Showroomprive vuelve a dar un vuelco a su cúpula en España en plena reestructuración internacional
Nuevo vuelco en la cúpula de Showroomprive en España. La compañía francesa ha nombrado a Alicia Formoso como nueva responsable del mercado español tras la salida de Clara Lloveres, quien había asumido la dirección general de la filial a principios de este año. El relevo se produce en plena reestructuración internacional del grupo.
Lloveres estaba al frente de la filial de Showroomprive desde principios de este año, cuando Borja Gómez abandonó la dirección general para asumir el cargo de vicepresidente global de desarrollo de negocio, aunque continuó basado en Madrid.
Su relevo será ahora Alicia Formoso, hasta ahora category manager de Showroomprive en el país, según ha confirmado la compañía a Modaes.es. Igual que Lloveres, Formoso se incorporó a Showroomprive procedente de Vente Privee, onde trabajó durante cuatro años. Con anterioridad, la ejecutiva había ocupado puestos de responsabilidad en Caramelo.
El cambio en el equipo de la filial se produce en un momento complicado para Showroomprive. En España, la empresa pasó de trazar un ambicioso plan de expansión a dar un paso atrás, con el traslado de su sede a unas nuevas instalaciones de menor superficie. La empresa se instaló en la calle Libertad de Madrid, donde también tiene su sede la distribuidora Cia de la Moda, coimpulsada por Borja Gómez. Actualmente, la empresa emplea a 41 personas en España tras cinco incorporaciones en el área comercial.
Alicia Formoso se incorporó a Showroomprive en 2016 procedente de Vente Privee
A escala internacional, la empresa ha encarado en los últimos años un plan de reorganización con el objetivo de frenar las pérdidas y retomar la senda del crecimiento. Cuando la compañía estaba aún en una fase alcista, Conforama se hizo con el 16,86% del capital por 157,4 millones de euros. Pero, apenas unos meses después, el grupo galo vendió su participación a Carrefour por menos de la mitad, 79 millones de euros.
Tras la operación, la empresa reconoció “dificultades operacionales” y una “falta de eficiencia comercial” trazó una nueva hoja de ruta hasta 2020. En el marco de este plan, la empresa acometió a finales del año pasado una ampliación de capital de cuarenta millones de euros y, a principios de este año, anunció su salida de Reino Unido, Alemania y Polonia.
Showroomprive, que cotiza en bolsa desde 2015, cerró el ejercicio 2018 con unas ventas de 672,2 millones de euros, un 2,6% más que el año anterior, y redujo sus pérdidas hasta 4,4 millones de euros.
La empresa se encuentra inmersa en un proceso de reestructuración a escala global
La crisis de Showroomprive es uno de los principales ejemplos del debilitamiento del modelo de las ventas flash, que vivió su era dorada durante la crisis. Su principal competidor, la francesa Vente Privee (ahora reconvertida a Veepee), ha reducido su dependencia de ese modelo con el lanzamiento de líneas de venta de viajes y un marketplace.
La empresa cerró 2018 con un crecimiento del 12%, hasta 3.700 millones de euros, y tiene en España su segundo mercado por facturación, con unas ventas que rondaron el año pasado los 400 millones de euros.
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