Camper, the well-known Spanish footwear brand, is anticipating a turnaround in 2021 following a significant decline in sales as a result of the COVID-19 pandemic. The company experienced a 28% drop in sales, resulting in a total revenue of €120 million in the fiscal year of 2020. However, Camper is now predicting a 22% growth and a revenue of €146 million for 2021, indicating a strong recovery.

One of the main factors contributing to Camper’s optimistic outlook is the success of its online sales. Historically, e-commerce accounted for 30% of the company’s revenue. However, in 2021, online sales have skyrocketed, now comprising 50% of Camper’s total revenue, which amounts to €73 million. This considerable increase underscores the growing significance of e-tail for the brand and its ability to adapt to evolving consumer behavior.

Despite the challenges presented by the retail industry, Camper remains committed to its growth strategy. The company recently opened new stores in Shanghai and Düsseldorf, while also regaining control of its business operations in China and Hong Kong. Nevertheless, Miguel Fluxà, Camper’s managing director, stressed that the brand’s expansion is not solely reliant on physical retail. He stated that the majority of their growth will be driven by e-tail, underscoring the brand’s dedication to digital transformation.

Looking towards the future, Camper has set ambitious goals for 2022, aiming for a sales target of €175 million. The brand is confident in its ability to sustain its upward trajectory and capitalize on the recovery in consumer demand. Camper’s success is further reinforced by its extensive global presence, with its products available in over 50 countries through more than 300 monobrand stores.

Founded in 1975 in Inca, Mallorca, Camper has established itself as a renowned footwear brand recognized for its quality and innovative designs. As a subsidiary of the Forch Med holding company, Camper constitutes a majority of its revenue. In line with its commitment to growth and expansion, Camper has recently launched a Christmas market in Paris and a Casa Camper hotel in Berlin, further enhancing its brand presence and customer experience.

Overall, Camper’s projected revenue growth and successful adaptation to the digital landscape position the brand for a promising future. With a strong emphasis on e-tail and strategic expansion, Camper is well-positioned to achieve its targets and thrive in the retail industry post-pandemic.

Sources:
1. Camer News
2. Retail Dive