Macson: of the need virtue
Business world
The historic fashion chain resolves its network of stores and drives the online to grow again after losing half a billing in four years
Maite Gutiérrez
Barcelona
For a tree to grow again, some branches have to be pruned ”.With this chart example describes Domingo Obradors, CEO in the historic Macson Male Fashion firm, the process that the chain began in 2019 and has accelerated because of the pandemic.After a vertiginous growth, in 2016 it reached a record billing, up to 21.5 million euros.
But sales began to decrease rapidly from then."There was a change of consumption habits in our target and events such as the Rambla attack or the process impacted on the billing of our stores in tourist areas," says Obradors.
It manages to increase sales by 19% in 2021, up to 13 million euros, and returns to commercial ‘prime’ areas
The teaching, which is about to meet 80 years in the hands of the fourth family generation, has implemented a plan to resize its network of establishments and offer new services with the aim of curbing the decline in billing and recovering sales."The arrival of pandemic has helped us make decisions faster, we have closed stores that did not work sufficiently well and we have made relocations taking advantage of the fall in commercial rentals," says Obradors.
Macson now has 48 points of sale in Spain and Andorra and has returned to prime areas.Just a few weeks ago he opened in Portal de L’àngel, on Arcs street.Getting an acceptable and profitable rent in this privileged location - it is the most expensive commercial street in Spain - was “unthinkable” before the Covid, says Obradors. La crisis de la pandemia y los cierres de gigantes del textil como Inditex y H&M –están concentrando su oferta en grandes establecimientos con mayor valor añadido– ha supuesto un revulsivo para el retail y ha permitido a marcas como Macson entrar en zonas hasta ahora inasumibles para muchas cadenas.
The reconversion of the firm, founded in Barcelona in 1942, is completed with the impulse of the female fashion line - "it is working very well," says the CEO– and omnichannel, with the integration of the sale and face -toline - face -to -face - face -to -face -The firm has tripled its sales in the digital channel in two years -.With this change, the company has begun to recover sales, up to 13 million euros this 2021, 19% more than the previous year.The objective for 2022 is to reach 15 million euros.Later, Obradors plans to open more services in their establishments, such as perfumery or spaces dedicated to wine."The traditional store has to change and reinvent itself," he considers.
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