The Romanian retail and logistics sectors enter 2026 in a phase of significant recalibration. As consumer behaviour becomes more deliberate and operational costs remain a primary concern, industry leaders are shifting their focus from aggressive footprint expansion to digital agility and strategic resilience. On February 4, Business Review will host the 9th edition of the re:FOCUS on Retail, Couriers & Logistics forum at CARO Hotel Bucharest, bringing together C-level executives and decision-makers to map the trajectory of the market for the year ahead.
The upcoming forum will feature deep-dives into the trends shaping the next year, with confirmed contributions from key market players who are already navigating these shifts.
Strategic insights from industry leaders
Brendon O’Reilly, Managing Director at Fashion House Group, notes that while macroeconomic pressures are influencing household disposable income, the outlet model remains a defensive stronghold. “In periods of economic uncertainty, consumers increasingly seek trusted brands at compelling value,” O’Reilly explains. For 2026, his strategy focuses on “tenant mix optimisation” and expanding the customer experience through ambitious projects like Romania’s largest theme park near the Pallady centre.
In the digital sphere, Elena Ungureanu, Country Manager for Visa in Romania, anticipates a transformative year for payments. With e-commerce transaction values nearly doubling those of face-to-face payments, the focus is moving toward hyper-personalisation. Ungureanu expects 2026 to see the rise of “AI-agent-powered commerce,” where artificial intelligence proactively manages checkouts for consumers, alongside the growing role of stablecoins in cross-border infrastructure.
Broader market analysis, which will be expanded upon during the event panels, suggests a significant trend toward operational sustainability — led by developers integrating renewable energy solutions — and the continued expansion of proximity retail formats to meet changing community shopping habits.
Agenda highlights
The forum is structured around three core pillars designed to address the most pressing challenges for 2026:
* Future-ready commerce: Analysing data-driven growth, the evolving consumer mindset, and AI’s role in transforming delivery into a sales driver. The session will also examine cross-border logistics challenges, including the impact of new fiscal measures on non-EU shipments.
* Building Romania’s industrial backbone: An analysis of national infrastructure milestones, the integration of ESG standards in warehousing, and the market dynamics keeping Romania a cost-competitive hub in CEE.
* Reinventing the mall experience: Exploring the rise of experiential retail, scalable omnichannel strategies, and the new revenue streams generated by retail media in physical spaces.
Connect with key decision-makers
This edition is a critical platform for networking, offering participants a first-hand look at the innovations defining the commercial landscape in 2026. Attendees will have the opportunity to connect with decision-makers from across the business ecosystem, as well as a top representative of the Romanian Customs Authority who will join the speaker lineup to discuss the regulatory landscape.
