La Sirena has achieved a turnover of more than 178 million euros in 2023, a figure very similar to the 175 million recorded in 2022. Its goal for this year is for sales to reach 185 million (+4%). In the last fiscal year, the Barcelona-based frozen food chain increased its ebitda by 10%, to 7.8 million, and reduced its debt by 8 million, bringing its net financial debt to 5.7 million. Thus, the debt ratio stands at 0.73 times ebitda. Ebitda forecasts for this year point to 8.5 million.
Since 2021, La Sirena has belonged to businessman José Elías ---president of the electricity company Audax Renovables--- who, through the business holding Excelsior Times, bought the chain from the British fund Op Capita. To guarantee La Sirena's financial stability, its sole shareholder has reinforced its net worth with a contribution of four million euros, as reported by the company in a statement.
With a network of more than 275 stores, La Sirena employs 1,200 people and markets 800 frozen product references. In the last year, 130 new products have been launched and 33 new products developed to cover the needs and dietary profiles of consumers. One of the outstanding projects for 2024 is the launch of a new website and a mobile application to make online shopping more agile. According to the chain, its virtual store experienced a 10% growth last year.
Another of La Sirena's commitments is the development of the market concept, a new store model that substantially expands the number of dry products, i.e., non-frozen (up to 1,600 references). Currently, this concept has already been applied to 21 stores throughout Spain. "We are committed to the transformation of our store models, with the aim of facilitating a complete, economical, balanced and healthy purchase, maintaining our essence as frozen food specialists," explains the general director of La Sirena, Xavier Lafitte.