Alin Trușcă, founder of EVOhoreca: The story of an entrepreneur dedicated to innovation and people

Discover Alin Trușcă’s entrepreneurial journey, founder of EVOhoreca, and learn lessons in leadership, perseverance, and business innovation.

Alin Trușcă is the founder and CEO of EVOhoreca, a company that also includes the brands JUKO, Studio32, truEvents, and MobilaMania. For 23 years he has been active in entrepreneurship, launching Romania’s first online furniture store in 2004 and developing businesses that combine quality, sustainability, and innovation in HoReCa, urban furniture, playground equipment, and residential and consumer solutions.

C&B: How would you describe yourself in one sentence?
Alin Trușcă: I am an entrepreneur who learns from mistakes, constantly reinvents himself, and believes that people and the team are the true value of any business, even when challenges seem insurmountable.

C&B: The key moments that defined you
Alin Trușcă: Since my teenage years I dreamed of becoming an entrepreneur, and this desire motivated me to start in 2002, while still in my second year of university, with only a few months of work experience. In 2004, I launched Romania’s first online furniture store, and in 2006 I founded a furniture factory and a turnkey online store development agency, combining my passion for design and technology.
Since 2005, my wife, Raluca Trușcă, has worked alongside me, holding the position of COO of the company and actively contributing to the development of the team and daily operations. The decision to temporarily close the business came in 2009, due to financial blockages caused by the economic crisis, and it was a tough lesson in responsibility and perseverance.
The period 2011–2019 marked the peak of EVOhoreca’s growth, and the subsequent crises forced me to launch JUKO and consolidate the brands Studio32, truEvents, and MobilaMania, each with its own domain: Studio32 for premium residential furniture, MobilaMania for entry- to medium-level consumer residential furniture, JUKO for urban furniture and playground equipment, and truEvents for equipment, furniture, and special lighting for event venues and conference halls.

C&B: The most difficult moment and how you overcame it
Alin Trușcă: Between 2009 and 2011, the business went into total financial blockage: debts, lawsuits, foreclosures. I went through a period of physical and emotional exhaustion, supported only by my family. The essential part was taking responsibility and working constantly to pay off debts, rebuild the business, and keep the team intact. This experience taught me the value of resilience and perseverance.

C&B: A dream or ambition that has always guided you
Alin Trușcă: To build businesses that generate real value for clients and the community, to create stable jobs, and to prove that success comes through work, innovation, and respect for people.

C&B: How you were at the beginning and how you feel you have transformed
Alin Trușcă: At the beginning, I was naïve, impulsive, and very passionate, without practical experience. Today, at 42, I am more calculated, strategic, and aware of the impact of my decisions on the team, clients, and community. But the enthusiasm and the desire to create value have never disappeared.
Over the years, I have built a small but dedicated team, hiring entry-level colleagues whom I trained and mentored with care. Many of them have advanced and now work in large companies or have become entrepreneurs themselves, which brings me joy and motivates me to continue investing in people.

C&B: What would your team or collaborators say about you?
Alin Trușcă: They would probably say that I am demanding but fair; that I put pressure when needed, but always with the goal of achieving results; that I never give up and that I always try to encourage innovation and responsibility.

C&B: The most important decision that changed your trajectory
Alin Trușcă: The decision to temporarily close the business in 2009 and rebuild everything from scratch was the pivot of my entrepreneurial life. I learned to prioritize cash flow, relationships, and the team, and to treat every financial decision with maximum responsibility.

C&B: Your leadership style and decision-making process
Alin Trușcă: It is a combination of instinct and experience. I made many decisions “on the go,” but each mistake taught me how to plan more strategically, how to communicate more transparently, and how to involve the team. My leadership was shaped both by experience and by taking responsibility and self-mentorship.

C&B: What differentiates your business
Alin Trușcă: EVOhoreca and its associated brands are not just about profit. The difference lies in quality, customization, sustainability, and taking responsibility for everything we deliver to clients. I have always maintained the human dimension of the company, relying on close relationships with the team and on the internal development of talents, which allows us to have an authentic and high-performing organizational culture.

C&B: A typical day and moments of satisfaction
Alin Trușcă: A day starts with numbers, orders, negotiations with clients, and discussions with suppliers. The moments that bring me the greatest satisfaction are when I see the team mobilized, clients satisfied, and projects delivered flawlessly. These remind me why I built everything and why every effort is worth it.

C&B: Values and principles
Alin Trușcă: Honesty, perseverance, respect for people and money, innovation. I apply them every day in strategic decisions, in relationships with clients and suppliers, and in the way I lead the team.

C&B: The idea and name of the business
Alin Trușcă: EVOhoreca was born out of the desire to deliver real value in HoReCa. The name “EVO” comes from Elegant. Versatile. Original., which from the beginning reflected the brand’s philosophy. After a few years, I kept the EVO acronym but changed the slogan to “We make every space count!” because it better expresses our current mission.
Over time, we expanded the portfolio with:
● JUKO – urban furniture and playground equipment;
● Studio32 – premium residential furniture;
● MobilaMania – entry- to medium-level consumer residential furniture;
● truEvents – equipment, furniture, and special lighting for event venues and conference halls.

Each brand reflects its mission and field, but all share the same vision: quality, sustainability, and innovation.

C&B: A message for those who follow your example
Alin Trușcă: Be brave, perseverant, learn from mistakes, take risks, respect people and your values. Obstacles are not barriers, but steps that shape you and show you how far you can go.

The journey of Alin Trușcă and EVOhoreca shows that perseverance, innovation, and respect for people are the keys to entrepreneurial success. An example of authentic leadership and value-driven strategy.