Network One Distribution, the Romanian consumer goods company led by former eMAG CEO Iulian Stanciu, has taken a significant step in its international expansion by establishing a dedicated logistics presence in the Netherlands. The move marks a strategic shift from the company’s previous export-focused model toward direct distribution across Western Europe’s largest markets.
The company has partnered with local operators Merkatura and Smart Hub Logistics to operate a logistics hub exceeding 3,000 square meters in ‘s‑Hertogenbosch, positioned to serve the company’s four in-house appliance brands: Heinner, Horizon, Serioux and Fram. This facility will handle distribution across Germany, Belgium and the Netherlands, establishing regional stock capabilities rather than relying solely on shipments from Romania.
Strategic Shift in Distribution Model
Network One Distribution’s expansion reflects a maturation of its business model since Stanciu’s departure from eMAG, Romania’s largest e-commerce platform. By establishing local warehousing and logistics operations in the Netherlands, the company is positioning itself to better serve Western European customers through faster delivery times and more efficient inventory management.
The choice of ‘s‑Hertogenbosch as a logistics hub is strategically significant, given the Dutch city’s central location within the Benelux region and proximity to major German markets. This positioning allows Network One Distribution to optimize distribution costs while maintaining competitive delivery schedules across its target territories.
Stanciu has articulated his evolving vision for the company, stating that he wants to transition from being a “player” to becoming a “coach”—a reference to his strategic pivot toward scaling operations and developing organizational capabilities beyond his direct involvement.
Growth Stage Expansion
The company operates at the growth stage, with this Netherlands expansion representing a concrete investment in infrastructure to support the scaling of its appliance portfolio across Europe. The partnership approach with Merkatura and Smart Hub Logistics allows Network One Distribution to leverage local expertise while avoiding the full capital expenditure of building proprietary logistics infrastructure from scratch.
This expansion underscores broader trends within the Romanian startup ecosystem, where successful e-commerce and retail entrepreneurs are increasingly venturing into adjacent sectors. Having built significant expertise in supply chain management and consumer goods at eMAG, Stanciu is applying those lessons to create a vertically-integrated distribution business serving multiple branded product lines.
The move also reflects confidence in Western European demand for value-oriented appliance brands, suggesting that Network One Distribution sees opportunities in the region’s competitive but growing consumer goods market.