On the cover of the latest edition of Forbes Woman Romania magazine, Anca Vlad, the founder of Fildas-Catena, and Ecaterina Vlad, her daughter, look gorgeous, united by a common passion: art. For them, art is more than a passion – it is a way of living and seeing life, a form of connection, a refuge in challenging times and a source of inspiration every day. It is the language that unites them, while also being an expression of beauty.
The cover of the magazine was presented in a festive setting at the Good Life Forum, organized by Forbes Woman Romania, at the Bragadiru Palace in Bucharest.
The interviews in this issue with Anca and Ecaterina Vlad tell a fascinating story about art and life. The mother and daughter duo reveal fresh and different perspectives on what it means to create value and see the beauty in the world around you – whether it is family, career, or community.
Presentation of the cover of the latest issue of Forbes Woman Romania magazine
The article is an invitation to discover how creativity and art can transform both a business and your outlook on life.
Anca Vlad and Ecaterina Vlad tell Forbes Woman Romania their shared story about their passion for art, which has defined their personal and professional lives.
An accomplished entrepreneur, as well as a well-known collector, Anca Vlad describes art as more than a passion – a refuge, a source of inspiration and a way of life. Art has been present since her childhood, influenced by her parents, who had a taste for culture and beauty. This love for art has evolved over time into a mission to support artists and promote beauty as a vital resource for the soul.
Ecaterina Vlad, her daughter, grew up in this familiar and familial cultural environment, spending her childhood in museums, galleries, and discussions about art. Her elite education at prestigious institutions such as Yale and New York University’s Institute of Fine Arts gave her a global perspective on art, discovering both the great classics and the contemporary challenges. She advocates for the recognition of undervalued artists, especially women, and emphasizes the importance of diversity in today’s artistic landscape.
Anca and Ecaterina Vlad share their perspective on the importance of art in society, the duty of business people to support culture and their plans for the future, including the opening of a museum and initiatives dedicated to arts education.
This double mother-daughter interview is for art enthusiasts, entrepreneurs or simply those who want to discover two authentic stories!
Anca Vlad and Alexandru Vlad received the “Entrepreneurs of the Year” at the Champions in Business Gala, one of the most prestigious events dedicated to the Romanian business environment.
The award was offered for the outstanding financial performance achieved by the Fildas-Catena Group in 2023.
During his speech at the award ceremony, Alexandru Vlad, the Group’s vice-president, emphasized the values that have propelled Fildas-Catena to the top of the Romanian pharmaceutical sector. The Fildas-Catena vice-president also spoke of the pride he feels in carrying forward the principles that define this family business:
“We are extremely honored to be recognized tonight. I speak on behalf of myself and my mother. For us, the patient comes first. We are always looking to offer fair prices and make it easier for patients to access medicines in one place. As entrepreneurs, we know how important it is to remain true, do what you say and don’t deviate from that direction. This is one of my mother’s core values that I want to carry on,” said Alexandru Vlad at the award ceremony.
The Fildas-Catena Group is a leader in pharmaceutical distribution and retail in Romania, and represents a success story of a family business, based on commitment, innovation, and respect for all those who cross the threshold of the pharmacy of the heart, Catena.
Organized by the global consulting firm PwC, Raiffeisen Bank and Sarmis Capital, the Champions in Business Gala celebrates Romanian entrepreneurs who excel in performance, vision, and economic impact. The event highlights the inspirational stories of business leaders who are actively contributing to Romania’s development.
At the second panel of the inaugural Forbes Business Bridges event in New York, experts and leaders from the luxury retail industry gathered to explore how iconic brands are navigating the delicate balance between tradition and innovation. Titled “Elevating Luxury Retail: Blending Tradition with Innovation,” the discussion delved into the evolving relationship between brands and consumers, emphasizing how emotional connections and customer experiences are reshaping the future of luxury.
Speakers such as Anca Vlad, President of Fildas-Catena Group, questioned how to communicate authentically in an age where emotions drive purchase decisions. Meanwhile, Octavia Marginean-Tahiroglu, General Manager of The St. Regis New York, shared insights on transitioning from invisible service to highly personalized, interactive experiences. With topics ranging from the impact of AI on luxury hospitality to the enduring importance of human craftsmanship in watchmaking, this panel provided a forward-looking discussion on how legacy brands can remain relevant in a rapidly evolving marketplace.
