The owners of Todomoda and Isadora launch a new brand and prepare to reach Europe

Blue Star Group the Argentine group that owns the accessory chains Isadora and Todomoda, launched Atelier, a new brand under the umbrella of Isadora with which it will compete in the field of home & deco and prepares to disembark in Europe.

In principle, Atelier de Isadora will be part of Isadora’s premises as a “concept store”. “It will be in a separate sector. But the idea is in the next two years open between 10 and 15 branches”he explained Martin Castelli president of BSG.

The proposal will especially target the female audience with the sale of objects for the home and daily routinewith bedding, bath products and bookstore items with rustic touches and artisanal components from producers in the north of the country.

Castelli is second generation and son of Carlos, founder of the family business that was born in 1995 as a wholesale store in the Once neighborhood under the name “Everything Fashion for one peso.” Almost 30 years later, Martín commands, along with his sisters Cecilia and Marianathe company that is today the Argentine company with more own premises abroad and the third largest in the field in the world, behind the American Claire’s and the English Accessorize.

Meanwhile, Leandro CaldoraMartín’s best friend since childhood, is the CEO and is based in Madrid. From the Spain office the group manages the creative partwhile the one they have in China manages the relationship with suppliers. Its strategy is based on the internal design of all its products with own branches.

“Stores abroad are supplied from foreign supplierswhile The Barracas plant supplies the local market“, highlighted Castelli in reference to the factory in which BSG invested $400 million to double the capacity and purchased the neighboring lot to expand.

Todomoda and Isadora suman more than 800 stores in Argentina and nine countries in the region: Chile, Brazil, Uruguay, Paraguay, Colombia, Mexico, Panama, Peru and El Salvador, the last market they reached. In addition, the group has nine own digital channels and employs 4,000 workers direct.

More than 80,000 people shop per day in their storesto which more than 195,000 items arrive daily. They sell 70 million units annually, with 16,000 new lines each year and 6 million users who are online sales customers.

“From the beginning, both the company and the product proposal we think globally. The integration of the production, design and technology areas allows us to have active listening to strengthen the portfolio with a system that analyzes more than 100 million data per week and allows a rapid reaction to demand,” Castelli highlighted, adding that the plan is take all brands abroad.

The expansion aims have a presence in 60 countries by 2030. “First, we will focus on covering the entire region. We still lack countries like Bolivia and Ecuador. Then, within two years, we want to continue through Europe. We still do not have a roadmap planned for the continent, but Spain would be one of the first markets,” he anticipated.

Due to the drop in consumption, BSG estimates to end 2024 with a drop in sales in Argentina of 5% measurements in units. “The year started a 2% below. April, May and June followed in the order of the 8%. And now we are again in a 2%. Weighted the year, it would close with a contraction of the 5%”, he calculated. At a global level, the situation is different: expects to close 2024 with a growth of 10%.