Es Collection pone rumbo a los diez millones y busca aliados en Latinoamérica
Es Collection apuesta por mercados emergentes. La compañía, propiedad del grupo catalán Denier y especializada en moda de baño e íntimo masculino, ha puesto en marcha una estrategia de expansión en el mercado latinoamericano para reforzar su presencia en la región.
En concreto, el grupo está en búsqueda de partners en Argentina, Colombia y Brasil para penetrar en el canal multimarca online. En el marco de esta estrategia, el grupo tiene previsto finalizar el ejercicio de 2018 con una facturación de diez millones de euros.
La compañía se encuentra en pleno proceso de expansión internacional. El pasado junio, Es Collection aterrizó en el mercado chino de la mano de tiendas multimarca y de la plataforma de ecommerce Secoo. Además, la empresa se encuentra ultimando una alianza con Tmall, marketplace propiedad del gigante Alibaba. El acuerdo se encuentra estancado debido al lento proceso del registro de la marca.
Es Collection ha reforzado su estrategia en el canal online, donde factura el 60% del total
El mercado europeo es donde más asentada está la compañía, con presencia en más de treinta tiendas en ciudades como Atenas, Colonia, Hamburgo, París, Milán o Praga. En España, el grupo cuenta con siete establecimientos propios, además de franquicias en Canarias, Madrid, Cataluña y las Islas Baleares. En total, la empresa cuenta con alrededor de 240 puntos de venta repartidos en todo el mundo.
Es Collection está basando su estrategia de expansión en el canal online, donde factura el 60% de las ventas totales del grupo. Según Eduard Sunyer, consejero delegado de la empresa, “el comercio online está creciendo en detrimento del offline, que está en decadencia”. Por eso la empresa ha decidido frenar su expansión a través de aperturas de tiendas físicas.
La compañía es propiedad del grupo catalán Denier, histórico fabricante de tejidos, forros y corsetería para terceros. En la actualidad, la empresa está pilotada por la segunda generación de la familia fundadora, con Eduard Sunyer y Joan Busquets como responsables.
La empresa desembarcó el pasado verano en China, en puntos de venta multimarca y el ‘marketplace’ Secoo
En 2006, el grupo decidió cambiar el rumbo de su negocio con el lanzamiento de Es Collection. Tres años más tarde, el grupo continuó diversificando su oferta con la puesta en marcha de otra marca: Addicted, también especializada en prendas íntimas para hombre, pero enfocada en el público gay.
Es Collection y Addicted han ido evolucionando con diferentes líneas. Hace un año, la primera amplió su oferta al público femenino, mientras que Addicted lanzó una submarca: Fetish.
Es Collection está basada en el barrio de Poble Nou de Barcelona, y cuenta con una plantilla de 53 personas, dos de ellos de origen chino para pilotar la expansión en el país. Con la ampliación del negocio, la empresa cerró su fábrica en España y abrió una planta en Taiwán, donde fabrica para terceros, aunque continúa produciendo algunas de sus prendas en Poble Nou.
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