Buff makes his way to keep growing. Catalan company for the production and distribution of goods Outside the house It is forecast that its sales in the current year (starting in April) will be 56 million euros, up 10% from the previous year and in line with its original estimates. To reduce growth, the company’s strategy includes Strengthen your brand and get closer to the less technical and more urban athleteAs Buff CEO David Camp explained to Modes.
Expected turnover, though up 10% over the previous year, is 34.1% lower than the year the pandemic broke out, a historic year for the company. Boom of outdoor games. ,Those ups and downs come only once in life, like ups and downs; we don’t want to repeat that year”, defending Camp, saying the company chooses to aim for low but steady growth.
“There is great uncertainty for the coming months,” says the executive of the potential economic crisis. Even then, Camp is optimistic: “We’ve had a worse winter than the big recession, we just have to look back”, The company, which records the bulk of its sales in winter, reported a 50% increase in sales in the year of the pandemic.
After rising transport, energy and labor costs, the Catalan company has chosen Implement a strategic increase in its prices for the spring-summer season of 2023“It’s a way to recover lost margins”, argues Camps.
“We’ve had a worse winter than the big recession, you just have to look back,” explains David Camp.
The company’s growth strategy based in Igualada includes Get closer to the urban athlete clientele, strengthen the buff brandwithout leaving behind the consumer of the technical game, which it keeps very present.
The company has already tried during the past decade Get into fashion by launching a line of neckwear under the same brand but with a different logo, trying to disguise itself among other firms in the sector. However, the project did not meet the expected success and was scrapped by the buffs.
now, The company tries to approach fashion again with the aim of taking refuge in the trend of sports And open up to home training or sports like yoga. “We are interested in clients who are not necessarily athletes, but who are in it” skate To work”, describes Buff’s CEO.
Buff plans to take over distribution of its brand in two more European countries in the coming years
As part of this strategy, The company was formed last year with the distribution of its product in Italy and France., setting up its subsidiaries to operate directly. “We want to have more control over our brand at the point of sale where the relationship with the customer occurs,” Camps explains.
Buff will continue to implement this strategy in the coming years by integrating its distribution in two more European marketsHowever, the company has not given much information. The company already operates directly in the United States and Canada, where it also has its own warehouses, and in five other markets.
In addition, Buff is in the process of promoting its online distribution and This year it has integrated all the platforms under which it operates internationally into a single website, The company is also present in markets Like Amazon and Zalando.
for now, The company’s plans do not include opening more stores of its own, a channel that accounts for the remainder of its annual sales., Buff has points of sale strategically located in airports, in addition to L’Illa Diagonal in Barcelona, and is present in over 20,000 multi-brand establishments in seventy markets. In Europe, the company generates 65% of its sales and its second largest region by business is the Americas, accounting for 30% of its annual revenue.
Founded in 1992 by Joan Rojas, Buff concentrates 90% of its production at its factory in Igualada, where it also operates its own warehouse. The company, which remains in the hands of the founding family, employs about four hundred people.