Business Expansion: Bad Habits Targets 45% Growth in Madrid by 2025, Aiming for 10 Million Users by 2027
In the bustling city of Barcelona, Bad Habits was first established as a multi-brand company back in 2017. Fast forward to the present, this Spanish women's fashion brand has transformed into a monobrand, focusing on consumers aged between 28 and 55 with high purchasing power.
The brand's founder, Georgina Escoda, leads the creative direction, design, image, and marketing of Bad Habits. Her husband, Jordi Solé, manages the financial area, sharing the total capital equally with Georgina. The operational management falls to Blanca Estevez.
Bad Habits has seen significant growth since its inception. In the previous financial year, the company achieved a turnover of 2.6 million euros, representing a 90% increase compared to 2023. The brand forecasts a growth of over 45% for the current financial year and aims to reach a turnover of 10 million euros by 2027.
The average price per item at Bad Habits is 170 euros, with an average 'ticket' of 230 euros. The brand's growth strategy for 2027 includes relying on the online channel as the main driver and international growth through wholesale.
In line with its expansion plans, Bad Habits is opening its second physical store in Madrid, located at number 23 on Coello Street, in the Salamanca district. The store spans 70 square meters of space.
Bad Habits also has a growing online channel and a strategic retail plan that will result in the brand's entry into El Corte Inglés, one of Spain's largest department store chains. The brand launched its own label in 2021, initially in Spain and later in Europe.
The company currently has over 170 sales points in Europe, including Spain, France, Belgium, the Netherlands, and Italy. Bad Habits produces 85% of its stock in the Iberian Peninsula.
While there is no information available about which investors the company has taken on for its global expansion, it is open to the entry of investors who can contribute capital and vision to accelerate its growth. The brand's success story continues to unfold, with Madrid being the latest stop in its journey towards becoming a leading women's fashion brand in Europe.
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