Salsa Jeans, a brand that began its journey as a denim-centric company in 1994, has undergone a remarkable evolution over the past three decades, emerging as one of Portugal’s leading fashion brands. In 2020, after a period of introspection, the company embarked on a mission to rekindle its core identity: denim. This strategic shift serves as a catalyst for its international growth.
As Salsa Jeans approaches its 30th anniversary, the Portuguese brand, operating in over 40 countries with a presence in more than 190 proprietary stores and 1200 multi-brand spaces, is poised for global expansion. CEO Hugo Martins emphasizes the brand’s return to its denim heritage, proudly acknowledging its status as a Portuguese denimwear brand.
Expanding into New Frontiers
Salsa Jeans’ expansion blueprint places a significant focus on entering the Latin American market and reinforcing its presence in Europe. The brand is determined to establish a more prominent foothold in Scandinavia and Eastern Europe. Additionally, the company aims to double its Middle East stores over the next three years, building on the success of its top-performing stores in Dubai and other key locations.
While Portugal, Spain, and France currently serve as robust markets, with sales distributed at 30%, 28%, and 26% respectively, Salsa Jeans envisions Spain as its primary market.
Embracing Omni-Channel Excellence
With a 2022 turnover of 200 million euros, a remarkable 17% increase from the previous year, Salsa Jeans pursues a diversified distribution strategy. Currently, retail and multi-brand channels contribute 37% of sales, while department stores and discounts account for 13% and 8%, respectively. The multi-brand channel is gaining prominence globally, strengthening its role in the brand’s international strategy.
The Power of Denim
Denim, at the heart of Salsa Jeans’ heritage, takes center stage once more. With an industrial center in Famalicão that facilitates the rapid transformation of concepts into garments, the brand stands out in the denim industry. Salsa Jeans proudly offers «Jeans for Everyone,» underscoring its commitment to inclusivity.
Core Values Driving Success
Salsa Jeans’ success is built on four core values: ‘Jeans for Everyone,’ ‘Proudtuguese’ reflecting its Portuguese heritage, ‘Craftsmanship’ showcasing the dedication of artisans, and ‘People & Planet,’ which encompasses sustainability initiatives including the Infinity project focused on garment repair.
In Conclusion
Salsa Jeans isn’t just a denim brand; it’s a brand that instills confidence. As CEO Hugo Martins aptly puts it, «We don’t sell jeans; we sell confidence. What our jeans do is provide an extra boost of confidence.»
