Silbon advances in its international strategy and opens its second shop in Paris

The Spanish fashion brand Silbon, one of the burgeoning retail firms in Spain, has inaugurated its second sales point in Paris. This second opening in France has occurred in a context in which the brand is experiencing “the greatest growth in its history” and is carrying out a “genuine international expansion strategy”.

The new physical sales point in the French capital is located at number 3 rue Benjamin Franklin, in a ’boutique shop’ of 33 square meters in one of the largest economic areas of Paris, in the heart of district 16. This area is home to the head offices of “large companies” and is the place where, as the CEO and General Manager of Silbon has stated, “we have a target audience that demands our more formal and executive-style clothing”.

Right in the heart of the Passy district, this establishment finds the “perfect” place to fit its ‘Tailoring Man’ tailoring line, to which 90% of this establishment’s space will be dedicated, leaving the rest to its casual line.

With its strong strategic character, Silbon has chosen to locate itself in this commercial area located on the right bank of the Seine river, where major tailoring firms converge, but with prices far above those offered by the Cordoban brand.

Therefore, Silbon’s Director of Operations and Human Resources, Juan Jurado, has stressed that “we believe we can fit in very well due to our quality, price and manufacturing relationship”. In addition, another of the commercial advantages of this privileged location is being in a noble area of the city, close to the Trocadero district and the Eiffel Tower, so, as Jurado has pointed out, “we also hope to attract customers from French and international tourism”.

The second opening of Silbon in Paris has followed a similar line to the first sales point which was inaugurated two years ago and for which access only requires crossing the Seine to its left bank and moving to number 14 rue de Marseille. At this point is the successful establishment that the firm opened in 2021 and which has led it to continue betting on the French capital in its international expansion of physical sales points.

The location of this shop in district 13, one of the most modern and youthful commercial and social areas, located in a ‘trendy zone’ next to the Saint-Martin Canal, has been “a success given the great acceptance of a product that is very popular and especially in formal wear, where we are very competitive versus local brands”, as the CEO of Silbon has explained.

Likewise, Pablo López, also General Manager and co-founder of the Cordoban firm, has considered that the French consumer takes into account the “solidarity and sustainable” character of the brand, as “they value very positively that we are a company with a very marked social commitment DNA”.

In this way, Silbon returns to French retail with favourable figures, since, despite the complex social situation, in-store sales are being similar to those of last year and in digital, growth is 40%. Thus, from the management, it has been pointed out to continue growing in France, where “new openings are not ruled out”.

In terms of style, the new shop presents an aesthetic line in line with the image of the rest of the brand’s sales spaces, with the iconic symbols of the Cordoban brand such as the two crossed vintage tennis rackets or the fronton as decorative elements. In addition to an attractive atmosphere enhanced by the illuminated corporate signs in white and black with the Silbon logo.

“The Silbon customer will also have all the technological advantages offered by the brand in all its street-level shops”, with the aim of providing the consumer with a “unique and personalised” shopping experience that combines physical and digital elements with the attention and personalised advice characteristic of Silbon.

Since the beginning of the year, the Cordoban company has opened 14 new establishments; this latest boutique shop opening in Paris being the 64th of Silbon’s total count of physical sales points. A company that currently has about 380 workers on its staff.

This network of shops is reinforced with the largest of its sales spaces: the Silbon online shop, which offers service internationally. To these physical sales points, the Silbon shop in the Metaverse Decentraland and the telematic sales points must be added: the Silbon ecommerce, the ‘on line’ shops of El Corte Inglés, and Cortefiel and e-commerce platforms such as Amazon and Miravia.

Silbon began its journey in 2009 with men as the main focus to become a national firm in full expansion: An exclusive product, of high quality, at a competitive price and careful customer service. In 2018 it opened up to the children’s wardrobe, in 2021, to women’s and arrives in 2023 with Oxygen, the most environmentally committed versatile line.

This Spanish company closed 2022 with a gross turnover of 30 million euros. The company’s challenge is to continue growing and exceed fifty million euros in sales in 2023, compared to the forty-five million initially forecast.

Similarly, the expansion plan envisages exceeding the seventy shop openings planned at the beginning of the year, to reach eighty physical sales points in the current year.