Pioneers such as Silvio Pietro Angori, CEO of the Pininfarina Group, reminded the audience of the irreplaceable role of human creativity and design in shaping emotional experiences, while Zach Erdem, entrepreneur and CEO of the 75 Main Group, revealed how technology is driving efficiency without sacrificing the personal touch. Finally, leaders from Bovet and Roger Dubuis emphasized that, despite technological advances, human interaction and exclusivity remain at the heart of luxury retail.
This panel brought together a variety of voices, each highlighting the power of heritage, emotion, and innovation in forging a lasting connection with today’s luxury consumers.
Here are the main statements of the speakers:
Anca Vlad, President Fildas – Catena Group
I would like to express some ideas after the extremely interesting AI panel… The world is made up of both male brains and female brains – and this creates a harmonious result. I wonder why AI appears to exhibit such a male bias. Are we entering a new era of masculinity? I’m also curious about the human characteristics of the programmers behind these famous algorithms – do they understand the feminine part of the world well enough? Are we encouraging girls to trust their mathematical skills and to be prepared for a future with AI? These are just some of the thoughts I had while listening to the Distinguished Panel. Women tend to value precision, and at a recent conference on AI held by Deloitte in Bucharest, it was noted that AI is about 15% of the time wrong, and it doesn’t even know it. That really made me question who can supervise it. And in order for us to effectively supervise it, we need to learn and build confidence, and attract more women into the business.
I’m not going to mention the advertisements I receive because I read Forbes magazine, but since I also read Bloomberg and various financial publications, I get a lot of ads for prostate medication. This made me think that there is a bit of bias in the programming and algorithms, and bias is definitely not good. I mean, we’ve come a long way as women, so let’s not allow AI take that away from us.
I watched our company’s short presentation, which, by the way, was written by my son – he’s in charge now – and it was such a pleasure to realize that he said, “Fildas-Catena, the name of health in Romania.” I thought about this 30 years ago, and that’s what I wanted Fildas to be one day: the name of health in Romania. And today, I realized that it is. So, we did it. How did we achieve this? Well, we are a team of strong personalities, and it’s a 50/50 balance, ladies and gentlemen. However, when it comes to direct interaction with the public, about 90% of our team members are women. We are important, and we are here for you. It’s all about trust. Our core value is trust.
And since you mentioned the pandemic, I’d like to share something that happened during that time, which really showed me what a strong team we are.
A law was passed in Romania that allowed women with children to stay at home, because their kids couldn’t go to school. The law stated that these women would receive their full salary. As you know, with 90% of our team in direct customer interaction being women, more than half of them had children at home. They were supposed to stay with them, so we thought we wouldn’t be able to face the challenge as a company. That’s life,’ we said. ‘This is the pandemic, and these are its consequences.’ There was nothing we could do, so I just waited to see how many women would stay home and whether we could manage the situation.
It was only natural for them to stay home to take care of their families. But do you know how many women took advantage of this law? Do you have any idea? I thought it would be 25%, maybe even 30%. But none – not one! Whenever I think back on this, I still feel the same incredible emotion. They cared about their community and their colleagues. They didn’t want to show fear. There is a network of support within extended families in Romania, so maybe some grandmothers stepped in to help. But I was told that the main reason was that they didn’t want to leave their teammates behind during such difficult times.
What did this mean for our company? It meant that we became the most trustworthy company. And after COVID, we experienced double-digit growth, which is not easy for a mature company. In fact, this is what it means to be the name of health in Romania.
In terms of challenges, one particularly interesting issue we’ve faced in recent years was figuring out how to take a brand recognized for its service and communication with patients and transfer it online. We spent considerable time reflecting and discussing, only to realize that we couldn’t fully replicate that level of service online. The personalized interaction and anamnesis – what we refer to as the initial patient discussion – require direct contact, and relying on robots for explanations just wouldn’t work.
So, we created a new brand specifically for the online space, called Spring. The name Spring came from our desire to convey the agility of a spring, the fluidity of water, and the freshness of the spring season.
We loved the concept, worked hard on it, and now it’s doing very well, especially as a brand for young people. They love it, they recommend it to each other, which is fantastic, and it’s been a wonderful creation. But then we were faced with another challenge: reaching young mothers. How do we approach them? Should we encourage them to connect online, or invite them to come and talk to us in person? Ultimately, we decided that Catena would focus on maintaining the traditional pharmacy chain while prioritizing direct connections with young mothers.
