In 1974, a young delivery boy in Coruna, Spain, saved up enough money to launch his apparel brand. In less than 50 years, that delivery boy — Amancio Ortega — built and expanded the Inditex empire- establishing the fashion giant Zara.
Today, the Inditex group includes an impressive portfolio of brands. Among them is Zara Home, which sells home furnishings and decor. The brand was launched in 2003, and together with its apparel line, Zara- it generated more than €19,6bn in 2019.
The global pandemic has not stopped the Spanish group’s expansion and growth. While its competitors are closing stores, Zara Apparel and Zara Home continue to open new retail locations. In late 2020, the brand opened its first giant concept store in the United Kingdom and its largest store to-date in Beijing. The company’s strategy allows the group to reinforce its presence in the fastest-growing fashion market segment.
One question arises: How can a fashion brand thrive and succeed in the furniture and home sector, which is already saturated with well-established competitors?