Mascaró Footwear Group Accelerates Growth Plan with Key Executive Hires – Breaking News
Ferrerias, Menorca – In a move signaling a significant acceleration of its growth strategy, Spanish footwear giant Mascaró has announced the appointment of two key executives to lead its retail and ecommerce operations. This breaking news comes just four months after Beatriz Fernández took the helm as General Director, marking a new era for the Balearic-based group and a strong signal to the market. This is a story that’s already catching the attention of industry watchers and is primed for Google News visibility.
New Leadership to Drive Retail Expansion
Ignasi Fernández-Ramírez joins Mascaró as Retail Director, bringing a wealth of experience from perfumery Júia, where he oversaw a network of 70 stores and franchises. His resume also boasts leadership roles at FC Barcelona and Mango, demonstrating a proven track record in managing large-scale retail operations. Fernández-Ramírez steps into the role previously held by Beatriz Fernández, freeing her to focus on the broader strategic direction of the company. This appointment is a clear indication of Mascaró’s commitment to strengthening its brick-and-mortar presence, particularly for its flagship brands, Mascaró and Pretty Ballerinas.
Ecommerce Gets a Boost with New Director
Complementing the retail focus, Mascaró has created a new position – Ecommerce Director – and filled it with María Rodríguez Vargas. Previously Director of Ecommerce at Nobodinoz, and with experience at NKN and Wala-Unipreus, Rodríguez Vargas will spearhead the launch of Mascaró’s redesigned website, slated for release at the end of October. This is a pivotal moment for the company, as the current website is outsourced, and internal functions are currently fragmented between IT and Marketing. Bringing ecommerce in-house signifies a strategic investment in direct-to-consumer sales and a desire for greater control over the online customer experience. For those interested in SEO best practices, this internal shift is a smart move for long-term organic growth.
A New Roadmap for International Growth and Menorcan Production
The changes at Mascaró aren’t simply about personnel; they represent a fundamental shift in strategy under Fernández’s leadership. The company is prioritizing reinforcing its international presence – currently at 67% of total billing – and doubling down on its commitment to production in Menorca, the heart of its operations. Mascaró currently operates 62 stores globally, with the vast majority outside of Spain functioning as franchises (London and Monaco being the exceptions). The group also distributes through wholesale channels and its expanding ecommerce platform, reaching customers in 86 countries.
Beyond Ballerinas: Accessories and Relaunch Plans
While Pretty Ballerinas remains the group’s top performer, Mascaró is actively diversifying its product portfolio. The company is investing heavily in its accessories business, having brought on Health Álvarez in 2023, whose previous experience includes Prada and Furla. The ambitious goal is for bags to represent a third of sales at own-brand stores within five years. Furthermore, Mascaró is preparing a relaunch plan for Muroexe, a company it acquired in 2021, with execution planned for 2026. This demonstrates a long-term vision for all three of its core brands: Mascaró, Pretty Ballerinas, and Muroexe.
Founded by the Mascaró family, and still chaired by Lina Mascaró, the company’s roots run deep in Menorcan craftsmanship. With logistics hubs in Barcelona, Menorca, and North Hampton (United States), Mascaró is well-positioned to serve a global market. These recent appointments and strategic initiatives suggest a company poised for continued growth and innovation in the competitive footwear industry. The future looks bright for this iconic Spanish brand, and we’ll be following their progress closely here at archyde.com.
