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Today Thursday 1 December, FC Barcelona has opened its first a Barça Store in Madrid, in Calle Arenal, near Puerta del Sol. This further consolidates the expansion of the network of stores managed 100% by the Club. The opening was attended by the FC Barcelona director responsible for roller hockey, Xavier Barbany, and Luis García, former FC Barcelona player, who took the opportunity to welcome the fans and have their picture taken with them.
The store is located right in the centre in the historic Palacio de Gavira, and has a total of 190 m2 divided into two floors, offering a space for 100% Barça experiences. It is an innovative point of sale in line with sister stores that observe the same design scheme, a highly characteristic concept that the club has been capturing in each of its latest openings.
This is the first such store outside of Catalonia, and the tenth official store managed 100% by Barça, along with those at Spotify Camp Nou, Canaletes, Passeig de Gracia, Sagrada Família, Westfield La Maquinista, La Roca Village, the corner at El Cort Inglés and Barcelona airport terminals T1 and T2.
FC Barcelona stores all combine new technologies and characteristic elements related to the club's tradition, seeking to offer visitors a unique Barça experience. They are greeted with a mosaic created from typical Madrid tiles, and a picture that pays homage to the city of Barcelona and some of its most prominent landmarks, including La Pedrera and the Sagrada Família, works by Antoni Gaudí, along with other elements that form part of the city's iconic skyline, as well as some of the team's greatest players.
The ground floor is dedicated mainly to men's and women's clothing. The different shop windows feature LED screens showing images of the Camp Nou and some of the main 100% Barça collections. Fans coming to the store will feel part of the atmosphere and excitement experienced in the stadium, thanks to the different audiovisual and dynamic devices.
The first floor contains the children's collection and the printing lab area, where fans can personalise their Barça shirts if they like. The whole establishment is inspired by Barça and Catalan images, which can be seen from the street through the large windows. Visitors will also find all the official kits for the 2022/23 season, training gear and also exclusive 100% Barça collections that only available at points of sale managed directly by the club.
Control over FC Barcelona retail
In July 2018, FC Barcelona recovered the rights to its merchandising, which until then had been controlled by FCB-Merchandising, a company 100% owned by Nike. Since then, Barça has directly assumed management of the sector and brand by creating BLM, and has since embarked on a process of global expansion.
This strategy includes the creation of a network of official sales outlets managed 100% by FC Barcelona, of which the Canaletes store is the flagship establishment and the second largest in terms of surface area, only topped by the store at Spotify Camp Nou.
Statement by Xavier Barbany, FC Barcelona director responsible for roller hockey
“The Barça Store in Madrid is one more step in the expansion plans for BLM, which as you know is Barça Licensing & Merchandising, in the management of the retail and merchandising business generated by FC Barcelona. A club like ours, which is one of the biggest sports brands in the world, with millions of followers, arouses huge interest that is reflected in the numerous kits and clothes collections, as well as products that bear the Barça colours and the club crest. This strategy includes the creation of a network of official sales outlets managed 100% by FC Barcelona, with the aim of regaining direct control of the brand and being able to continue with our global expansion”.
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