Renovated Design Offices Transform into inaugural Retail Concept

Desigual Unveils Revolutionary Store Concept: "The House of Life is Cool"

Barcelona, Spain - Spanish fashion brand Desigual has introduced a groundbreaking store concept, "The House of Life is Cool," which replaces traditional sales staff with personal shoppers. Located at number 33 on Caspe Street in Barcelona, the store spans over 800 square meters and houses the entire Desigual universe.

The new store concept brings together all Desigual references in one space, featuring around 1,200 references from the brand. For the first time, Desigual is selling its footwear collection in this new store. The store is divided into 25 clothing families, each creating a unique environment, and showcases an array of elements including works of art, clothes hanging on strings, malachite telephones, and trays of sweets and fruits.

Beyond clothing, the store will host fashion shows and performances by different artists. Each personal shopper will be equipped with an iPad for online ordering and home delivery within 48 hours. The company, led by Thomas Meyer and Manel Adell, ended 2010 with a network of 200 own stores.

Desigual, founded by Swiss entrepreneur Thomas Meyer in 1984 in Barcelona, achieved a turnover of 440 million euros in 2010. The brand has a presence in 7,000 multi-brand points of sale and 1,700 corners in department stores.

In a significant move, Desigual has divided the space previously occupied by its design team to accommodate the new store. The company also announced plans to replicate this store concept in other cities, potentially including Spain.

By the first half of 2012, Desigual will vacate both Caspe Street and Bruc Street spaces in Barcelona. The brand is also moving its corporate headquarters near the sea, beside the luxurious W hotel.

Manel Adell, the current CEO leading the company, expressed his excitement about the new store concept, saying, "We want our customers to feel at home, to feel the energy, the vitality, and the passion that characterise Desigual."

With its innovative approach to retail, Desigual continues to push boundaries in the fashion industry, offering a unique shopping experience that is both engaging and enjoyable for its customers.