Despite the global economic slowdown, Spain's renowned fashion brand, Desigual, continues to grow at a rapid pace. Recently, it opened its first store in Germany, which has become the largest Desigual outlet in Europe. This strategic move highlights the brand’s commitment to expanding its presence in key European markets.
Desigual now operates in 70 countries worldwide, with a strong focus on Germany and France as primary growth areas. During the grand opening of its Berlin store, CEO Manel Adell shared that the company plans to open around 10 new stores in these target regions within the next year. The brand's vibrant and creative designs have captured the attention of a wide range of customers, from young adults to children, making it a favorite across different age groups.
Over the past seven years, Desigual has seen an impressive 20-fold increase in sales. In 2023, the brand reported revenue of 162 million euros, far exceeding its earlier projections. Back in 2002, the company had forecasted just 10 million euros in sales for 2009, showing how much the brand has grown since then.
With nearly 6,000 retail outlets across 70 countries, Desigual is continuously expanding its footprint. By the end of the year, the company aims to have 150 dedicated Desigual stores and 500 shop-in-shops. According to Manel Adell, the Spanish market accounts for about 40% of total sales, but he remains confident in the potential of the European market, which currently contributes 90% of the company’s business.
In the last two seasons alone, Desigual has opened over 600 new stores. Looking ahead, the brand plans to open 1,000 new retail locations and 10 new Desigual stores in Germany by next year.
What makes Desigual stand out? A unique product strategy that delivers high value for money, combined with a youthful and energetic team—average age of 27 and a workforce of 1,700 employees. This blend of creativity, innovation, and strong customer appeal has been key to the brand’s continued success.
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