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Delpozo Kickstarts International Expansion Plan

Salamanca store is the first step in a corporate marketing initiative by year-old owners Perfumes & Diseño to establish the brand in strategic foreign markets.

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MADRID — Spanish fashion label Delpozo has launched its retail expansion plan with the opening of a flagship in the Spanish capital’s shop-heavy Salamanca area. International neighbors include Brioni, Aspesi, Gant and Jo Malone.

The store is the first step in a corporate marketing initiative by year-old owners Perfumes & Diseño to establish the brand in strategic foreign markets. An additional five openings are planned by the end of 2014 in New York — where Delpozo showed for the first time at February’s fashion week; Moscow; Dubai; Shanghai and Mexico City, confirmed Pedro Trólez, the fragrance group’s president. “The objective is not to have numerous points of sale but to be in the most exclusive locations,” he added.

Perfumes & Diseño took over the brand last year after the death of founding designer Jesús del Pozo in August 2011.

Trólez said no more Spanish stores are on the drawing board.  Instead, Delpozo will broaden its domestic presence through a multibrand network in major cities like Barcelona.

Roughly 1,900 square feet, the new locale is light filled with creamy pink walls and a retro feel including Sixties and Seventies furniture; custom-made marble; glass and bronze-like display cases; floor-to-ceiling bevelled mirrors in generous fitting rooms, and a grained oak floor. “Colors, texture, everything was hand-picked by Josep [Font, creative director],” explained spokesman José Sanchez.

Omnipresent is Font’s romantic aesthetic for what he calls prêt-a-couture such as a matador’s azure-blue bolero jacket with 5,000 embroidered stones and beads and a floor-length pink gown layered in 80 feet of organza, tulle and silk chiffon — “and it’s all made here in Spain,” Sanchez pointed out.  “We’re very proud of that.”

There is also a private bridal salon fronting the back patio and made-to-measure is available.

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