The Fildas-Catena Group, a leader in pharmaceutical distribution and retail in Romania, was awarded at the 2024 Forbes 500 Business Awards Gala for its outstanding performance over the past year in its sector.
The trophy was handed to Mr. Alexandru Vlad, Vice President of the Fildas-Catena Group, who expressed gratitude for the award on behalf of the entire team.
“I would like to thank Forbes Romania for this wonderful event. I thank you on behalf of the entire team for this motivating and honorable award,” stated the Vice President of the Fildas-Catena Group.
Alexandru Vlad spoke about the 31-year history of Fildas Trading and how it developed from a small pharmaceutical distribution business into the pharmaceutical giant it is today, a leader in retail and distribution in Romania. “Thanks to the passion, energy, determination and intelligence of my mother, Anca Vlad, Fildas Trading has managed to grow to 15 warehouses all over Romania and to serve more than 5,000 pharmacies” added the Vice President of the Fildas-Catena Group.
Forbes Romania annually celebrates and awards entrepreneurial spirit, initiative,and performance, bringing together the most creative, bold, and enterprising business personalities in the country at the Forbes 500 Business Awards Gala.
The Fildas-Catena Group, founded and led by entrepreneur Anca Vlad, received the Award for consolidating its leading status in the Romanian pharmaceutical distribution and retail sector, at the Elite Companies 2024 Gala, organized by the business publication Capital.
The trophy was handed over to Mrs. Alina Marinescu, Catena’s CEO. “Thank you for this award, which once again confirms the value of our 100% Romanian brand, as well as Fildas-Catena’s contribution to raising standards in the pharmaceutical and healthcare sector,” said the general director of Catena pharmacies.
The Elite Companies Gala has become one of the traditional events organized by Capital magazine, dedicated to “recognizing the performance of companies operating in the Romanian business environment and which have contributed to the development of the Romanian economy”.
At the Gala, the companies that have recorded the best performance in their field of activity, as well as companies that have stood out for the strategies they have implemented in recent years in the development of their business, were awarded.
On the occasion of the Elite Companies Gala, the 2024 edition of the Capital Top 300 Companies catalog was also launched. The catalog includes the most important players in the Romanian economy, their profiles and success stories.
Article published in the print edition of Ziarul Financiar on May 22, 2024:
“The Fildas-Catena Group, the largest player in the pharmaceutical market, created by entrepreneur Anca Vlad three decades ago, has reached 14 billion lei cumulative business – pharmacies and pharmaceutical distribution, according to data submitted by the company, related to 2023.
Compared to the previous year, at the group level, Fildas-Catena has almost 2 billion lei more in business, which corresponds to an increase of 14%.
Still, the pharmacy business is larger than the distribution business strictly in terms of turnover, but in 2023 the results of the distribution division were close to a difference of several hundred million lei. Thus, Catena’s 929 pharmacies brought in 7.1 billion lei, while distribution amounted to 6.9 billion lei.
The need for investments is constant, and in 2024 they will aim to develop logistical capacity, pharmaceutical warehouses, as well as business automation, an aspect considered by more and more entrepreneurs.
“Just like in previous years, our most important investments continue to be directed towards the development of IT infrastructure, automation, and logistical capacities, as part of multi-year strategic projects. Another key focus is sustainability, environmental protection, and the use of green energy, adopting the latest principles and technologies available,” Fildas-Catena representatives stated.
A three-decade history of Romanian business
The Fildas-Catena Group is a group built over the last three decades by entrepreneur Anca Vlad and is among the strongest entrepreneurial businesses in Romania.
The entrepreneur set up Fildas Trading in 1993, and six years later, in 1999, she entered the retail business, buying a network of 30 pharmacies in Pitesti (Argeș county).
Anca Vlad’s name has become synonymous with that of a family business ambassador. Although there have been several transactions in the market where competing businesses Catena and Fildas have been taken over by international companies with financial strength, the Catena-Fildas brand has remained a Romanian one. Moreover, the reins of the group are to be taken over by the entrepreneur’s son, Alexandru Vlad, already a minority shareholder in several businesses alongside his mother, according to public data. “We were lucky to have been able to transition the business to the next generation,” Anca Vlad previously told ZF.
“Anca Vlad, Romania’s best-known and most appreciated female entrepreneur, is the founder and president of Fildas-Catena Grup, a leading pharmaceutical distribution and retailer in Romania.
