IRINA'S BACKGROUND
Experienced & Innovative
I never planned a career in retail — but it became the place where I proved that trust, clarity, and courage inspire people to follow, even before you hold the title.
For over 20 years, I’ve led international brands through their boldest moves – from first market entries to networks of 60+ stores, from single names to multi-brand portfolios.
I’ve navigated moments that forced the entire industry to reinvent itself and stayed ahead, boldly expanding with success. Whether in times of economic pressure or radical consumer shifts, I’ve learned that adaptability, clarity, and the unspoken trust of your team make all the difference for a green P&L.
Through NOWown, I partner with companies and investors ready to expand, reposition, or optimize their retail business. My role is to bring direction, structure, and the confidence that every decision can be executed with success.
I believe in retail from every side of the table — as a builder, a strategist, a partner, or a leader. A team player… cause I simply love this game.
Featured In / Media & Publications / Press Highlights
Media coverage and industry recognition of Irina’s contribution to retail growth and innovation.
Bold colors, Bold moves
Desigual meant proving that retail can be fun too.
This is me
With retail as a second skin.
In retail, success is built on people first
Numbers second. Every store I’ve led was more than business — it was trust, joy, and common goal.
Every retail launch
I led in Romania started with courage to reimagine the market.
Sneakers and suit, laptop in hand
That’s how I build retail stories.
Barefoot, laptop and a tee
Because retail has always been part of who I am.
Retail strategy meets storytelling
Building brands people remember.
Karen Millen
A British brand, a Romanian story.
Behind every career win
There was also heart. Loyalty, vision, and a dog named Jack
Fashion is strategy and emotion
Launching Desigual in Romania meant more than opening stores - it meant teaching the market to see with different eyes.
Men’s fashion is intelligence
Confidence, and detail. Building Mango Man in Romania proved it - men are wise buyers.
Make it happen
My professional religion.
Giving Support To Companies
SUCCESSFUL PROJECTS
STORES
AWARDS ACHIEVED
FOR FURTHER INQUIRY
+40 736 62 55 81
Committed To Help Clients!
My mission is to empower retailers by sharing deep insights and innovative strategies tailored to meet the unique challenges of the retail landscape.challenges of today’s retail landscape.