Pan con chocolate – Evoking childhood memories
After looking at different children’s brands from Spain, today, we take a closer look at Pan con chocolate and get to speak with Jesús Murua, Managing Director of the brand.
Pan con chocolate was initially focussed on the Spanish market but has been increasingly successful internationally over the last years. Don’t be surprised to find them in multi-brand retail stores in your city or one of the impressive El Corte Inglés Department Stores.
How was Pan Con Chocolate born?
Spain was a pretty classic market for children’s fashion at the time the brand was created and we thought children should be dressed in funny and colourful clothing. That was the main idea the brand was born with, to use colour and original prints to dress children.
How have you developed over the last 20 years?
The company has focused on the Spanish market during the first 15 years, but over the last three years, the brand has started to have presence in international markets quite successfully.
What does the name Pan con Chocolate stand for? How did you come up with it?
Pan con chocolate stands for chocolate bars inside a piece of bread (baguette style, not sandwich). This was the typical afternoon snack for children in Spain for decades. Great memories of our childhood and the inspiration for our brand name. With pan con chocolate we want to evoke this wonderful period of our lives.
What makes your brand special?
Pan con Chocolate is known for our colourful prints, the original fabrics and the finishing of our garments. But we keep trying to adapt to new necessities of our customers, and in this regard, last season SS17 we launched new lines of products aiming to reach the total look our customers’ demand (swimwear, shoes, perfume, headbands, socks, tights).
What makes customers choose pan con chocolate?
The attributes that make our brand special: colourful prints, original fabrics and refined finishing of our garments. Besides, our customers can buy a very good product, similar to garments from more prestigious and well known brands but with a much better value for their money.
How do your customer find you?
In multibrand shops (in Spain, Italy, Portugal, United Kingdom, Ireland, Germany, Saudi Arabia, Kuwait, Bahrein, China, Panama, Puerto Rico, Dominican Republic, Japan, Singapore, Lebanon, Guinea, etc.) in department stores such as El Corte Inglés in Spain and on our website.
How did you start your distribution years ago and how has it evolved over time?
We started selling exclusively to multi-brand shops and later on, we began to work with El Corte Inglés. Now we are present in 10 of their department stores. The next step was to work with international agents and distributors and later this year we are improving our online shop and website in general.
How are your interactions with the different stores throughout the world?
We interact with customers either through our agents or distributors or directly.
What does the online store mean to you? Do you sell more online or through retailers?
We sell through both online store and retailers. In our experience, the online business has not been a significant one up until now, but during this year 2016, the company has been investing in developing the online business properly to make the best of it. We are expecting to double or triple online sales in 2017.
How are you approaching b2c sales through your online store?
We are working on it right now, but basically: shortening the steps to purchase, making attractive offers, setting a very friendly and easy interface and process and working together with social media channels such as Facebook, Twitter and Instagram.
What are your plans for the future?
Our plans for the future are simple but very important to build the brand we want to be. We aim to keep developing the brand internationally and maintaining the essence of our style. Opening new international markets and channels, as FashionTrade, is also part of our expansion strategy. We have great hopes and expectations for our now starting a new collaboration with Fashion Trade, aiming to have a long and successful experience.