December 24 21
Brands

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WOMEN’S FASHION IS SALSA’S NEW FOCUS FOR THE SPANISH MARKET

Salsa, a Sonae group company, is developing a new store concept in the Spanish market, with the aim of strengthening its female positioning and developing a new multi-brand operation model for growing in the omnichannel segment.

This is Salsa’s strategy – which has in Spain its second-largest market – to reach a turnover of 60 million euros, the brand’s mark before the pandemic. The Portuguese company believes it can reach this number again in 2022.

El Corte Inglés is the main Salsa channel in Spain – with a network of 70 corner shops, which account for 28% of sales in that market –, and in 2022 the Sonae company intends to strengthen its presence in large department stores.

However, the big change will come from the multi-brand channel. Salsa, which operates with 300 wholesale selling points in Spain (23% of turnover), intends to implement a model that combines in-store sales with the stock management of digital transactions.

At the same time, Salsa started implementing a new store concept in Spain, the Women Jeans Studio, dedicated almost entirely to women’s fashion. The first store under this concept opened in the summer on Calle Hermosilla, in Madrid, and the medium-term goal is for the entire chain to have this new format, with some exceptions – such as the store located on the emblematic Gran Vía.

In this way, the brand’s Spanish stores are conceptually different from the Portuguese ones, which will continue to hold both men’s and women’s fashion. According to the Spanish newspaper Modaes, the company’s plans also include opening new stores.

Salsa’s distribution network in Spain also includes its own digital channel and marketplaces, which accounted for 23% of turnover in 2020 (compared with 14% in 2019).

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