Despite the global economic slowdown, Desigual, a vibrant Spanish fashion brand, continues to grow at an impressive pace. Recently, it opened its first store in Germany, which has become the largest Desigual store in Europe. This expansion highlights the brand's confidence in the European market and its long-term strategy.
The brand now operates in 70 countries worldwide, with a strong focus on Germany and France as key growth markets. At the Berlin store opening, CEO Manel Adell shared that the company plans to open around 10 new stores in these regions within the next year. With a dynamic design philosophy that appeals to all ages—from young professionals to children—Desigual has built a loyal customer base.
Over the past seven years, the brand’s sales have grown by a staggering 20 times. Last year alone, Desigual generated 162 million euros in revenue, far exceeding its initial projections from 2002. Back then, the company had expected only 10 million euros in 2009 and 6 million in 2008. This rapid growth is a testament to the brand’s innovative approach and strong market presence.
Currently, Desigual has nearly 6,000 retail points across 70 countries. By the end of the year, the company aims to expand its footprint with 150 dedicated brand stores and 500 shop-in-shops. According to Adell, the Spanish market accounts for about 40% of total sales, but he remains optimistic about the potential in Europe, where 90% of the business is currently generated.
In the last two seasons, Desigual has expanded rapidly, opening over 600 new stores. Looking ahead, the brand plans to open 1,000 new sales outlets and 10 additional Desigual stores in Germany by next year.
What makes Desigual stand out? A unique product strategy that offers great value for money, combined with a youthful, energetic team of 1,700 employees, with an average age of 27. This blend of creativity, innovation, and passion has helped Desigual carve out a special place in the global fashion industry.
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