Spanx aiming to double its reach in Spain and France in the next two years

Spanx is committed to expanding in Europe. The American lingerie brand expects a growth of between 30% and 50% in the Spanish market and is planning to open up to 300 new stores on French soil by 2018. The company saw a 15% growth in Spain during 2014, said Sandra Macaya, wholesale representative for Portugal, Spain and France, to FashionMag.com.

Though the company has had presence in United Kingdom from its inception, the real commitment to expand in Europe came in 2010 with the brand’s introduction to the German and Swedish market. Available in Spain since 2011, the company stocks 121 retail points, 36 of which are at the Spanish department store, El Corte Inglés. Also, the brand’s online sales are rising, and 80% of Spanx's turnover in the country comes from the department store El Corte Inglés, the bridal label Pronovias and the online shop Calzzas.com.

Spanx arrived in France last year and is currently distributed by Galeries Lafayette, though negotiations are also underway with Printemps. And on August 31 the company will also add Le Bon Marché, the exclusive LVMH boutique in Paris – to its point of sales, a partnership the brand is “delighted” to launch, according to Macaya. Spanx’s goal for the French market is to reach between 250 and 300 new outlets in the next two years.

Spanx was founded in 2000 in Atanta, USA and now sells its products in 50 different countries. Specialized in lingerie with body-shaping panties as best-sellers, the label counts brand ambassadors like Gwyneth Paltrow and Kate Winslet, although part of its new strategy is aimed at the 'millennials' generation. Its next AW collection includes fashion accessories for the first time and adds prints and colours to its apparel, which until now was only offered in nude and black.