Last February, Mr. Wonderful announced the signing of Manuel Jadraque ---former CEO of Desigual and Pikolinos--- as the company's new chief executive with the mission to boost international expansion and consolidate its presence in Spain and Portugal. Nine months later, the Barcelona-based gift item brand with positive messages has already set this growth process to cruise speed and expects to close the year with nine more openings and with entry into Italy, where until now it only had a presence in the La Feltrinelli department stores.
Specifically, during the last four months, the company founded by graphic designers Ángela Cabal and Javier Aracil will account for eleven inaugurations, with six new stores located in Spain and five in Italy. Currently, Mr.Wonderful has a total network of 41 points of sale, including own establishments (28) and franchised ones (13). Most are located in the Spanish market, but there are also four establishments in Portugal ---a country that led the company's internationalization strategy---, and two recently opened stores located in the Italian capital, Rome.
Mr. Wonderful enters Italy hand in hand with franchisees and throughout what remains of December and January 2023, it plans to open three more stores in the country, bringing the initial network to five establishments. "Our strategic efforts are focused on consolidating our international expansion plan and continuing to bet on innovation in the design and development of our products," says Manel Jadraque, CEO of Mr. Wonderful.
In the Spanish market, the brand has ventured this year into two new commercial territories: airports and shopping centers specialized in outlet stores. In this regard, on November 12, it inaugurated a 90-square-meter point of sale in Terminal 4 of Adolfo Suarez Madrid Barajas Airport, a location it defines as "totally strategic for the brand that seeks to impact an international audience."
In parallel, Mr. Wonderful is strongly committed to outlets. In September, it established itself in the Getafe Style Outlet complex and on December 22 it will open its doors in San Sebastián de los Reyes The Style Outlets. The brand has also debuted in the Barcelona center Viladecans Style Outlet, where it occupies 112 square meters with its motivational objects full of messages of optimism.
In Barcelona, the chain landed in August at the Las Arenas shopping center and in Madrid it has established itself in Xanadú. In addition to its own and franchised stores, the company obtains 20% of its sales through the online channel and exports its gift and stationery items to some 20 countries. To finance its growth, Mr. Wonderful, which has a turnover of around 30 million euros, allowed the Realza Capital fund to enter its shareholding in 2017.