From Barcelona to the world. This phrase applies perfectly when describing the business trajectory of Natura Bissé, the cosmetics brand founded in the Catalan capital in 1979 by the Fisas family. The name of Barcelona has always accompanied the firm, which has managed to position itself in the highest segment of the international skincare sector, associating its image with luxury, the use of cutting-edge technology and ingredients, and the world of spas and treatment centers. Thus, 82% of Natura Bissé's sales are generated outside of Spain, with its largest clients being the United States and China, although the company has a presence in 40 countries.
The company, which markets a range of 150 products adapted to different skin types, has announced that it expects to close 2023 with a turnover of 100 million euros, a figure that represents an 11% growth compared to the 90 million it earned the previous year. One of its main objectives is to grow in Europe, a market in which it has launched a plan that aims to double its multichannel presence in the next three years.
To achieve this, the group led by Verónica Fisas, daughter of the founder and independent director of CaixaBank, has just signed a strategic alliance with the consulting and services firm Arch Amenities Group, which covers both the European Union market and the United Kingdom. Based in Rockville (Maryland, United States), Arch will open the door for Natura Bissé to expand its presence in the European luxury spa sector, as this firm works for major hotel brands such as Waldorf Astoria, Four Seasons, and The Ritz-Carlton.
According to Natura Bissé, this agreement "represents a great complementary growth opportunity for both brands, which will recommend each other, capitalizing on both Natura Bissé's consolidated reputation, its products and professional rituals, and Arch Amenities' vast experience in management and consulting services in wellness centers and luxury spas."
In the words of the CEO of the cosmetic brand, Verónica Fisas, the alliance represents "a vital change in the way both brands address the changing needs of the European market and reinforces our joint commitment to offer limitless innovation, inspiration as a pillar of growth, and agile, tailored solutions."
Currently, Natura Bissé has a presence in more than 450 hotel spas worldwide, 35% of which are in Europe. The goal now is to double this European presence in the highest-level hotel segment, but also in other channels where the brand operates. "Collaborating with Natura Bissé in Europe is a magnificent opportunity for Arch at a time when we want to expand our presence on the continent," says Barry Goldstein, CEO of the American firm.
It was at the beginning of this year when Natura Bissé became part of the preferred supplier program for centers managed or advised by Arch Amenities in the United States. This agreement allowed the Barcelona-based family brand to come into contact with renowned luxury establishments in the wellness sector such as the Eden Rock hotel in Miami Beach or the Waldorf Astoria in Washington. Now, the collaboration is scaled and extended to the entire European continent through a "non-exclusive strategic agreement" for all of Europe and the United Kingdom.
A booming sector
Owned by the New York investment group CI Capital Partners, Arch Amenities offers management and consulting services for hotels as well as spas, gyms, swimming pools, meeting centers, private clubs, and commercial and residential facilities. In addition to operating and managing these facilities daily, it also provides analysis services, feasibility studies, planning and technical design of equipment, and specialized personnel recruitment. According to the American company, this year, its spa division will reach a turnover of 200 million dollars.
According to a report by the Global Wellness Institute, the wellness center sector has registered sustained growth of 12% since 2020 and a 52% increase is expected by 2027.
In 2021, after an investment of fifteen million euros, Natura Bissé opened a new 15,000 square meter corporate headquarters in Parc del Alba, in Cerdanyola del Vallès. Called Casa-Fábrica, the building houses both the offices and the brand's production center, as well as a training area that has its own spa.