Apodemia, the Spanish jewelry brand, has established itself as a leader in the domestic market and now aims to expand globally. Founded in 2013, the company has gained recognition for its distinctive designs, emphasis on quality, and delicate craftsmanship. Despite the challenges brought on by the pandemic, Apodemia is determined to maintain its growth trajectory.

In a recent interview with FashionNetwork.com, Jaime Landeta, the CEO of Apodemia, shared the brand’s plans for expansion. The company has achieved strong performance in Spain and intends to open five new stores in El Corte Inglés by the end of 2022. Additionally, Apodemia has already opened its first international store in Andorra and plans to have a total of 30 points of sale by the end of the year. Over the next two years, the brand aims to establish around 20 additional stores in Spain.

However, Apodemia’s ambitions extend beyond the Spanish market. Landeta emphasized that internationalization is a top priority for the brand. They will be launching their first stores in Mexico in December, in partnership with Liverpool, and have plans to expand to numerous other countries in the coming years. Interestingly, Mexico already stands as the brand’s second-largest market for online sales outside of the Iberian Peninsula.

When it comes to physical store expansion, Apodemia is taking a cautious and selective approach. Landeta explained that while the company values modern retail and acknowledges the importance of online sales, physical stores offer reassurance, brand experience, and post-sales support to customers. Nonetheless, the majority of sales now come through online channels, representing 25% of Apodemia’s total turnover, a significant increase from 5% in 2018. The brand aims to continue growing this proportion while maintaining a strong presence in physical stores.

Despite the challenges posed by the COVID-19 pandemic, Apodemia managed to thrive. Store closures did not significantly impact sales, as customers shifted their purchases online. In fact, Apodemia saw a threefold increase in sales during the pandemic, largely driven by digital channels. This surge in online sales acted as a catalyst for the brand’s accelerated growth in the online sector.

Apodemia’s success can also be attributed to its ability to adapt to evolving consumer preferences. Landeta highlighted the rising demand for fashion jewelry in Spain and the emergence of several new brands in the market. Customers no longer view jewelry as a lifelong investment but rather as a means of self-expression and capturing specific moments in their lives. Acknowledging this shift, Apodemia broadened its offerings beyond jewelry to include products such as perfume, air fresheners, scented candles, and even collections for babies and pets. This diversification aims to create a comprehensive lifestyle experience for customers.

Despite its growth, Apodemia remains committed to offering premium quality products at affordable prices. The average price of their items is around 70 euros, and customers frequently make multiple purchases per transaction. In-house designers develop 80% of the brand’s pieces, which are then manufactured in Spain, with a focus on durability and resistance to water, fragrances, and soaps. Apodemia also provides a jewelry cleaning service in its stores, promoting the longevity of its products.

Since its establishment, Apodemia has experienced steady growth, with an average annual growth rate of 70%. The company predicts a turnover of 7 million euros in 2022 and aims to double its turnover in Spain in the coming years. Although Apodemia secured 1 million euros in financing for domestic development, they are open to additional capital investments to support their international expansion plans.

For Landeta, the key to success lies in patience and understanding customer desires. He emphasized the importance of hard work and taking things one step at a time. Despite facing various crises, including the ongoing pandemic, Apodemia has continued to grow and adapt to the ever-changing landscape of the industry.

Overall, Apodemia’s unique designs, dedication to quality, and strategic expansion plans have positioned it as a prominent player in the Spanish market. As the brand concentrates on solidifying its domestic growth and expanding globally, it is poised for continued success in the jewelry industry.

Useful links:
Apodemia Official Website
Liverpool