Desigual, a Spanish fashion brand, has rapidly expanded in 2010

Spanish Fashion Brand Desigual

Despite the global economic downturn, Desigual, a Spanish fashion brand, is still in the process of rapid expansion, including opening its first store in Germany and making it the largest store in Europe.

Now, the brand has sales in 70 countries around the world. The Barcelona company will use Germany and France as its most important growth market in the coming year. At the Berlin store opening ceremony, CEO Manel Adell said: "In these target markets, we will soon see about 10 stores will be established."

The brand's vivid and innovative design attracts customers from different ages, from intellectual men and women to cute children. In the past 7 years, Desigual sales increased 20 times. Last year's sales reached 162 million euros, and the company's 2002 forecast is far below this figure. At that time, sales in 2009 were expected to be 10 million and sales in 2008 would be 6 million.

Spanish Fashion Brand Desigual

As for its distribution network, Desigual now has nearly 6,000 sales outlets in 70 countries, and by the end of the year it will reach 150 Desigual brand stores and 500 shop-in-shops. Manel Adell said: "The Spanish market accounts for about 40% of the company's total sales. And I'm quite optimistic about the European market. This year, 90% of our business comes from Europe. I think there is still a lot of room for growth in Europe."

The brand has developed rapidly in the last two seasons and opened more than 600 stores. Looking ahead to next year, the brand plans to open 1,000 sales outlets and 10 Desigual stores in Germany.

What is the secret of Desigual's success? Is a product strategy, the product has a unique personality, very popular in the market segment, making people feel value for money. Desigual employees have a positive attitude, with an average age of 27 and a population of 1,700.