An overview of Spain

Can we start talking about “Made in Spain”? This was our question to Joaquim Gomicia, President of AEO - the Spanish Association of Manufacturing, Importing and Distribution Companies in the Optical Industry.Could you give us an overview of your market?The Spanish market is one of the five main markets in Europe and one of the most mature. There are 9,800 optical stores for 47 million people. The industry has become mostly importers and wholesale distributors. The main foreign companies are represented in Spain (Italian, French, German, USA, etc.).The retail market also has many international chains, franchising companies and buying groups. They count for around 60% of the Spanish market.How is distribution organized?90% of the total industry (importers, manufacturers and wholesalers) is part of AEO (Asociación Española de Fabricación, Comercialización e Importación General de Óptica y Oftalmologia), which was founded 28 years ago. AEO belongs to a larger Federation called FEDAO, which also includes retail opticians (chains and buying groups). FEDAO’s mission is to make the global optical industry more dynamic. AEO includes all activities related to the eyewear business, ophthalmic lenses and contact lenses.The retail business turnover is distributed as follows:Buying groups: 47% (57% p.o.s.)Chains: 32% (21% p.o.s.)Independents: 15% (16% p.o.s.)Franchisers: 6% (6% p.o.s.).Market policies are strongly influenced by big discounts – up to 50%. You can find complete frames with lenses for 190 euros.Online sales are growing rapidly, but they are still a very low percentage of total sales. The sun segment is much bigger than the eyewear business.Your market was in a difficult situation. What are the latest economical figures? Is it getting better?We have improved quite a lot over the last two years thanks to the good economic drive in general and better consumption. But we are still 13% below the level of turnover in 2008. We expect better recovery and economic stability with the new government. We think we will achieve 2008 levels in volume before those in value. Strong competition is pushing for reduced prices and increased discounts for quality products of any level.Nowadays there are some successful Spanish brands: can we start talking about Made in Spain eyewear?It's true that Spain has grown with high-value brands like Carolina Herrera, Loewe, Etnia Barcelona, Agatha Ruiz de la Prada and many others. We have very good designers who are creating successful products that are sold all around the world.The eyewear business is developing very well thanks to other business activities such as textiles and shoes, with worldwide brands like Zara, Desigual, Massimo Dutti, Mango and others.About 20 companies are exporting their brands to more than 50-60 countries. Made in Spain is growing fast also due to local manufacturing of specialized products.Are there young Spanish designers who will make a difference?There are excellent designers in many different industries. In Spain there are more than 20 design schools with high requirement levels. As I mentioned before, worldwide textile retailers are at the top of apparel distribution.The design is 100% Spanish and many design schools accept foreigners wishing to study for their future careers.