Luxury goods in 2025: The big picture
In 2025, retail current value sales of luxury goods in Romania demonstrated robust growth, reaching approximately RON12.5 billion. This growth, despite ongoing macroeconomic challenges, was driven by resilient consumer confidence among affluent individuals and an increase in inbound tourism, both of which contributed to higher spending across various luxury categories. In particular, Romania's full entry to the Schengen Area on 1 January 2025 had a positive impact on personal luxury goods demand, as it facilitated movement in and out of Romania and decreased business related costs, with higher traffic in cities such as Bucharest, Cluj or Iasi. The market's performance was further bolstered by the increasing number of ultra-high-net-worth individuals (UHNWIs) and affluent adults, who continued to drive demand. Moderate inflation and stable employment rates also supported discretionary spending on luxury items, ensuring a steady flow of revenue for the industry.
2025 key trends
Luxury goods in Romania was significantly influenced by sustainability, personalisation, and advancements in artificial intelligence (AI) during 2025. The personalisation trend gained momentum as luxury brands leveraged AI-driven technologies to offer customised experiences and products, enhancing consumer engagement and satisfaction. AI integration extended beyond online platforms to include in-store services, where virtual assistants and personalised recommendations became standard, reflecting the growing demand for tailored luxury experiences. Sustainability remained a crucial consideration, with an emphasis on eco-friendly practices across multiple luxury categories. Companies intensified efforts to reduce environmental impact through initiatives such as responsible sourcing, waste reduction, and energy efficiency.
Competitive landscape
The competitive landscape of luxury goods in Romania in 2024 was dominated by manufacturers of premium and luxury cars, the largest value category, with Daimler AG leading the pack with a retail value share of 20%. Daimler AG’s flagship brand, Mercedes-Benz, continued to be popular among affluent Romanian consumers, driven by its reputation for prestige, advanced technology, and the introduction of new models. Bayerische Motoren Werke AG followed closely with a 15% retail value share, maintaining its strong presence through a diverse range of offerings from BMW to Rolls-Royce, catering to both performance and ultra-luxury segments and its balanced product mix and continuous improvements in both traditional and electric luxury vehicles.
Retail developments
In 2025, retail distribution of luxury goods, particularly personal luxury, in Romania continued to evolve, with store-based transactions maintaining a dominant position. Established luxury boutiques and multi-brand stores in major shopping centres, especially in key urban locations such as Bucharest, remained the favoured choice for high-net-worth consumers. These physical retail spaces provide personalised services such as private shopping appointments, concierge offerings, and expert styling consultations, which are crucial in attracting discerning shoppers seeking the ability to physically examine high-ticket items like luxury jewellery, luxury timepieces, and luxury leather goods before making a purchase.
What next for luxury goods?
The outlook for luxury goods in Romania over the forecast period is anticipated to be positive, with an 8% current value CAGR (2025 constant value CAGR of 5%) projected. This growth will primarily be driven by an expanding affluent consumer base, as the number of HNWIs and UHNWIs in Romania is expected to increase steadily, enhancing purchasing power within the luxury segment. There are likely to be particularly strong performances by high-value categories such as luxury timepieces, and premium and luxury cars. These categories are anticipated to benefit the most from rising disposable incomes among wealthy adults, reinforcing Romania’s position as an emerging luxury market in Eastern Europe.
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Overview:
Understand the latest market trends and future growth opportunities for the Luxury Goods industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Experiential Luxury
- Luxury Hotels
- Fine Wines/Champagne
- Premium and Luxury Cars
- Personal Luxury
- Designer Apparel and Footwear
- Luxury Eyewear
- Luxury Jewellery
- Luxury Leather Goods
- Luxury Portable Consumer Electronics
- Luxury Timepieces
- Luxury Writing Instruments and Stationery
- Super Premium Beauty and Personal Care
If you're in the Luxury Goods industry in Romania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Luxury Goods in Romania report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Luxury Goods in Romania?
- Which are the leading brands in Luxury Goods in Romania?
- How are products distributed in Luxury Goods in Romania?
- How important is tourism in evaluating demand for Luxury Goods in Romania?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 and global recession impacted demand for luxury goods? What are the opportunities amidst the adversity?
- Where is future growth expected to be most dynamic?
Luxury Goods in Romania
Luxury goods in 2025: The big picture
2025 key trends
Competitive landscape
Retail developments
What next for luxury goods?
COUNTRY REPORTS DISCLAIMER
Experiential Luxury in Romania
KEY DATA FINDINGS
Luxury hotels drive experiential luxury growth through premium offerings
Marriott International strengthens lead of fragmented competitive landscape
Growing demand for bespoke luxury experiences and wellness facilities
Positive outlook to be supported by strong recovery of inbound arrivals
New luxury hotels to prioritise cultural heritage with contemporary elements
Luxury hotels to adopt eco-friendly practices to attract discerning travellers
Fine Wines/Champagne and Spirits in Romania
KEY DATA FINDINGS
Premiumisation and sustainability drive positive performance in 2025
Pernod Ricard strengthens lead of highly fragmented competitive landscape
Mix of distribution channels supports visibility, access and growth
Existing trends to contribute to positive outlook
Interest in sustainability and provenance to benefit local producers
Consumers to drive growth in premium at-home alcoholic beverages
Premium and Luxury Cars in Romania
KEY DATA FINDINGS
Affluent consumers drive demand for eco-friendly vehicles
Luxury car brands drive growth through digital retail experiences
Daimler AG retains lead of consolidated competitive landscape
Further growth potential driven by affluent consumers and rising interest in eco-friendly models
Brands to focus on launching electric vehicles to align with growing environmental concerns
Luxury car manufacturers to prioritise personalisation and advanced technology
Personal Luxury in Romania
KEY DATA FINDINGS
Designer apparel and footwear (ready-to-wear)
Luxury eyewear
Luxury jewellery
Luxury leather goods
Luxury wearables electronics
Luxury timepieces
Luxury writing instruments and stationery
Super premium beauty and personal care
Sustainable practices to help drive future growth of personal luxury
Luxury brands to focus on exclusivity and personalisation to drive growth
Retailers to expand online presence through digital innovation
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Luxury Goods
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- Luxury Foodservice
- Luxury Hotels
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- Fine Champagne
- Other Fine Wine
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- Luxury Brandy and Cognac
- Luxury Whiskies
- Other Luxury Spirits
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- Premium and Luxury Cars
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- Men's Designer Apparel
- Women's Designer Apparel
- Designer Childrenswear
- Designer Clothing Accessories and Hosiery
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- Children's Designer Footwear
- Men's Designer Footwear
- Women's Designer Footwear
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- Luxury Spectacle Frames
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- Men's Luxury Sun Glasses
- Women's Luxury Sun Glasses
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- Luxury Costume Jewellery
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- Men's Luxury Fine Jewellery
- Women's Luxury Fine Jewellery
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- Men's Luxury Bags and Small Leather Goods
- Women's Luxury Bags and Small Leather Goods
- Luxury Travel Goods
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- Luxury Wearables Electronics
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- Men's Luxury Timepieces
- Women's Luxury Timepieces
- Luxury Writing Instruments and Stationery
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- Super Premium Colour Cosmetics
- Super Premium Fragrances
- Super Premium Skin Care
- Other Super Premium Beauty and Personal Care
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Luxury Goods
This is an aggregation of: Personal Luxury, Fine Wines/Champagne and Spirits, Luxury Cars and Experiential Luxury.
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This report originates from Passport, our Luxury Goods research and analysis database.
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