The investment was made by the local subsidiary of the company, with the support of Nikon Europe and in partnership with F64 Studio, which would also secure the store management. The store will operate under “Yellow Store” name.

“The purpose of the store is not necessarily to be profitable for a predetermined period. It is a vector of image, of brand awareness in . In a crisis-ridden environment, the important thing is the brand image as people tend to go back to their passions”, said Radu Niculescu.

The local camera industry, he continued, still enjoys a considerable growth potential. “The average in Europe is one photo camera per two persons. In Romania, there is still room for growth, as there are families who don’t own a digital camera. In metro areas, such as Bucharest, Constanta, Iasi, Craiova, there is a higher density, one camera per 100 inhabitants, while in rural areas, there are cases where there is no camera at 1000 inhabitants”, said Niculescu.

In the segment, official statistics show Nikon is among Romania’s top 5 largest digital compact camera-makers while for professional DSLR cameras, one in two cameras sold are manufactured by Nikon.