With 17 years of experience on the market, ViTRA has evolved alongside modern retail in the Republic of Moldova, transforming from an equipment distributor into an integrator of solutions for retail, logistics, and HoReCa. Under the leadership of its founder and CEO, Sergiu Crețu, the company has focused on digitalization and vertical integration, which remain the main investment directions for 2026.

In an interview with Modern Buyer magazine, Sergiu Crețu analyzes the migration of consumers toward proximity formats, explains why the physical store is becoming a space for experience rather than just transactions, and reveals the company’s ambitious plans for 2026: the largest production investment in its history, the promotion of a new convenience retail concept, and the opening of a giant regional showroom of 3,000 sqm in Chișinău.

How did ViTRA’s story in retail begin, and where do you position yourselves today in the Moldovan market?

ViTRA appeared approximately 17 years ago, at a time when modern retail was only beginning to develop in the Republic of Moldova. Initially, we distributed a small number of store-fitting equipment products, but we quickly understood that retailers needed more than just products.

Modern retail is an industry in which know-how regarding commercial space organization is just as important as the equipment itself. That is why, over time, we focused not only on supplying equipment but also on designing commercial spaces and improving the way stores operate.

Over these 17 years, we have completed tens of thousands of projects for more than 6,000 companies. If we add them all together, we are talking about millions of square meters of fitted or refurbished spaces. These include small convenience stores, supermarkets, HoReCa projects, archives, warehouses, and logistics centers. This experience has allowed us to closely observe how retail evolves and how consumer behavior changes.

Is ViTRA today a vertically integrated business?

Yes, to a large extent we have built a self-sufficient company, developing internally most of the competencies needed to deliver a complete project. We have engineers who design commercial and industrial spaces, our own production facilities, installation teams, and an IT team that develops digital tools for design and project management.

One example is the implementation of 3D simulation software, through which retailers can see in advance how a store will look and how customer flow will function within the sales area. This allows decisions regarding space organization to be made much faster and more efficiently during the design phase.

It is an innovation in the industry that helps our clients save time. Today, in certain cases, we are able to complete a full convenience store setup in a single day—from design to final installation. Internally, we call this philosophy “Store Ready in a Day.”

Know-how regarding commercial space organization is just as important as the equipment itself.

At the same time, we have built a strong operational infrastructure. We have our own fleet of more than 30 transport units and our own installation teams available 24/7, which allows us to implement projects quickly and respond promptly to customer needs.

This focus on technology, efficiency, and operational capacity reflects the evolution of the industry: retail is becoming increasingly digital, efficient, and customer-experience oriented.

In parallel, we are also finalizing our new service center for retail and HoReCa equipment, which will strengthen after-sales services and technical support for our partners.

During these 17 years, you have witnessed the transformation of retail and contributed to the modernization of commerce. What do you feel has fundamentally changed?

The transformation has been significant. In the past, commerce was dominated by small independent stores, fragmented and operating through counter sales. There were only a few small retail chains, and the market was characterized by kiosks, street commerce, and very little standardization.

Today, the market is much more structured. We have retail chains, clearly defined commercial concepts, and a much stronger focus on operational efficiency. Retailers now think of stores as systems that must operate efficiently and be easily replicated across multiple locations.

At the same time, we are seeing an important geographic shift. Whereas most investments were once concentrated in Chișinău, we now observe accelerated development in smaller cities and rural areas as well.

Retail is now developing through different formats than before. How do you perceive the boom of convenience stores? What other formats do you see growing strongly?

Convenience stores are probably one of the most dynamic formats in food retail at the moment.

This evolution is closely linked to changes in consumer behavior. People no longer make only large weekly purchases; they shop more frequently for immediate consumption occasions—for lunch, dinner, or a quick snack.

For this reason, convenience stores are becoming increasingly important. They are smaller stores, but very well organized, where every square meter must be carefully planned to provide speed, accessibility, and a simple, efficient shopping experience.

Convenience stores are becoming increasingly important.

In parallel, we are seeing the development of specialized formats such as pet stores, stores dedicated to children’s products, and retail concepts that combine sales with services or on-site consumption.

An interesting phenomenon is the convergence of different retail types. For example, gas stations are increasingly developing their convenience store areas, while pharmacies are expanding their wellness and personal care offerings.

Overall, retail is moving toward more compact, more specialized formats focused on customer experience, where space efficiency and shopping speed become essential elements.

How can the shopping experience in a physical store still be improved? What can still surprise the customer?

Retail is undergoing an important transformation: from a transaction-based model to an experience-based model. In the past, the store was a place where the customer came to buy a product and leave. Today, products can be purchased very easily online, so the physical store must offer something more. Its role is changing—it becomes a space where customers discover products, interact with the brand, and enjoy a shopping experience.

Retail experience means several things at the same time. First, the design and atmosphere of the store. The space must be pleasant, clearly organized, and easy to navigate. Second, interaction with the product. Gastro areas, products prepared on-site, and tasting spaces are examples of elements that create experience.

Another very important element is communication within the store. The store becomes a communication medium, and digital displays allow retailers to deliver dynamic messages about products, promotions, and consumption ideas.

Retail experience means several things at the same time: design, store atmosphere, and interaction with the product.

In the future, the physical store will become a combination of retail, technology, and experience.

You have been an entrepreneur for more than 20 years and currently manage several growing businesses. Beyond retail and HoReCa, in which other sectors do you believe investments are worthwhile in 2026 and the coming years?

From my perspective, there are several sectors with very high potential. The first is logistics. As commerce grows and the economy develops, demand for modern logistics spaces and distribution infrastructure will continue to increase.

The second sector is the circular economy. Waste management and recycling are becoming increasingly important topics for both companies and society, and this sector will experience accelerated growth in the coming years.

Of course, we also see strong potential in the development of convenience retail formats, especially convenience stores, which align very well with the modern lifestyle where consumers seek speed, accessibility, and products for immediate consumption.

And, naturally, technology remains an essential factor. The digitalization of processes—both in retail and logistics—will continue to transform the way companies operate and interact with customers.