Naulover targets LA and NY for US expansion plans

Spanish brand Naulover is kicking off its US West Coast expansion plan with the launch of a showroom in Los Angeles.

Naulover at 080 Barcelona Fashion - 080 Barcelona Fashion

The initiative will help the brand reach strategic areas such as the states of Texas and Arizona, where a large number of potential customers are based, according to the company.

Naulover, which has a ‘slow fashion’ philosophy and believes its collections should be produced locally, is also exploring a potential launch in New York City, where it could establish its business via concession stores.

For this, the Barcelona-based company presented its collections at the Coterie, the leading US trade show connecting women’s clothing, accessories and footwear designers with multi-brand retailers.

Meanwhile, the Middle East has also become key for Naulover, with the brand opening its second store in Dubai at the Dubai Outlet Mall in June.

Its success in the region is partly linked to the creation of a dedicated collection for Middle East shoppers. According to the brand’s CEO Carme Noguera, Naulover aims to adapt its offering to local tastes and needs when it launches in a new market.

This effort should help the Spanish business reach its goal of generating 50% of sales in international markets by the end of 2022. Currently, it has a presence in countries including Italy, Belgium, Portugal, France, Germany, the Netherlands, Luxembourg, Andorra, the United Arab Emirates, the US, China, Mexico and Chile.

In Spain, Naulover has over 100 concession stores located at El Corte Inglés branches and a standalone boutique in Barcelona. It is also stocked in 400 retailers in Spain, and operates an online store.

Translated by Barbara Santamaria

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