Joma is now in a position to double its sales in five years and perhaps triple them in what Diffusion Sport calls a reasonable period – this according to Marina López, its Managing Director and Marketing Chief.
The Spanish brand has expanded its facilities in Portillo from 65,000 to 90,000 square meters and, over the years, has invested in automated logistics. The result is a system that, with few mistakes, can move 30,000 units per hour. “We’ll be able to dispatch up to 300,000 units of product per day,” López tells Diffusion Sport.
Joma is also making a further investment of €24 million. What the money is going towards is unclear, but it is intended to bring about the aforementioned doubling of sales, much of which is to come from foreign markets. Joma is doing business in 134 countries and maintains subsidiaries in the US, Mexico, Brazil, Germany, Italy, the UK and China.
Another factor in the doubling, according to Joma’s Director of Communications, Beatriz Sánchez, is an increase in the speed of product development. This has to do both with the team in Portillo and, Sánchez says, with Joma’s athletic endorsers, whose “immediate feedback” has enabled the brand to cut the time to product launch from a year to six months.
Some 15 percent of the athletes set to compete in the forthcoming Olympic Games in Paris will be sponsored by Joma.
