BCN Brand: growth by brand extension 

Can a brand extension strategy, vertically integrated or licensed, transform a brand from local hero to a global lifestyle brand? BCN Brand is thinking positive and seems to be working on it.

The brand was created only recently in Barcelona from a family business, when in 2013 Pablo Caralps decided to diversify his paper business into footwear. A colorful range of BCN Brand sneakers, inspired by the relaxed, artistic and nostalgic mood of the Catalan capital was launched and supported by total-look catwalk presentations at the 080 Barcelona Fashion shows.

Following its launch, BCN Brand quickly branched out into related accessory categories like bags, eyewear and smartphone covers. A brand licensing program supported by the Spanish licensing agency Monday2Friday (covered as part of our Brand Licensing Europe reportage) sees the brand reaching products like scooter helmets with NZI (seen at EICMA), and less mainstream products, like a foldable bike by Ossby and… a range of decorative home fire extinguishers.

Last November, BCN Brand signaled its arrival in Japan, where an agreement with Takashimaya and other deals with stores like Hankyu, FootMind, FootPride and Akaikutsu will give the brand presence in Tokyo, Osaka, Nagoya, Yokohama and Hakata.

From a turnover of €700,000 in 2014 achieved through 40 stores in Spain, BCN Brand broke through a million euros in 2015, and is expecting growth to continue over the coming months with deals in the U.S., Germany and Belgium.

A long road lies ahead, but the start seems promising.