“I’ve worked very comfortable with Antonio [Puente]. It has been eight years and I am very grateful because together we have turned the accounts. We have transformed the company inside. Today Adolfo Domínguez (AD) is a lighter, modern, more resilient company. ”Thus the conversation with Adriana Domínguez, president of the fashion brand that on May 8 ceased the CEO ceased the CEO, ceased a movement that, he says, does not carry any depth load behind. The Ourensana firm founded by the designer of the same name registered in 2024-2025 its largest turnover of the last decade (136 million) and He chains three years of benefits after making an important sanitation, but the profits, for the moment, are minimal (0.9 million in the last year) and there is no scheduled date for the return of the dividend.
What has motivated the change when everything seemed to get rid of? “What has occurred is that folks even have tasks. They wish to do different issues …” The president of the quoted company, who also now assumes full responsibilities of CEO and that she is the creative director, says she is being an orderly transition. “Antonio is out there to the corporate proper now. He involves the manufacturing unit to assist us. It was a cessation, however it has to do with a subsequent section and really feel that an period has been consolidated during which we’ve got finished many issues.”
The next phase of which he speaks will head it in the General Directorate, together with the president, Íñigo del Llano, executive from Inditex with more than 20 years of experience. Del Llano, who began his career as a consultant and went through El Corte Inglés, was responsible in the United Kingdom, Australia or the United States of the Zara owner group. Was he signed for his knowledge of Anglo -Saxon markets? “It has to not do with that in addition to on your expertise in retail“Domínguez replies.” For us, the deal with the profitability of the corporate that comes is vital. Also the cultural lace for being Galician. He has directed total international locations, akin to Australia, the place he mounted [la estructura de Inditex] from scratch ”.
The profitability is, maybe, the Achilles heel of the corporate that popularized within the 80s the motto “The wrinkle is beautiful”. The good thing about final yr, for instance, is equal to what they entered for the sale of certainly one of their shops in Bilbao, so it’s tempting to suppose that with out that divestment the corporate would have been zero or entered losses. Other years of minimal advantages has been Adriana Domínguez herself who has lowered her wage. She explains that one factor will not be associated to the opposite, and that the choice was made to promote the Bilbao native for a strictly enterprise purpose – the group got here to have 700 shops, many in property, and has been liquidating its actual property heritage.
Domínguez develops that the return to advantages is the results of inner work. “The company is very transformed, but we are subject to the fluctuations of the market and the expansion. In recent years we have opened many stores, we are betting on the future. Stores have a maturation period, they do not yield to their maximum level from day one. Sometimes that period extends a little more because there is no brand notoriety that you have in your natural market,” contextualizes. Last yr the group opened 25 institutions, virtually half in Europe, and has 371 shops in fifty international locations. To defend their costs and a premium positioning, the openings have business companions akin to Lafayette galleries in France, the Palacio de Hierro in Mexico or with Chalhoub Group within the Middle East, with which they’ll open 16 shops till 2027.
The president provides that they’re being demanding years by way of geopolitics. Adolfo Domínguez is uncovered to many currencies, particularly to the Mexican peso, the yen and the greenback. To this provides the alterations in logistics and provide chains. Also the rise in uncooked supplies and the necessity to at all times search suppliers that match what they want. But he believes that the foundations are stable. “Sales growth [del 7,8% en el último ejercicio] It is great, it means that the model works, it is rejuvenated. The majority of our new customers are young, and for a fashion brand the most important thing is to be fashionable. ”
Creative process
In recent years they devised a creative process to reinforce that “author fashion” label that they want to identify. Its collections, which follow the traditional rhythm of the industry by taking two annuals, arise from a creative process called Ágora. “Every six months we devise a set ranging from scratch, because it makes luxurious. We should not going from Shopping, we don’t have a look at the developments, or what others do. We look into the Heritage, we begin from what we’re already, and we reinvent ourselves primarily based on a phrase that can give title to the brand new assortment. There are very distinctive tasks, particular items.” Their offer seems to marry the pockets of young people because they do not look for clothes for day to day, but “particular clothes, of extra status, akin to a bag for women or a coat for boys.” And link it with sustainability. “We have managed to be a BCorp firm, which certifies that what we do is admittedly finished. And that younger clients worth it.”
Some of its latest services are technological, such as DNA Box, which combines artificial intelligence with the stylist experience to select garments that are sent to the client’s home to be tested, or DNA RENT, where they rent clothes, or Live DNA, to live an immersive experience in fashion parades. The promotions, which were once an important lever, have been contained. They will soon fulfill half a century of existence and defend that this has made them strong in the jungle world of fashion. “You need to compete with many different manufacturers. We need to do extra with much less, and on this firm we’ve got been doing that for a very long time.”
https://elpais.com/economia/negocios/2025-06-07/borron-y-cuenta-nueva-en-adolfo-dominguez.html