Roman Baran, AstorMueller

What sets AstorMueller apart in the footwear industry?

Our core strengths lie in continuous collection development, with seasonal updates, and strategic investments in technology to enhance product functionality, fit, and comfort.

From a process perspective, we optimize operations by leveraging regional expertise. Strategic direction, product development, production, and high-value-added services such as technology, marketing, e-commerce, procurement, and logistics are managed across specialized hubs. This structure allows us to maximize efficiency, agility, and expertise in each area of our business

What do you find most rewarding and challenging as GM of AstorMueller Romania?

The most rewarding aspect is the team, every team member of AstorMueller. What we have built, and what we are building going forward, is all thanks to the team.

One of the most challenging areas to respond well to is the unpredictability and volatility of both consumer markets and the production and supply chain.

What key trends are shaping shoe production today, and how is AstorMueller adapting?

In a rapidly evolving market, agility and collaboration are key. External factors such as shifting consumer behavior, economic caution, and climatic variations impact demand from both B2B partners and end consumers. At the same time, the growing importance of CSR and sustainability means that transparency regarding product materials and origins is more crucial than ever.

At AstorMueller, we embrace a leadership approach that fosters adaptability, teamwork, and synchronized decision-making. Our response to these challenges is driven by cross-functional collaboration across all teams, ensuring agility and alignment with market needs:

• Strategic collection planning that balances diversity in product types and pricing to address fluctuating consumer demand.
• Accelerated production and delivery through strong partnerships with suppliers, manufacturers, and logistics providers.
• Seamless coordination between product strategy, sales, sourcing, and supply chain teams to enable fast, informed decision-making that benefits both customers and partners.

By working together as a unified team, we ensure resilience and flexibility in an ever-changing landscape—staying prepared for the unexpected while shaping the future with confidence.

How is AstorMueller using innovation to improve shoe design and production?

Innovation is a constant driver of progress in our industry. Beyond advancements in product functionality, technology plays a key role in optimizing processes and enhancing efficiency. Two examples include:

• Leveraging digital tools to accelerate sample development, reducing decision-making time from weeks to just a few days.
• Implementing digital showrooms and sales applications to streamline order placement and improve delivery efficiency.

By integrating technology into our operations, we enhance agility, responsiveness, and overall market adaptability.

What steps is AstorMueller taking to make shoe production more sustainable?

Sustainability is a critical yet multifaceted concept, often interpreted in different ways. At AstorMueller, we view sustainability as an ongoing, complex process that requires continuous improvement and responsibility at every stage of our operations.

Our concrete actions today include:

• Sourcing responsibly: We use leather from gold-certified tanneries accredited by the Leather Working Group (LWG).
• Eco-friendly packaging: We prioritize recyclable materials in our packaging to minimize environmental impact.
• Stringent product safety: All components undergo rigorous testing to ensure compliance with Restricted Substances List (RSL) standards.
• Industry compliance: As a member of CADS (Cooperation for assuring defined standards for shoe- and leather goods products), we adhere to strict product standards.

Through these initiatives, we are committed to making a meaningful impact while continuously evolving our sustainability practices.

Outside of work, what are some of your passions or hobbies that help you unwind?

I love spending time with my family. According to the Latin saying “Mens sana in coropore sano” (a healthy mind in a healthy body) the main activities that I constantly practice and enjoy are sports (jogging, football) and reading.