Brands
Komerz wins UK omnichannel distribution mandate for AQUA Carpatica
Partnership expands after Amazon UK sales surged from £250,000 to £4.8 million
LONDON: From clicks to carts, Komerz is taking its partnership with AQUA Carpatica beyond the digital shelf and into the wider UK retail market.
The commerce operating system has secured the full omnichannel distribution mandate for the Romanian premium mineral water brand across the UK, covering wholesale, grocery retail and digital commerce channels.
The expanded partnership follows a 16-month marketplace collaboration during which Komerz managed AQUA Carpatica’s UK business on Amazon UK. During that period, annual sales reportedly jumped from £250,000 to £4.8 million, helping position the brand among the leading premium bottled water players on the platform.
With the broader mandate now in place, Komerz plans to scale AQUA Carpatica’s presence across major UK wholesalers and retail groups, where listings have already been secured.
The company is projecting £100 million in gross merchandise value for the brand within the next three years, a target that could place AQUA Carpatica among the top ten bottled water brands in the UK market.
The mandate also comes shortly after Komerz completed acquisitions of Pathformance and Glassbox, moves aimed at strengthening its retail analytics and performance optimisation capabilities across the UK and Europe.
Industry observers say the partnership reflects a broader trend among international premium brands looking for simplified routes into complex overseas retail markets. Rather than relying on separate agencies for marketing, logistics, sales and marketplace management, brands are increasingly looking for integrated partners that can manage the full commercial cycle.
Speaking on the development, Komerz global chief operating officer Siddarth Shankar said the company’s success with the brand online laid the foundation for a larger retail push.
“We proved the model digitally. The omnichannel mandate allows us to unlock full-scale distribution while maintaining premium equity,” Komerz global chief operating officer Siddarth Shankar said.
Meanwhile, Valvis Holding executive Vassilis Stavrou said the partnership helps reduce the operational burden often associated with entering fragmented international markets.
“Partners who truly own both the commercial outcome and the physical stock simply do not exist in today’s fragmented ecosystem,” Valvis Holding executive Vassilis Stavrou said.
As UK consumers continue gravitating towards premium and health-focused beverage brands, Komerz and AQUA Carpatica are betting that a unified distribution play could help the Romanian water brand flow deeper into mainstream retail shelves.
