Company Profile Smash BCN
Transcripción
Company Profile Smash BCN
2 Barcelona is a colorful, happy and laid back city. This is our attitude towards life: the Happy Barcelona Style, the hallmark of many brands which have been born or raised here, like Smash!, Mismash and Paramita. Each of them has its own personality: Smash! is daring, Paramita is modern and Mismash breathes romanticism. However, all of them reflect the colors, the light and the air of the Mediterranean. Therefore, each time you wear one of our garments, you are wearing a bit of Barcelona. 3 5 we inspire women to dress their personality INDEX 7 8 ABOUT US Smash 2005 S.L. is a design, distribution and retail company for womanswear and accessories. Our in-house design team creates the collections for the brands Smash!, Mismash and Paramita. Our Head Office and our Distribution Center are located in Barcelona, a city open to the sea, with a laid back, fun and cheerful lifestyle that inspires our g arments and the personality of our company. We sell 1,5 million garments per year to stores over 40 countries worldwide. Our collections are sold in multi brand boutiques, corners, franchises and our flagship store in Barcelona. 9 S.L. “Our aim is offering inspiring and happy clothes to a wide range of women with an excellent ratio quality-price”. 10 OUR BUSINESS CONCEPT Our aim is offering inspiring and happy clothes to a wide range of women with an e xcellent ratio quality-price. This could not have been possible without our international in-house design team and the never ending inputs and inspiration they get from the city where we are based: Barcelona. We have passion for art and graphic design and this reflects in the garments we create, that go b eyond trends and have their own flavor. Each of our brands speaks out its personality: Smash! is aimed to dress a daring yet cheerful w oman. Mismash was born as our second brand in 2011 to dress a more romantic and elegant lady. Finally, in 2013 the Smash! Group acquired the brand Paramita, and launched in SS14 w ith great success its first collection for a more urban and trendy target. 11 TURNOVER INCREASE 20.000.000€ 15.000.000€ 12 13 10.000.000€ 5.000.000€ 2005 2006 2007 2008 2009 2010 2011 2012 2013 Quality is a very important topic in our daily activities. We work in progress to improve our garments satisfy the most demanding customers collection after collection. Our aim is to establish long-term relations with our suppliers in order to work together and always give the customer the best deal. We keep our commitments to our suppliers the same way we want them to keep theirs. “Quality is a very important topic in our daily activities ”. We listen to the market needs and are eager to say that we respond very rapidly to them. At the same time, being conscious of the costs in all parts of the organization and h aving as few middlemen as p ossible has helped us to bring very competitive prices to our customers. 14 “Three concepts, three brands, one city”. THE HAPPY BARCELONA STYLE 15 We love Barcelona: a creative, joyful and gorgeous city that makes us who we are. We get nourished by its spirit day by day. The flavors, the tones, the scents, the textures and the air whispering through the buildings are the raw materials of our creativity and the backbone of our collections. They are different from each other but all of them e mbrace the air of the Mediterranean, where they have been born, and the brightness, the wit and the a ttitude of Barcelona. They are under the same umbrella: The Happy Barcelona Style. Barcelona is a city with different tempos, different shades and differents languages. The city sounds different, smells different and can feel different depending upon where we are. These diverse a ttitudes inspire each of our three brands: Smash!, Mismash and Paramita. And the icon of this umbrella is Ella (She) the Muse created by the acclaimed Barcelonian artist C onrad Roset. She is a representation of all our clients, b ecause they are all different but still, they are all Ella. OUR BRANDS: SMASH! Our first brand was created with a strong colour statement. This is where its name comes from. The designs have become bolder in order to make way for its flamboyant and very original graphics. “The collections are fun, modern and dynamic and always at the best price ”. 