Buff targets €55 million after taking back control of distribution in France, Italy
Buff is celebrating its 300th anniversary of having become a global brand in 2022: only 8% of its sales are generated in Spain, it is present in 70 countries and operates with subsidiaries in seven markets. In the medium term, the goal of this popular outdoor wear brand is to continue growing without losing its brand identity or the legacy of its founder, Joan Rojas.
Founded in 1992, the brand began to be sold in sports stores in the Igualada area (Barcelona) and gradually gained notoriety and distribution volume: in 2002, the company had 40 employees, revenues of 5 million euros and sales 60% concentrated in Spain.
It was at that time, 20 years ago, that its current CEO, David Camps, joined the company and has spearheaded Buff's transformation into a global brand. Last 2021, the company closed the year with 52 million euros in sales, a figure similar to that of 2019, which represented a stable figure after the skyrocketing demand in 2020 (that year, the firm had launched a line of face masks).
"For this year, we estimate a 10% growth in turnover, which will bring us to around 55 million euros," said the executive. In the longer term, the company aims to go from 7 million units manufactured per year to 10 million, which in terms of sales will result in a turnover of around 70-75 million euros between 2025 and 2026, according to Camps.
The company is currently present in 70 countries, seven of which are its target markets, where it operates with its own subsidiaries: the United States, Canada, the Iberian Peninsula, the United Kingdom, Germany, Italy and France.
The company's focus for the next 12 months will be on the latter two markets, after it took back control of its business four months ago. The company repurchased its business in France and Italy, which was in the hands of a local distributor, and is looking to set up its own retail network.
Local production by 2025 and eyeing a B-Corp certification
Buff already concentrates 90% of its production at its plant in Igualada, but aims to manufacture all of its products at its headquarters and in its vicinity by 2025. With this goal in mind, the company has recently completed work on the annexation of a 1,500-square-meter building (spread over three floors), which has required an investment of 2 million euros.
In terms of sustainability, the company's goal is to be carbon neutral by 2023 and to obtain B Corp certification in the coming months.
With its sustainability strategy 'Do More Now' as a spearhead and designs that position it as a complementary brand to aspirational brands such as Rapha, Buff is also looking to reach out to a younger audience.
"And not just younger, but more digital, more environmentally conscious. It's a small percentage of our audience now, but it's bound to grow," he concluded.
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