A graduate of the Academy of Economic Studies – International Economic Relations section, Anca Vlad started working as a translator specializing in chemistry while still a student. In 1990, she set up her first marketing and consultancy office, and in 1993 she launched Fildas Trading, the first pharmaceutical and cosmetics distribution company. According to the study “The 100 Most Profitable Companies in Romania”, conducted by Forbes Romania based on CreditSky data, Fildas Trading is the most profitable company owned by a woman. Nationally, Fildas Trading operates 17 warehouses with a total area of 58,000 square meters. Products are distributed to 5,000 pharmacies and 300 hospitals nationwide. The Fildas team numbers more than 1,700 employees. At the end of 2022 (latest available data), turnover was RON 5.9 billion and net profit amounted to RON 247 million (about €50 million), up 16% compared to 2021.
The second core of the business led by Anca Vlad is the Catena pharmacy network, founded in 1999. It started with 30 units in Argeș county and, after 10 years, Catena – Pharmacy of the Heart became the market leader in pharmaceutical retail, a position it still holds today. The pharmacy chain currently has 950 units, over 6,900 employees and over 4.5 million loyal customers. In 2022, Catena had a cumulative turnover of RON 6.3 billion and a total net profit of RON 316 million (latest available data). The Catena brand is in the Top 10 most valuable Romanian brands, and its annual promotion budget rivals those of multinationals.
Anca Vlad holds the position of vice-president of the Romanian Businessmen’s Association, as well as of Family Business Network Romania. Since 2021, she is also a member of the Executive Committee of the Brussels-based European federation European Family Businesses. Forbes USA magazine included Anca Vlad in its “50 over 50: EMEA” list, which recognizes successful women in Europe, Middle East and Africa. Anca Vlad is the only Romanian name on a list that includes economic, medical and artistic personalities from the region.
Anca Vlad is involved in the campaigns organized by “Save the Children”, OvidiuRo, LightintoEurope, Hospice “House of Hope” and other charitable organizations. Under the “Catena for the Arts” program, the Fildas-Catena Group supports the arts by supporting the organization of exhibitions and cultural events. The Fildas Art Foundation helps and promotes Romanian artists and supports Romanian film productions. Promoting sport is another of the group’s objectives. Fildas-Catena’s Catena Racing Team football team won last year the Companies Championship, the Companies Cup and the European Tour 6, held in Bulgaria.”
The Forbes Woman Summit 2024 event, recently organized by Forbes Romania, brought together female personalities whose life stories, courage and experiences are a rich source of inspiration not only for women, but for everyone.
The Forbes Woman Summit, now in its seventh edition, celebrates successful women in Romanian society, with a significant impact and an essential contribution in their fields of activity.
Mrs. Anca Vlad, Founder and President of Fildas-Catena Group, was invited as a speaker at the summit:
The day ended with the Forbes Woman Gala, held under the charm and beauty of flowers – in bloom, where the most influential ladies in Romania with extraordinary careers and performances were celebrated and awarded.
On this occasion, Mrs. Anca Vlad received the trophy for excellence in business from Forbes Romania, the award was presented by Beatrice Dumitrașcu, CEO Residential Division One United Properties.
A new honorable award for the Fildas-Catena Group, leader in Romanian pharmaceutical distribution and retail! Mrs. Anca Vlad, founder and President of Fildas-Catena, was awarded with the ZF Prize “25 years for vision and development in health”, during the Gala organized by Ziarul Financiar, on the occasion of 25 years of activity.
“She has built an empire over the last 30 years in the pharma sector and has the reputation of being the most powerful Romanian female entrepreneur,” the organizers said.
“The joy of that day, when I saw the first issue of Ziarul Financiar, will never pass. Thank you very much,” said Ms. Anca Vlad at the award ceremony.
Ziarul Financiar, the only business daily in Romania, marked 25 years since its launch.
Another honorary trophy for the Fildas-Catena Group, which crowns the work of a true team for over 30 years: “Leader in the pharmaceutical industry in Romania”, an award presented at the Elite Companies 2023 Gala, organized by the business magazine Capital.
The Elite Companies Gala is one of the benchmark events organized by Capital magazine, during which top companies operating in the Romanian business environment and contributing to the growth of the Romanian economy are awarded.
The distinction was presented to Mrs. Aurelia Babinciuc, Catena National Sales Director, and Mr. Vlad Țigoiu, Chief Strategy Officer Fildas-Catena.