16 COLLECTIONS TARGET Our collections include from high fashion colorful items to basic pieces in more conservative colors that perfectly team up to create total looks. On top of that, a ccessories like bags and scarfs help to create the p erfect Smash! outfit. The flattering cuts combined with our affordable prices and our improved quality, make our brand very desirable. The Smash! woman is self-confident, creative and young at heart and wants to dress her personality w ith style and comfort. She loves to follow the trends but above all wants that the garments she wears have a special attitude that show her own personality. 18 BOLD STATEMENT SEXY EMPOWERMENT FLAMBOYANT PRINTS FLATTERING CUTS STRONG COLOURS “Smash! is the hot sun of the Mediterranean shining on you at a bar terrace while sipping a long drink. It is the colorful graffities of a shop blind at the alive neighbourhood of El Raval. It is the lush of nature blossoming on the hills of Montjuïc.” 19 OUR BRANDS: MISMASH Mismash means mixture, miscellaneous; an original, yet contrasting, combination of elements. This is exactly what our brand is: a mixture of original and elegant patterns and delicate applications that makes each item a perfect mix of power and sensitivity. “A perfect mix of power and sensivity”. 20 COLLECTIONS TARGET Our garments are carefully designed to create a romantic and elegant collection that fits p erfectly. The clothes are simple and cute and provide a ultrafeminine look for all occasions. Our goal is to provide to fashion-conscious women a modern and affordable wardrobe. It is an easy- to-wear collection, made of colourful prints and attractive patterns. The Mismash woman is 25 to 45 years old, confident and style conscious. She follows the fashion trends and loves to mix and match different styles in her wardrobe. She is very keen on affordable garments, which gives her the freedom to change her look frequently. 22 MODERN ROMANTICISM NATURAL FEMINITY SWEET PRINTS ELEGANT CUTS DREAMFUL DETAILS “Mismash has the charm of a medieval palace at the Barri Gòtic. It has the grace of a beautiful hidden corner at El Born. And it is fresh and quiet like an early morning stroll at Parc de la Ciutadella.” 23 OUR BRANDS: PARAMITA Paramita is a term that comes from Buddhism and means perfection or completeness. And this is our aim: we want women to reach their perfect look by offering original fashion that combines cutting edge prints with comfortable garments made in natural fibers. 24 “Exclusive graphics and prints in natural fibers”. COLLECTIONS TARGET Our garments are a combination of modern and casual style. The collections are simple and cute, made of perfectly fitted stylish pieces and original graphics. Natural fibers are a key e lement. The prints are made by graphic artists and add a modern and cutting edge attitude to the items. Paramita is a brand for a chic woman that looks for latest trends, thinks positively, loves her individuality and has an artistic flair. She gives importance to p ersonal wellbeing looking for natural fabrics and comfortable patterns. 26 ARTY FLAIR EDGY SIMPLICITY HIP PATTERNS RELAXED SHAPES AVANT-GARDE TREND “Paramita is a wandering walk around the Modernist Barcelona, loosing your steps on the tiles of Passeig de Gràcia, listening to the sound of your heels on the hydraulic floors of an Eixample apartment. It is a peep on a loft in Poble Nou, glancing through the illustrations of an upcoming new artist.” 27 29 we sell garments to 40 countries around the world “..we sell our garments to 40 countries around the world”. 30 OUR DISTRIBUTION From our Headquarters in Barcelona we sell our g arments to 40 countries around the world. We distribute our articles wholesale through international showrooms and agents to corners a nd multi brand boutiques. We also own a shop, our flagship store, in one of the most commercial streets the city center of Barcelona. And from Spring 2015 we will franchise the Smash! Happy Barcelona Style around the globe. 