Changes in La Sirena's strategy. Practically two years after the emblematic frozen food chain passed into the hands of businessman José Elías, owner of the energy company Audax, the company has announced a plan to substantially increase the sale of dry products, that is, non-frozen, entering into competition with the rest of the supermarket chains. "We are committed to the transformation of our store model, whose objective is to provide the customer with a complete, economical, balanced, and healthy purchase, maintaining our essence as frozen food specialists", announced Xavier Lafitte, new general director of La Sirena replacing Jorge Benlloch.
According to the company, the idea is to adopt a new establishment format in which the number of dry or packaged products will be tripled, reaching 700 references. This market store model will debut on Rambla Guipúzcoa in Barcelona, in a newly opened establishment where customers will be able to access an offer of 1,200 products, including dry, fresh, and frozen references. In addition, this store will also incorporate a bakery "to allow the customer to make a complete purchase," the company states.
La Sirena could follow, in this sense, a trajectory similar to that of BonÀrea. Initially, in the stores of the former Àrea de Guissona only meat products were sold, but over the years the model evolved and today the chain's establishments operate as small supermarkets, selling all kinds of products. A strategy similar to that also followed by Ametller Origen which, while maintaining specialization in fruits and vegetables, has diversified into other categories that allow for a complete basket.
"At La Sirena, we constantly work to improve our customers' experience", highlights Lafitte, who this year plans to make an investment of six million euros in 24 stores, including openings, relocations, and renovations.
La Sirena, which this year celebrates its 40th anniversary, closed the 2022 fiscal year with a turnover of 175 million euros, a figure that represents a 15% increase compared to 2019, the year prior to the pandemic. In relation to 2021, turnover fell by 2%. The company now has a network of more than 275 stores, and its workforce exceeds 1,300 employees. According to the company founded in Terrassa, its market share amounts to 12.45%, leading in the segment of specialized frozen food stores. Sales through the online channel have tripled over pre-pandemic figures, reaching a turnover of three million euros.
The company highlights that its commitment to boosting omnichannel has also led it in the last year to boost the export business and to expand agreements to supply the restaurant sector (Horeca) or reach customers through operators such as Glovo or Amazon.
In July 2021, the multifaceted businessman José Elías, through the business holding Excelsior Times, bought La Sirena from the British fund Op Capita. Among other businesses, he also controls Audax Renovables and is the main shareholder of Ezentis.
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