“Thank you, Capital, for this superb gala. Congratulations to all the award winners tonight. Thank you for the award and the special trophy. We are happy and proud that a Romanian family-owned company is part of the top Elite Companies in Romania. Maintaining our leading position is possible with hard work done with passion, responsibility and professionalism by the entire team. We will commit ourselves as much as we have done and have been doing for over 30 years to support the health of our patients”, said Mrs. Aurelia Babinciuc, at the time of the award ceremony.
To compile the list, the Capital editorial staff took into account criteria such as turnover, profit, number of employees and profitability.
Thus, companies that recorded the best performances in fields such as agriculture, automotive, banking and insurance, construction, energy, pharmaceuticals, logistics, retail, industry, and telecommunications were awarded.
Catena Pharmacies and Fildas Trading, leaders in pharmaceutical retail and distribution of pharmaceutical products in Romania, were awarded at the 2023 edition of the Forbes Champions League Gala.
Foto: Otilia Ostrotki, General Manager Tonica Group, Daniel Marin, CFO Fildas Trading, Anca Vlad, President of Fildas-Catena Group, Alina Marinescu, General Manager Catena
Forbes awarded the “Champions of the Decade” – “people and businesses that have managed to grow steadily over the past 10 years and turn a profit, regardless of the times, with the trophies awarded being inspired by the idea of rewarding the best”.
The awards granted to Catena and Fildas Trading pharmacies were received by Mrs. Anca Vlad, founder and President of the two companies.
The first award was presented by Virginia Oțel, corporate communication leader Garanti BBVA Group and Deputy General Manager Garanti BBVA Leasing.
“Mrs Vlad is a true champion. She can be best described by the word “focus”. She has managed to build a successful business, overcome many challenges and become number 1 in the industry with over 900 pharmacies. Her recognition is not only in Romania, but also internationally: a few years ago, she was among the Leading Women Entrepreneurs of the World honorees. She is a role model for business men and women,” said Virginia Oțel.
“I’m very happy to be among the champions, after all, it’s like in sports: We run and we run, and it’s wonderful that Forbes sometimes makes a podium and puts us on it, so that we can feel the joy of being real champions”, said Mrs. Anca Vlad at the award ceremony.
The second award was presented by Mihai Păduroiu, CEO Office Division One United Properties.
“Thank you very much, you don’t even know how many memories this award brings back to me, because Fildas is my soul company – it was born in 1991, out of a need, because private pharmacies had appeared and there was no one to deliver their medicines. I guess even in my most optimistic dreams I couldn’t have believed that we would end up here. Slowly, but surely. Thank you very much!”, added the founder and President of Fildas-Catena Group.
The Fildas-Catena Group has added yet another award to its prize list: “The Award for Three Decades of Art in Business”, offered during the CEO Awards 2022 Gala, on occasion of the launching of the new “100 Most Admired CEOs in Romania” catalogue.
The award was handed over to Mrs. Aurelia Babinciuc, Catena Sales Manager
“We want to emphasize the admiration we nurture towards those professionals who successfully activate in the Romanian business world”, declared Cristian Hoștiuc, Publishing Director of the “Business Magazin” and “Ziarul Financiar” media publications. The winners of the awards were selected following the public’s vote.
The award was offered to Fildas-Catena Founder and President, Mrs. Anca Vlad.“She is one of the first women who ventured in entrepreneurship right after the Revolution, when she founded the company Fildas. However, this entrepreneur made a mission out of supporting art in Romania. That is why <<The Award for Three Decades of Art in Business>> goes to Mrs. Anca Vlad, Fildas-Catena Group Founder and President”, was the organizers’ motivation.
The Fildas
Art Foundation was created as a result of the involvement of the Fildas-Catena
founder in the social and cultural field, as well as in the activity of
supporting artists and cultural events. Fildas Art supports contemporary art,
starting from founding the Senso Art Gallery, moving further with Romanian film
production, up till music festivals: Gărâna Jazz Festival, Timișoara Jazz
Festival or the “George Enescu” International Music Festival.
The award was handed over to Mrs. Aurelia Babinciuc, Catena Sales Manager, who stated her utmost appreciation for the votes received, which she considers to be cast to The Pharmacy of Hearts (Farmacia Inimii).
The CEO
Awards 2022 gathered, within a festive framework, tens of guests, business
people and representatives of the most important Romanian-based companies.
Business
Magazin, one of the most appreciated business publications in our country,
celebrates 18 years since its first issue, and the “100 Most Admired CEOs
in Romania” catalogue reached its 13th edition.
