Boston begins the year of its expansion. As Modaes advanced, the men’s proposal acquired by Spanish Mayoral in 2021 has launched a plan to introduce its products in markets in twenty countries, including Italy, Portugal and Greece. The company follows in the footsteps of Mayoral, whose main sales channel is the multi-brand.
The Spanish company will develop its expansion plan throughout the year and will extend it in 2027 with the aim of gaining commercial presence in up to forty countries. Since it was taken over by Mayoral, Boston has rejuvenated its fashion proposal, mainly through its casual line, which occupies 70% of its offer.
In the short term, the Boston team is not contemplating the launching of its own stores outside Spain, but will limit its activity to wholesale. In the last interview of Carmen Ríos, CEO of Boston, with Modaes, the director explained that, although the company has an “exporting vocation”, the team opts for prudence in terms of international expansion with its own stores.
Boston gains presence in twenty international markets, which will expand to forty in 2027
Boston currently has a majority presence in the Spanish market, with a network of 55 stores, including corners in El Corte Inglés, in Bilbao, Pamplona, Zaragoza, Seville, Cordoba and Madrid. It is also positioned in Levante and in the south of the country. In Spain, the plan is to continue expanding the number of stores at a rate of between eight and ten openings per year to reach 80 points of sale by 2028.
As for the online channel, the weight ranges between 3% and 4%, with a recently renovated website with the aim of strengthening the digital part, which will account for between 7.5% and 10% of its turnover until 2028.
Moreover, Boston’s proposition will be expanded this spring with the introduction of Boston Kids. As explained by Boston’s CEO, Carmen Ríos, the aim is to “dress the child differently from Mayoral”. Focused on boys between the ages of 4 and 14, the collection will be available both in multi-brand outlets and in the company’s own stores.
Boston was born in 1945 as a proposal mostly located in shopping centers. However, with its transfer to Mayoral, the company has also focused on street stores. In the year of its acquisition, 2021, the company had 17 points of sale in Spain. Since then, Boston has launched 38 more.
Boston ended the fiscal year with a turnover of €19.5 million, between 13% and 15% more than last year. The goal is to reach €40 million by 2028 with the opening of eighty stores.
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