31 32 33 OUR PEOPLE, OUR BEST ASSET For an expanding company like Smash!, our people are one of our main values. That is why we like to offer a friendly working environment where our e mployees can grow and develop all their potential. At Smash! we are looking for people with a positive attitude, passionate for their work, not afraid of making mistakes, flexible, direct, independent, young at heart and willing to grow with us. The talents we are seeking include all type of professionals, from designers, pattern makers and graphic designers to sales agents, economists, publicists, product managers and logistic specialists, among others. OUR FLAGSHIP STORE On May the 8th 2014 we opened the Concept Store Smash! Happy Barcelona Style in one of the main shopping streets in Barcelona city center. Surrounded by an industrial environment, among hydraulic tiles inspired by our prints and under the influence of the Muse by the acclaimed Barcelonian illustrator Conrad Roset, you will be able to find the Smash!, Mismash and Paramita collections. 34 35 FRANCHISING PROJECTS Franchising is one of our most strategic moves to bring the Happy Barcelona Style across the globe and a strategic goal as a company for 2015 to develop a solid franchise net. The Smash! Group creates a real partnership and a long lasting relationship with its partners. Moreover, we provide them all the support needed in order to develop their business. COMMUNICATION AND EVENTS LA VANGUARDIA 71 E C O N O M Í A SÁBADO, 19 ABRIL 2014 EN LÍ N E A CAMBRA DE TERRASSA INSTITUT SANT ISIDRE COMPACT HABIT PORT VELL Fallece Jordi Amat, vicepresidente Baldiri Ros, reelegido presidente Contrato con varias centrales nucleares La huelga en FCC, desconvocada ]Jordi Amat, vicepresidente de ]El empresario Baldiri Ros ha ]Compact Habit ha recibido la ]La huelga de trabajadores de la Cambra de Terrassa y director general de la empresa Embamat, ha fallecido esta semana a los 57 años. La Cambra de Terrassa lamentó en una nota la pérdida del ejecutivo y destacó que “Amat supo trasladar su optimismo y energía en sus responsabilidades”. / Redacción sido reelegido nuevamente presidente del Institut Agrícola Català de Sant Isidre, cargo que ocupa desde 1994. La asamblea general de socios ha renovado la junta de gobierno de la entidad, en la que figuran como vicepresidentes Ramon d’Abadal y Joan Pons. / Redacció validación de varios módulos de seguridad y aislamiento por parte de la Associació Nuclear d’Ascó i Vandellòs. Los módulos, que ya se están construyendo en la planta de Compact Habit en Cardona, se ubicarán en las dos centrales nucleares de los citados municipios. / Redacción GEMMA MIRALDA Josep Tragant, fundador E M PR E N D E D O R E S La marca abre filial en Los Ángeles y entra en dos plataformas de venta on line Smash da el salto a EE.UU. AINTZANE GASTESI Barcelona 36 After many years growing rapidly in the different markets now it is time to increase our awareness. To do so we are working with specific actions addressed directly to different targets: distributors and sales agents, franchisees, press, bloggers and customers. From our presence to the most important trade fairs, to advertising, all our actions are aimed to show ourselves: our universe and our fashion. mantenimiento integral del Port Vell de Barcelona, prevista para el 18 y el 19 de abril, se desconvocó a mediados de esta semana para agotar todas las posibilidades en las negociaciones. El paro afectaba a los trabajadores de Fomento de Construcciones y Contratas (FCC). / Redacción L La Vanguardia April 2014 a firma de moda Smash ha dado sus primeros pasos para su desembarco en el mercado estadounidense con la apertura de una filial en Los Ángeles y la venta de sus colecciones en dos plataformas on line en Estados Unidos. En la oficina de Los Ángeles cuenta con hasta siete comerciales para dirigirse al canal multimarca con sus tres marcas: Smash, Paramita y Mismash. Actualmente, las marcas del grupo Smashwear concentran un 80% de las ventas en mercados exteriores, básicamente en Europa. “Italia, Francia y España son nuestros principales mercados”, explica Philippe Bach, director de la firma con sede en Badalona. En el mercado español, la marca reivindica su modelo que denomina happy Barcelona con la apertura de su primera tienda propia en la capital catalana, que inaugurará durante la primera semana de mayo en la calle Portaferrissa. El establecimiento, un espacio de 80 metros cuadrados en el corazón