A large curtain with a smiling face printed on it welcomes visitors to number 97 of Rambla Catalunya. Pulling back the curtain in a gesture that evokes entering a circus tent transports the customer to the colorful universe of the family fashion brand Bobo Choses, founded in Mataró in 2019. The establishment has opened in the heart of Barcelona as the brand's flagship store, as part of a new commercial strategy focused on retail.
From the outside, the curtain and the name on the sign are the only elements that break with the aesthetic of the previous company that occupied the premises: the historic firm of fabrics, textiles and wallpaper Gancedo, which has moved to Pau Claris street with a showroom. Now, Bobo Choses revives the premises with its family fashion proposal aimed at fostering creativity and promoting fun, with a palette of vibrant colors, author's prints and characteristic patterns. It has brought the establishment back to life, preserving its iconic wooden facade, which has been part of the architectural heritage of the city's emblematic shops since 2016.
The facade is not the only thing Bobo Choses has preserved. The garments climb the unique shelves that characterized the Gancedo store, designed by architect Curro Inza. Bobo Choses has chosen to restore them and now use them as a support to present its product to visitors, with Adriana Esperalba as designer. Esperalba launched the brand 15 years ago with a former partner due to the difficulties in finding clothes for her children that matched their tastes.
The firm, which closed 2023 with a turnover of 24.5 million euros, faces 2024 expecting to grow by 10%From a children's clothing brand, it became a family fashion proposal with garments for adults during the pandemic, as explained by the designer and her brother and CEO of the company, Pim Esperalba, in conversation with The New Barcelona Post. It was in 2021 when they embarked on accompanying children's clothing with products for adults. They currently prioritize promoting their proposal aimed at women, with the intention of later addressing the male public.
Thus, in a context where children's clothing represents two-thirds of the brand's sales, Bobo Choses is committed to growing especially among the adult public, and positioning itself as a brand also oriented to this target, regardless of whether they buy children's clothing or not.
The Rambla Catalunya store, which has opened after an investment of 500,000 euros to adapt the premises, is the second for Bobo Choses, which also has an establishment in the Born. This joins the outlet that the brand has in Mataró, where its offices are also located, curiously, in an old factory of the Magia Borràs toy company.
The 250-square-meter establishment has been conceived not only as a clothing store, but as a space for families, with play areas for children that include an interactive screen and an overhead camera over large cushions where they can jump and have fun. In this area, Bobo Choses will also offer workshops aimed at both children and adults.
This opening reflects the company's desire to focus on the end customer. The firm, which closed 2023 with a turnover of 24.5 million euros, faces 2024 expecting to grow by 10%, according to its CEO. Currently, it concentrates most of its sales in multi-brand channels, located in more than 46 countries in more than 600 points of sale. This channel represents 80% of the company's turnover, while 20% falls on direct sales to customers, also online. Bobo Choses plans to increase the weight of customer purchases also through this commitment to retail, materialized in this new store in the heart of the Catalan capital.
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