Bucharest, February 6, 2025 – RBJ – Genuin, the Romanian family-owned brand specializing in organic home & deco products made from 100% European linen, celebrates three years of activity. Over this time, the brand has gained recognition in the market and continued to grow through an authentic and sustainable approach.
During this period, Genuin has strengthened its position in the Romanian market, achieving a turnover of over €200,000 in 2024 and an average order value of €250. This consistent growth confirms the increasing demand for premium textile products made from 100% linen, wool, and recycled wool.
“From the very beginning, we set out to build a sustainable business that aims to become the leading organic home & deco brand in Romania while maintaining authenticity and transparency. In a market where linen consumption is relatively low and where synthetic and low-quality cotton bedding outsell linen products by up to eight times, we wanted to promote the simplicity and durability of certified European linen. Despite facing numerous challenges, we are excited to see a growing interest in natural materials and high-quality products,” says Oana Opriș, co-founder of Genuin.
Strategic investments for a growing start-up
Over the past three years, Genuin has invested over €150,000 in optimizing its operations, providing customers with a seamless shopping experience that encourages them to prioritize their health and well-being. Key milestones include:
– Expanding and modernizing the production facility – In December 2024, Genuin acquired a new production space designed to support long-term growth by increasing both the number of employees and the capacity to fulfill a higher volume of orders.
– Launching a new online shop – In October 2024, Genuin introduced a platform that allows customers to personalize their bedding, curtains, and drapes by size, set, and color through a first-of-its-kind configurator in Romania. The platform also provides full transparency on material sourcing and offers textile recycling options.
– Diversifying the product range – Initially focused on bedding and window treatments (curtains, drapes, roman blinds), Genuin has expanded into organic wool rugs, small bedroom furniture, and accessories (blankets, duvets, pillows, decorative cushions), strengthening its position as a leading sustainable home & deco brand.
From recycling to upcycling: sustainability at Genuin
In an industry where transparency and true sustainability are still rare, Genuin has chosen to take a different approach. With the support of a €350,000 Green Start-Up grant from Innovation Norway, obtained in its second year, the brand has implemented pioneering initiatives in the home & deco sector:
– Recycling textile waste and launching education programs about responsible textile consumption. Alongside these efforts, Genuin introduced a collection of decorative pillows filled with recycled textiles, completing its upcycling process.
-Investing in modern equipment to improve production efficiency and minimize excess inventory, reducing unnecessary waste.
-Promoting biophilic design – a concept integrating nature-inspired elements into interior design, supported by a market research study conducted with Igloo and an event dedicated to architects in Bucharest.
“Our mission is to encourage people to replace synthetic materials in their homes. In Romania, we are used to plastic-based fabrics — they don’t wrinkle, they are easy to wash, and they are cheap. However, beyond aesthetics, our choices directly impact our health and the environment. Using 100% European linen is a better alternative, free from microplastics and with a long lifespan. This is why we focus on educating the market and developing durable, innovative products,” adds Nicolae Mihai, co-founder of Genuin, who has over 18 years of experience in the textile industry.
Looking ahead: plans for 2025
Following two successful exhibitions at the Maison & Objet Paris design fair in 2023 and 2024, Genuin is preparing to launch two capsule collections of bedding and small furniture in 2025, further expanding its selection of natural, high-quality products worthy of international recognition.
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Founded in 2021 in Brașov, Romania, Genuin is a family-owned business built on authenticity, tradition, patience, and teamwork. The brand offers a wide range of premium, pre-washed 100% European linen products, including bedding, curtains, decorative accessories, and textile furniture, available both for individual consumers and the B2B sector.
Genuin stands out by offering the most extensive linen color range on the market and fully customizable products made exclusively from 100% European linen. The brand’s materials are certified: STANDARD 100 by OEKO-TEX – ensuring that no harmful substances are used in raw materials or production processes. EUROPEAN FLAX & MASTERS OF LINEN – guaranteeing high-quality, fully European-grown and woven linen.
