Blue banana At the beginning of the year, the company celebrates its international leap thanks to the opening of its first store in Mexico.
With an omnichannel strategy established in Spain, they have 11 physical stores in the main Spanish cities, 11 El Corte Inglés corners and one outlet – the famous “X” brand. debuts abroad with its first physical store in MexicoThis is the beginning of the company’s offline strategy outside Spain.
The Spanish fashion and adventure brand chose Mexico City to begin its international retail expansion and has done so a point of sale with 70 m2 of commercial space in the Santa Fé shopping centerthe largest in the country.
“It’s a dream to come to Mexico and even more so on this path. It’s a country that’s very present at Blue Banana, it’s where we’ve done some of our best content production. With them and with everything we do for the brand, we want to inspire new generations to make their lives an adventure. Right now, with the opening of the store, we can say that we are ready to take this mission to the next level and be part of the lives of Mexicans, accompanying them on every journey and sharing with them the adrenaline of adventure .” comment Juan Fernández-Estrada, co-CEO of the company.
“Mexico has been in our plans for some time, but we didn’t want to move forward until we found the perfect time and place. We think it was worth the wait. The reception of these first days in Santa Fe has been fantastic and is the reward for the work of the entire team, which is not always visible. “We trust that this is just the beginning of our history in the country,” comment Nacho Rivera, co-CEO of Blue Banana.
As part of his strategy Blue Banana will launch its Mexican website www.bluebananabrand.mx in the next few dayswhich replicates the design that already exists for Europe and from which garments are delivered throughout the entire geography of the Latin American country.
A space connected to the land
Open since January 12th, The new Blue Banana Store offers all visitors its well-known Classic collection with a giant “X” embroidered in ethnic fabric, as well as a selection of designs and new items from the latest collection.
The design of the space combines the outdoor sports and adventure-inspired decoration, traditionally found in Blue Banana stores, with Mexican culture, thanks to the exhibition of a mural created exclusively for the brand by renowned Veracruz artist Eva Bracamontes. “The work depicts a large X and is a classic contemporary Mexican mural. The colors reflect nature, vitality, festivity, hospitality and warmth of the city. In addition, it contains elements deeply rooted in our culture such as the axolotl, the jaguar or the mezcal plant. All in all, we are people who dance proudly, smile in the face of danger, without fear and with vitality.”says Bracamontes.
Aside from that, Mexicans who buy a Blue Banana product contribute to the development of clean energy in their country, as the Spanish company negates the carbon footprint of its garments (funding the compensation of twice the emissions they produce) by supporting the construction of a wind farm in the Oaxaca region of Mexico. The project, coordinated by the United Nations, marked a historic milestone for the brand by making it the first Spanish fashion brand ever Carbon negative.
Because “Mexico stands with an X”
“Mexico is also written. In this context Chema Balbuena, Zoët Niebla, Patricia Ornelas, Nathalia Rojas, Osmar Ochoa, Sasha Donnano And Jasmine TorresRepresentatives of local adventure today share their favorite places, traditions and people in the country on social networks.
“With this campaign we want to give a voice to the real Mexico, to those who every day live and build a different Mexico than the one that often appears in the media. The most natural, sustainable, creative and culturally vibrant hidden side. A land full of adventures and stories to discover. They are all written, today more than ever comment Bernardo Moleón, co-founder and CEO of Black Flag, Blue Banana’s creative agency.
The completion of the campaign will overlap with The store’s official opening is scheduled for January 31st. Nacho Rivera and Juan Fernández-Estrada, CEOs and founders of Blue Banana, traveled to the Mexican capital to attend the opening event and accompany artists, athletes and friends of the brand who will celebrate the milestone with them.