In 2018, entrepreneur Eduardo Marqués Sánchez-Tabernero joined forces with his brand Uller to form Indicom Brands, a fashion group that has been winning over adventurous consumers ever since. Eduardo started his career at companies like Grupo Osborne and Packard Bell before launching his own fashion brand, The Indian Face, which embodied his passion for an adventurous lifestyle. After deciding to fully commit to his venture, he merged it with Uller, a brand focused on technical sports, to create Indicom Brands.
The company’s mission is to offer high-quality products that combine innovative design, practical functionality, and sustainability, while promoting personal growth and exploration. Its vision is to become a global reference point for connecting people with meaningful experiences through brands that align with their values and passions.
What Ties The Indian Face, Uller, and Hanukeii Together
At its core, Indicom Brands is driven by a philosophy that encourages a lifestyle connected to nature, filled with adventure, personal challenges, and authenticity. The three brands under its umbrella – The Indian Face, Uller, and Hanukeii – each have a distinct identity that caters to different audiences and needs.
The Indian Face embodies freedom and a spirit of adventure, targeting those who push boundaries daily.
Uller is geared towards technically demanding athletes, offering innovative, high-performance products.
Hanukeii reflects a relaxed, contemporary lifestyle, appealing to a younger, urban audience seeking functional fashion.
Understanding the Target Audience
Each Indicom Brands subsidiary has a clear target audience that reflects its values and product offerings. The Indian Face appeals to men and women aged 25-45 who are passionate about outdoor activities and adventure. They’re individuals who value freedom and enjoy exploring new horizons.
In contrast, Uller focuses on professional and advanced amateur athletes, particularly those involved in mountain sports like skiing and snowboarding. This demographic seeks technical, innovative products that enable them to push their limits in challenging environments.
Hanukeii’s primary audience is young women aged 18-35 who look for affordable, comfortable, and functional everyday fashion. They’re cosmopolitan, urban consumers who blend practicality with style.
Key Milestones in Indicom Brands’ Growth
In recent years, Indicom Brands has expanded into key European and American markets, reaching a global audience that shares its passion for adventure and active living. The company’s sales growth has been driven by a robust digital strategy, with a strong focus on social media and programmatic advertising. This approach has enabled Indicom Brands to effectively connect with customers and establish The Indian Face as a recognized e-commerce brand.
The company’s participation in relevant outdoor events has also been instrumental in strengthening its connection with the target audience. These events have helped position Indicom Brands as a leading player within the industry.
Navigating the Challenges of a 100% Online Business
As a fully online business, Indicom Brands has encountered both benefits and challenges. On the plus side, the company enjoys global reach, flexibility in responding to consumer trends, and real-time data analysis. However, it also faces fierce competition, dependence on advertising platform algorithms, and the difficulty of conveying product experiences digitally.
To mitigate these challenges, Indicom Brands has adopted a multi-channel approach, leveraging platforms like Amazon to reach new customers while maintaining a strong presence on its proprietary channels. The company achieves this balance through exclusive promotions, personalized content, and loyalty programs that foster direct relationships with customers.
Managing Inventory and Logistics
Indicom Brands operates a centralized system that integrates its e-commerce platform with logistics operations, enabling efficient stock management. The company partners with strong logistics providers to streamline shipping times, reduce costs, and enhance the overall customer experience.
A Successful Holiday Season
The company’s Black Friday and Christmas campaigns were exceptionally successful, with a significant increase in sales compared to the previous year. Uller saw high conversion rates for its premium products during Black Friday, while Hanukeii led sales during the Christmas period with gift-friendly products.
Looking Ahead to 2025
Indicom Brands’ primary objective for 2025 is to consolidate its growth, with a particular focus on key markets such as Spain and France. By building on its successes and continuing to adapt to the evolving needs of its customers, the company is well-positioned for continued expansion and success.