La italiana Flo’reiza se repliega en España y cierra todas sus tiendas en el país
Flo’reiza pone punto y final a su andadura en España. La compañía italiana de moda femenina, que desembarcó en el país hace menos de un año, ha dado un paso atrás en el mercado español y cerrado todas sus tiendas. Según fuentes cercanas a la compañía, la decisión se debería a la complicada situación de la matriz, ahogada por un elevado endeudamiento.
El grupo, fundado por el empresario Tommaso Baroncello, inició su ofensiva en España el pasado noviembre, cuando abrió su primera tienda en el país. El punto de venta se encontraba en el número 111 de la calle Fuencarral de Madrid, donde compartía vía con operadores como Cos, El Ganso, Sfera y Kling, entre otros.
Unos meses después, en mayo de 2018, Flo’reiza puso en marcha un segundo punto de venta de gestión propia en el barrio de Indautxu, en Bilbao. Entonces, la empresa anunció su intención de abrir más tiendas monomarca este año, con Barcelona como una de las plazas prioritarias.
Flo’reiza, fundada en Italia por el empresario Tommaso Baroncello, abrió su primera tienda en España el pasado otoño
Flo’reiza tenía un ambicioso plan de expansión en el mercado español, apoyado en las franquicias. La compañía se había marcado la meta de alcanzar los 150 establecimientos en el país a medio plazo.
La empresa concentraba el grueso de su red de tiendas en Italia, su mercado local, donde sumaba casi setenta tiendas. En el extranjero, Flo’reiza opera con una franquicia en el centro comercial Skyline Plaza de Fránkfurt (Alemania) y otra en la localidad holandesa de Enschede. La compañía llegó a contar también con cinco corners en Grecia, aunque ya no figuran en su página web.
Fundada en 2014, Flo’reiza finalizó el ejercicio 2016 con una facturación de 12,53 millones de euros y, en 2017, facturó alrededor de veinticinco millones. Baroncello, fundador de la compañía, procede de una familia dedicada a la producción de tejido en Patro, una de las cunas textiles de Italia. Antes de emprender, el empresario trabajó para grupos como River Island, Selfridges y Patrizia Pepe.
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