Chula Tulum’s Journey in Spain
Dani Martínez, the driving force behind Chula Tulum’s expansion into Spain, had a vision to bring this vibrant Mexican brand to his home country. After discovering Chula Tulum during their honeymoon, Martínez and his wife fell in love with the brand’s unique designs and sustainable production model.
A Brand with a Conscience
Chula Tulum stands out for its commitment to fair trade, using no materials of animal origin, and promoting sustainable practices in its production process. This resonated deeply with Martínez, who sought to bring these values to the Spanish market.
Overcoming Challenges
The journey to establishing Chula Tulum in Spain was not without its challenges. Martínez faced the task of renovating a historic building in the heart of Burgos, ensuring that the premises maintained its original structure while incorporating the brand’s unique identity. He also had to navigate the complexities of the fashion sector, despite having no prior experience.
<h3 GlobalKey Partnerships
To tackle these challenges, Martínez leaned on the support of Chula Tulum’s 12-year history in the fashion industry. The brand’s global presence, spanning Mexico, Latin America, and Europe, provided a solid foundation for expansion.
Gaining Visibility
To increase brand awareness, Martínez employed a multifaceted marketing strategy, focusing on social media, Google Ads, and collaborations with micro-influencers. He emphasized the importance of generating quality content, showcasing not only the products but also the store’s unique atmosphere.
Website Development
The website, developed on Shopify, reflects the brand’s diverse and vibrant identity. Martínez prioritized creating a seamless user experience, implementing features like suggested products to facilitate complete outfit creation.
Logistics and Expansion
Chula Tulum’s logistics are built around seasonal planning, ensuring a consistent and updated product offer. Air transportation enables swift delivery of new collections, guaranteeing customers can access the latest products as soon as possible. As the brand looks to expand its presence in marketplaces and strengthen its reputation, its store in Burgos remains the flagship, with plans to expand throughout Spain.