Javier Morato prepara cuatro aperturas en España después de superar el millón de euros en 2019
Javier Morato pisa fuerte. La compañía española, afincada en Huelva y especializada en la fabricación de calzado artesanal para hombre y mujer, afronta 2020 como un año en el que quiere afianzar su marca en el mercado nacional tras cerrar el año con una facturación de un millón y medio de euros, y haber puesto en marcha su primera tienda física en Madrid el pasado octubre.
Así, antes de que finalice el año la empresa prevé ampliar su red de tiendas físicas a un total de cuatro establecimientos e inaugurar nuevos espacios en Barcelona, Marbella y Bilbao. “Buscamos ubicaciones prime donde la renta per cápita sea alta, no nos vale cualquier ciudad”, expone Javier Morato, fundador y consejero delegado de su firma homónima de calzado. Con todo, Javier Morato prevé cerrar 2020 con unos ingresos que superen los dos millones de euros.
La primera tienda física de Javier Morato se ubica en el número 16 de la calle Orellana de Madrid, próxima a la calle Génova, y cuenta con una superficie de cincuenta metros cuadrados. “No queremos que la tienda sea mayor porque nuestro valor añadido es hacer zapatos a medida, que el cliente elija la piel con la que quiere que se fabrique y la forma que quiere que tenga su zapato: cuanto más pequeño sea el local, más acogedor resulta y más cómodo le hace sentir al cliente”, cuenta Morato.
Javier Morato abrirá tienda propia en Barcelona, Bilbao y Málaga en 2020 y prevé superar los dos millones de euros
Aunque a corto plazo los retos de expansión de Javier Morato se concentran dentro del mercado nacional, los objetivos de la firma pasan por salir al extranjero. En este sentido, ya han iniciado contactos con Estados Unidos, Londres y Japón donde esperan entrar en 2021. “La demanda nacional no tira de este tipo de producto cuyo ticket medio está por encima de los 250 euros, sin embargo, el zapato made in Spain resulta barato a nivel internacional”, sostiene el consejero delegado de la empresa.
Además de reforzar el offline, Javier Morato también impulsará su canal online, que hasta ahora era su única vía de ingresos. En este sentido, el próximo marzo incorporará al catálogo de esta plataforma la colección de calzado para mujer, que complementará la oferta de hombre que comercializa desde principios de 2019.
Javier Morato acaba de regresar de la feria de calzado de Milán con un sabor agridulce. “Hay un pequeño cambio de tendencia donde se comienza a valorar el producto artesanal, pero por otro lado la demanda está muy parada y hay mucha incertidumbre en el mercado: los ingleses están parados por el Brexit, los asiáticos por el coronavirus y en España la demanda está muy parada porque la gente se decanta por el producto low cost”, sentencia Javier Morato.
Javier Morato quiere entrar en Estados Unidos, Reino Unido y Japón en 2021
Fundada en 2015, Javier Morato empezó a funcionar en 2017 con una inversión privada que superó el millón de euros. Hijo y nieto de zapateros, Javier Morato proviene de la familia que impulsó Valverde Botas, la empresa especializada en producir y distribuir las clásicas botas que llevan los rocieros durante su travesía por el Rocío. En este sentido, Javier Morato comparte centro de producción con Valverde Botas en el municipio de Valverde del
Camino, en Huelva. Con una instalación que cuenta con una superficie de 650 metros cuadrados, en Javier Morato trabajan más de una veintena de personas.
En 2020, Javier Morato también última la puesta en marcha de una escuela de formación que se ubicará en la planta superior de su fábrica para “hacer la moda y el sector del calzado mucho más atractivo a la gente joven, potenciar la formación del empleado y formar a artesanos”, concluye Javier Morato.
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