de la zona de compras de jóvenes locales y turistas, integrará las tres marcas del grupo Smashwear bajo el paraguas de la marca Smash Happy BCN Style. El nuevo espacio será el escaparate para sus tres líneas de producto: la propia Smash, Mysmash y Paramita, que adquirió a finales EsclatOil, del grupo Bon Preu, facilita la devolución del céntimo sanitario BARCELONA Redacción ANA JIMÉNEZ Philippe Bach, director general, en la nueva tienda Smash Happy BCN Style Smash reúne sus marcas Paramita y Mismash en su primera tienda propia en Barcelona del 2012. “La tienda es para nosotros como un laboratorio para testar las tres marcas, porque cada una tiene su circuito de distribución independiente y se dirigen a públicos diferentes”, asegura Philippe Bach. De hecho, el objetivo de la compañía no es una expansión de este modelo de tiendas a nivel nacional, ya que su circuito de distribución es el multimarca. “Es más fácil que veamos una segunda tienda en nuestros principales mercados, Francia e Italia, que en otra ciudad española”, afirma Bach. El grupo también está en pleno relanzamiento de la marca Paramita, para la cual ha fichado a una diseñadora de Stradivarius, y que ya cuenta con una distribución de 60 puntos de venta multimarca. Smash empezó como una aventura personal de sus dos fundadores, el británico Yoel Gross y el holandés Amit Rahamim, que compraban ropa en Asia (China, India y Tailandia), la cargaban en una furgoneta y la vendían en tiendas en España a buenos precios. En el 2005, establecieron la compañía en Barcelona y en el 2011 vendieron parte del negocio al fondo de capital riesgo Fordahl, con sede en Banyoles. Smash facturó 18 millones en el 2013, un 9% más que el ejercicio anterior, y cuenta con una plantilla de 80 personas, que se ha incrementado en 20 trabajadores en dos años.c EsclatOil, cadena de gasolineras del grupo Bon Preu, que preside Joan Font, ha habilitado un sistema para facilitar la documentación necesaria a los usuarios titulares de la tarjeta de cliente que se hayan suministrado de carburante en una de sus instalaciones entre los años 2010 y 2012. El grupo ha tomado esta medida tras la sentencia del Tribunal de Justicia de la Unión Europea (TJUE), que declaró ilegal la aplicación del céntimo sanitario, explica el grupo catalán de distribución en un comunicado emitido ayer. La sentencia abrió también la puerta a la devolución de las cantidades satisfechas por este concepto en el periodo antes mencionado. El retorno del importe va a cargo de la Agencia Tributaria, y para tramitar la devolución es necesario presentar las facturas correspondientes y una ficha resumen de los consumos realizados. Este supuesto es de fácil materialización en el caso de los profesionales del transporte y las grandes empresas, pero muy difícil de llevar a la práctica para los pequeños clientes. El grupo Bon Preu cuenta actualmente con 26 gasolineras bajo la enseña EsclatOil con un servicio ininterrumpido durante veinticuatro horas al día, 365 días al año.c 37 Even though every market is different, the backbone of the company is the same. Therefore all our communication is aimed to create this very and only Smash! Happy Barcelona Style. Cuore Stylo May 2014 IN-STORE BRAND PRESENCE We create original POS material and give-aways to get the maximum brand visibility at the stores. On top of that we have Visual and Corner guides to make sure that our image is accurately transmited all over the world as well as to help our wholesale customers to display our products in the most attractive ways. 38 39 TRADESHOWS WHO’S NEXT _PARIS // BREAD&BUTTER _BERLIN // MAGIC _LAS VEGAS //MODE FABRIEK _ AMSTERDAM // CIFF _COPENHAGEN // PURE _LONDON and many more. 40 THE FUTURE The constant commitment of our hard working people makes us face the future with excitement. In 2015 we celebrate our 10th anniversary and we are really looking forward to it. In ten years we have moved from a t-sthirt vendor at festivals to an international company with a sales network of over 40 countries. We still have a lot of things to learn and a lot of things to try. We are growing and we have the world ahead of us. 43 www.paramita.es www.smash-wear.com www.mismash.es C/Holanda 25, Badalona, 08917 Barcelona - Spain Tel. +34 934 655 729 [email protected]