Moldova accounts for about 20% of Pehart Grup exports as company expands distribution

Moldova becomes a major export market

Moldova accounts for approximately 20% of Pehart Grup’s total exports, making it one of the Romanian paper producer’s most important foreign markets. Bursa, citing a company press release, reported that Pehart is preparing to strengthen distribution and expand its Moldovan portfolio, including Away-from-Home products designed for use outside households.

Pehart has operated in Moldova for several years and has accelerated investment in distribution and communications there over the past two years. The company said Moldova’s geographic proximity to Romania and similarities in consumer habits and purchasing behavior made the country a natural export destination. The market is smaller than Romania, but Pehart sees potential for its products and brands.

Brands and channels set for expansion

The company sells its flagship Pufina brand in Moldova alongside Alint and Altessa. Its SOVIO division serves the Away-from-Home segment. Pehart is now evaluating opportunities to expand SOVIO in areas including HoReCa, healthcare, cosmetics, institutions, industry and other professional settings.

Commercial Director Ovidiu Hoza said the decision to export followed discussions with commercial partners and opportunities identified in the market. He emphasized that product quality alone is insufficient in this category: brands also need distributors and retailers capable of securing broad store coverage and supporting products at the shelf. Pehart works with distributors to monitor brand and category performance and identify products with the strongest growth potential.

Regional export growth targeted for 2026

Pehart estimates that the value of its total exports will increase by more than 25% in 2026 compared with the previous year. Its export strategy has two complementary components: growing business under Pehart’s own brands and developing private-label partnerships with retailers and distributors. The company’s objectives for 2026 and 2027 include increasing export revenue, extending distribution and reinforcing its position in Central and Southeast Europe.

The producer currently supplies household and industrial products to 19 countries in the region. Pehart says its priority is not simply to enter more countries, but to build each market through strong partners, wider distribution and sustained sales. Its expansion covers retail, private label and Away-from-Home channels.

Price sensitivity shapes the market

According to Hoza, Moldovan consumers pay close attention to price but also seek quality and are receptive to brands they come to know and trust. This combination makes local execution important: product selection, retail availability and shelf support will determine whether Pehart can convert its existing export share into longer-term growth.

Pufina, positioned as a premium product and established in Romania over 20 years, is also receiving favorable consumer responses in European export markets, according to the company. Pehart intends to continue developing the brand both domestically and across the region. In Moldova, its next stage will depend on suitable partners, an appropriate portfolio and distribution capable of supporting a durable presence.