Main img

Who we are

LOUX today


Εργοστάσιο λουξ Ιωάννης και Πλάτωνας Μαρλαφέκας


The development of Loux's network, which has currently reached 75,000 points of sale, is supported by more than 500 agents throughout Greece, with all the auxiliary means of sales, such as refrigerators, shelves, as well as complete promotional material.  

Thanks to successful management and decision-making during the last few years, Loux has managed to double its turnover in the last decade, continuously expanding and focusing its strategy on claiming a higher share of the domestic market, while strengthening its corporate extroversion. 

The company's turnover for 2017 exceeded EUR 33 million, noting an increase of 5% on the revenue of the previous year, as well as a 7.2% increase in profitability compared with 2016. Moreover, Loux has managed to maintain the 2nd position in the market share of soft drinks overall, with a share of 10.4% according to the data of the IRI for July 2018, compared with 8.9% for the same month of the previous year. At the same time, in the market of flavored soft drinks, Loux currently holds a share of 30.5% compared with 25.5% in July 2017, ranking 2nd, despite the market's actual downward spiral.

Furthermore, within the same decade, Loux has managed not merely to maintain its job positions, but also to raise them by 102% by investing in the local communities where it conducts its business activities. In the past eight years, Loux has made investments amounting to a total of EUR 20 million in equipment and facilities, making exclusive use of its own funds, with the most recent investment at EUR 6 million for the creation of a new line. At the same time, the company has already proceeded to draw up a new investment plan for 2018-2019, amounting to EUR 2 million for mechanical equipment, while further investments are currently being scheduled in a wider sense.


The LOUX way

There is something unique in the citrus fruit of Greece. Due to this natural superiority of the Greek fruit, LOUX brings an added value, creating traditional, natural and authentic Greek flavors.

"A good product” is not wished upon or a "secret" of LOUX. It’s the epitome of the "LOUX reputation". It is a daily practice, linked with the respect to the consumer and the self-evident right of quality and enjoyment.

Principles and values were passed on from their father Panayiotis Marlafekas to his sons, Costas, Yannis and Platonas. Business should always be based on the three fold success: good governance, economical administration, accurate measurement and knowledge of costs. Also, to move forward with fixed and non-negotiable values: passion for quality, creativeness, a thirst for innovation, respect to all people and, above all, ethos".


Our employees

Human resources is one of the most precious assets for a firm, for it is the key to success, since each company depends on the productivity and the innovative ideas of its employees. Today LOUX employs 130 workers in Achaia, Athens and Thessaloniki. A developed network, supported by 500 representatives covering geographically all areas of the country, as well as all the extras for sales, such as refrigerators, shelves and full promotional material.

The people at LOUX are a solid group of well-qualified, experienced staff, with vast knowledge and skills that make the company stand out in the soft drinks and juices industry. LOUX, totally understanding the philosophy of human resources within the company ensures the satisfaction of its employees and the continuous improvements to creating a modern, safe working environment.


LOUX growing rapidly

Thanks to the successful management of the company and of good decisions it has taken the past years, LOUX has managed to become the 2nd leading beverage in the soft drink with flavor market, constantly gaining market share at the expense of the two large multinationals in the industry.

LOUX is now the largest and most specialized Greek Soft drinks and juices company. As an economic and business entity, the last years it has built up an impressive growth rate and a stable and continuous improvement in all of its financial figures.

From 2012 LOUX holds the second position of the domestic market, with a market share above 20%, in the all flavors category. (Nielsen figures - 21% of the total market share - by 19 % / 20.8 %, National share - measurements August - September 2013). 

In 2014, Loux generated sales of 28.6 million euro, having an increase of 5.9% compared to 27 million in 2013. In 2014 Loux’s pre-tax profit was 3.1 million euro against 2.3 million in 2013, having an increase of 33%. Moreover, the past eight years Loux has captured a further two percent of the market share.

Overall, the last five years (2008 - 2013) LOUX increased its sales by 30%, while being able to improve their share of more than 2 percentage points. In addition, the last eight years LOUX implemented productive investments totaling 20 million Euro, using only its own capital.

Simultaneously, the banking company's liabilities and loans are zero, which gives LOUX an important advantage in the current financial environment.

Since 2008 LOUX has increased jobs by 30%. In addition, year after year, the constant increasing export performance makes LOUX as one of the most important ambassadors of Greek products in the international markets.

These striking figures are the result of a sustainable plan and conscious, specific business decisions. With sound and prudent management, with decisive initiatives, but with a constant thirst for creativity, innovations and distinctions, LOUX is growing year after year leaving a positive mark and contributing actively to the Greek Economy.