Madonna is also the name of the sardine. Bordallo bets on the United States

Madonna Alfacinha is one of the 22 sardines that make up the new school with which Bordallo Pinheiro arrives on the market at a time when the company owned by Vista Alegre is preparing to bet in the United States. This month opens the first Bordallo store in Madrid, and in September they open two in Paris

"The external markets for sardines represent 10%, which is still very little.We think that the potential is great and The United States is a gamble We have developed a display specific to the United States with dimensions that allow you to be on a counter, to work in some outlets in the United States, which is heavily sprayed but has very strict rules, it's a bet, we'll see how it works, "says Nuno Barra, director of Vista Alegre, Dinheiro Vivo.

The displays will be placed in selected stores, universities, gift shops, hotels. "A very diverse set of channels," says Nuno Barra, without specifying the number of outlets in which the company wants to market its collection of sardines.

An important collection for the release of the company from the red. "This collection is worth today in Bordallo's sales around 11% .Every year it has grown and has been one of the important products for the Bordallo paradigm shift coming from a period Nuno Barra

For a year, Bordallo produces about 100 000 sardines and barely gives orders. "The delivery time of sardines is still a little longer, because the demand was such that "The factory was not ready to guarantee the same level of service," recognizes Nuno Barra. "At the moment, the plant is expanding, it will earn 60% of its production capacity. 39, here the end of the year and it is expected that the level of service will improve considerably and that the sardines will be delivered more quickly. "

The group invests 8.3 million euros in the new Bordallo factory, a process that involves the almost complete demolition of the old factory to build a new industrial warehouse, allowing the introduction of a new layout productive. The new space will be 11,650 square meters. Expansion resulting in more than a hundred entrepreneurs, already integrated and in training. Currently, there are 255.

An investment that will allow Bordallo to develop new products with at least four new collections a year, increasing its international market share, so that at least 75% of the billing comes from the external market. Until the end of last year, exports accounted for 46% of the turnover. The company closed 2017 with a turnover of 6.1 million (+ 21%), an EBITDA of 1.4 million (+ 77%) and profits of 815 thousand euros, against 282 thousands of euros in 2016.

In the case of sardines, the external market accounts for 10% of sales. The United States, Brazil, France and Spain are some of the major markets, but the list of countries purchasing the sardine collection is "very extensive", with sardines reaching markets such as South Korea. South, Japan or Sweden. Bordallo stores with a new concept

The brand still relies on a network of its own stores. "We had a delay in the opening of the stores, for reasons of design, we changed the concept and it delayed us a little bit, but now in July we will open Madrid and in September Paris, with two stores", explains the administrator. "Milan, Bilbao, Valencia, Seville are the cities where we are looking for locations."

The new spaces will already come with the new store concept. "It changes the type of wood, the chromatic palettes, has a more contemporary industrial look, chic, where for the moment it was a little confined, very rustic.It is rustic in the same, but with a look already a little different" , describes Nuno Barra.

In terms of the expansion of the century-old brand store network, the company is still studying the spaces in the airports. "Airports are one of the possibilities that are on the table.One of the places we analyze is Barcelona, ​​but these are stores that have to fulfill specific requirements, with a certain size, a good location ", Points out the administrator.

The New School

The Madonna Alfacinha is one of the novelties of this year's sardines collection by Bordallo Pinheiro." This year has a glass sardine, made in Vista Alegre. It's the sardine of the day because it will always be different. It is a hand-made glassmaker, has a total freedom of creation, but the dimension which must be that of the box ", begins to describe Nuno Barra

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