With over 20 years of entrepreneurial experience and an impressive record of flagship interior-design projects, Elena Oancea has built a reputation for turning companies into leaders.

In 2024, she joined Goldbach Group as Co‑CEO alongside founder Florentin Avădanei, bringing her strategic insights to bear on a portfolio of eight companies spanning retail parks, property management, construction, real estate development, architecture, interior design, renewable energy, and EU-funding consultancy.

Under Elena’s leadership, Goldbach Group is evolving from a network of specialized companies into a unified holding with accelerated development goals. Her commitment to long-term community growth is guided by ESG-driven principles that ensure each project benefits people, the environment, and future generations. Two key divisions—K2 Retail Properties and K2 Design Lab—are central to that strategy, with Elena directly overseeing their growth.

Speaking about her leadership philosophy, Elena emphasizes the equilibrium of vision and execution:

“True success is built on balancing vision and execution. Strategic vision sets direction and purpose, while transformational leadership inspires teams to contribute daily. Even the best ideas can remain theoretical without flawless execution—so I aim to unite both to deliver effective responses to today’s business challenges.”

What fuels her motivation?

“My primary inspiration comes from people and continuous transformation. I believe that strong, mutually beneficial relationships are the foundation of growth. This mindset has helped me build a motivated team — because a leader’s main responsibility is to assemble a team that shares a common ideal.”

Elena overcame two significant challenges in integrating Goldbach’s diverse portfolio: clarifying the shared vision and building a high-performing team. She believes business is ultimately about people solving real problems:

“Everything we do at Goldbach answers the question: ‘How can we, with our experience, creativity, and professionalism, meet the real challenges of clients and partners?’ Our vision and team provide clarity, but what truly defines us is our mission to create positive impact through every project and support local communities.”

Driving Local Development and Sustainable Impact

Retail parks have become a powerful force for local economies. To date, Goldbach has invested over €36 million through K2 Retail Properties, contributing €120,000 in local taxes across 10 operating parks. With 14 more under development, the total investment is expected to support approximately €650,000 in local budgets by 2027. These parks have already created 110 jobs, with a projected 340 employees once the full network is operational—clearly reflecting the company’s commitment to job creation and municipal revenue.

Goldbach’s impact extends beyond retail. Through Goldbach Energy, two photovoltaic parks—Simian and Salcia—are ready to build at 12 MW capacity, with additional parks in Motru and Gruia adding another 12 MW plus energy storage. Meanwhile, Goldbach Construct, Goldbach Design & Build, and Goldbach Development have delivered complex industrial and civic infrastructure, and Goldbach Consulting has facilitated more than €14 million in EU-funded projects over five years.

Sustainability: A Core Driver

Sustainability is not merely a buzzword at Goldbach—it’s integral to efficient operations. By embedding eco-criteria from the design phase, the group reduces operational costs for tenants and supports broader ESG goals. A group-wide implementation of ESG standards began in December 2024 to ensure consistent, long-term social and economic benefits:

“The immediate benefit of sustainability is reduced operating costs, and in the long term it creates a foundation for development and stability across society.”

Charting Sustainable Growth to €100 Million by 2030

Goldbach Group’s vision is to reshape local economies through complex, community-centric projects. Their medium- and long-term strategy includes growing the K2 retail portfolio—currently at 13,000 m² of GLA—with a target of 50,000 m² by 2027. They’re also taking K2 Design Lab international, bringing Romanian design expertise to global markets. With a goal of achieving €100 million in revenue by 2030:

“We aim to strengthen each company’s market position and maintain sustainable growth. While we’re open to new opportunities, our focus remains on executing our well-defined growth plan. We’re also prioritizing digitalization and integrating AI tools across our processes starting in 2025.”

Built on Entrepreneurship and Intrapreneurship

Goldbach’s competitive edge lies in its diversity and operational agility. The group leverages an entrepreneurial culture that values initiative and personal contribution. By guiding each project—from land acquisition to construction and property management—through a transparent and efficient workflow, they deliver robust outcomes.

“Under the umbrella of Goldbach Group, we benefit from improved business connectivity and a coherent long-term strategy.”

From retail trends in smaller communities to retail parks, K2 Design Lab projects, and renewable energy, Goldbach Group is shaping a future where local development, sustainability, and innovative design drive economic resilience and quality of life across Romania.

Read the article here. Original publication date: 10.06.2025