Projected Sales of 5 Million on Baymo Scale, with Madrid Aimed as Main Focus
Baymo Fashion Brand Expands Horizons with Second Store and Wholesale Channel
Baymo, a Spanish fashion brand founded by Monica Aurell in April 2020, is set to open its second store in Madrid by 2026. The brand, which started as a small project in Aurell's free time, has seen remarkable success, with its Barcelona store, located at number 73 on Laforja street, now profitable on its own.
Aurell, a former Inditex designer who studied at IED Barcelona, joined the Inditex group chain just as it was starting its sports line. After founding Baymo, she moved the company's headquarters to Barcelona before its official launch. Irene Cantos, the general director and minority partner of Baymo, joined full-time a few months ago after a period as an external consultant.
Baymo's growth is supported by local production, short series, and a clearly recognizable product identity. Currently, 90% of Baymo's production is carried out in Spain with local workshops growing with the brand. The company works with a workshop almost exclusively to ensure restocking and speed.
Despite the pandemic, Baymo came out unscathed and found demand for formal wear. The brand's aesthetic proposal aims to stand out without being obvious and is based on a print and cut that is recognizable at a glance. Recently, Baymo has launched swimwear and plans to add blazers and wool garments this winter.
The business is currently divided into three blocks: physical store, international online channel, and national online sales (which account for around 50%). The pricing strategy remains the same, with limited guest collection pieces ranging from 250 to 300 euros and casual pieces ranging from 70 to 150 euros.
The wholesale channel has recently been activated, with the first test in Falabella, Chile, exceeding expectations. Baymo is handling closure projections between 4.5 million and 5 million euros for the current financial year. The future roadmap involves advancing the development calendar to participate in showrooms or fairs and considering the wholesale channel as a possible lever outside of Spain.
Occasionally, Baymo has produced certain references in China for raw material reasons, such as sequins. The brand aspires to settle in a premium positioning area such as Barquillo Street or the Salamanca district in Madrid.
In 2024, Baymo's turnover was around 1.5 million euros. With the upcoming expansion and the addition of new product lines, the brand is poised for continued growth and success.
