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Lois was created in 1962 and soon became one of the best known jeans’ brands in Europe. An exponent of the most alternative street trends, Lois is aimed at middle to upper-middle class men and women, aged 14 to 30. Getting ever closer to its customer is a key feature of the brand’s marketing strategy, and it was with this in mind that it recently opened a shop in Madrid’s Fuencarral market and another on the El Borne area in Barcelona. It also has plans for a shop in Paris. Lois accounts for 36% of the group’s total sales and 20% of its exports.
The Sáez Merino business group makes and sells textiles products and ready-to-wear clothing. It dates back to 1952, when it was founded by the Sáez Merino brothers, who started out making work apparel. The company has continued to grow ever since and now specialises in the production of denim clothing. The entire production process – undertaken in eight factories across the province of Valencia – is in Sáez Merino hands, and this constitutes one of the group’s main corporate strengths. It has a daily output of 16,200 garments which, in 2002, was the equivalent of almost 131 million euros in sales terms.
Another major forté is the firm’s leadership in the global market, with exports accounting for 52.9% of its sales. Japan, France, the Netherlands and Britain are its most consolidated markets.
