Desigual starts European online sales
13 September, 2010
The Happy Collection in Desigual stores this 2010/2011 autumn-winter season.
The end of September will see Catalan business Desigual join labels who this year opened an Internet sales channel.
No-one wants to miss the online retail boat, and it seems that 2010 will be remembered as the year when many fashion labels opened or are to open their own virtual store. The last one to join the new sales channel model is Desigual. Its managers, who have spent more than six months working on completing the project, say that the online store was partly the result of demands from the label’s consumers. “We are setting up the channel so that we can offer our customers greater attention and meet the numerous requests we receive,” Desigual explained.
Initially, the online store will only operate in five European countries: Spain, Germany, France, the United Kingdom and the Netherlands. Despite this, and true to the philosophy of a company that is always undertaking new projects, the rest of the European market will not have long to wait. It is expected that by 2011, the virtual sales channel will be operational in new European countries, as well as other parts of the world. “The only collection that will not be available online will be children’s clothing. All the other current collections – women, men and accessories – can be bought online,” the company explained.
France is key
Apart from this project which will soon see the light of day, Desigual is also in the midst of an expansion in the French market. “Our mid-term aim is to double the number of own stores in France, making a total of 20 establishments. We also want to increase overall turnover by 17% here, achieving around €80m,” the company said. To fulfil this work plan, another store has just opened on Paris’ central Rue de Rivoli. Desigual now has 10 establishments in France, 6 of which are in Paris. These include the label’s flagship store in the Opéra district. The opening of this store required an investment of €2.5m and created 40 new jobs.
As well as the opening of the new stores, one of the company’s most emblematic projects is the construction of its new corporate headquarters. The project, designed by Ricardo Bofill, contains a space of over 11 thousand square metres and is scheduled for completion in 2011. The new building, to be situated next to the W Barcelona Hotel on Passeig Joan de Borbó, will be where the Desigual Barcelona workforce of 400 will work, 120 of whom are designers.
Desigual, which was established in 1984 and is run by its founder Thomas Meyer, the current Chairman, and Manel Adell, Managing Director, ended 2009 with a turnover of €300m, 85% up on the previous year. For 2010, it expects to increase this figure to €450m and will be investing a total of €80m in opening new stores.