Spain’s El Ganso enters Colombia with Bogotá store as Latin America drives international expansion

Spanish fashion company El Ganso has made its debut in Colombia with the opening of a store in Bogotá, adding another Latin American market to an international expansion strategy designed to take the Madrid-based brand beyond €100 million in annual sales by 2028.

The new store is located at El Retiro shopping centre, one of Bogotá’s established destinations for premium fashion and retail. The opening represents El Ganso’s first physical presence in Colombia and has been carried out with BMG, the Panamanian group that already operates the Spanish brand in several other Latin American countries.

Colombia becomes the sixth market in El Ganso’s current Latin American network, joining Chile, Mexico, Panama, Ecuador and Peru. The operating model varies by country: Chile is managed directly by the Spanish company, Mexico is developed alongside Sordo Madaleno, while BMG is responsible for Panama, Ecuador and Peru and will now add Colombia to that portfolio.

The Bogotá opening is therefore more than the launch of another store. It illustrates the increasing importance of Latin America to a company that, after navigating a difficult restructuring period, has returned to growth and is preparing a new phase of international development.

Founded by the Cebrián family, El Ganso built its identity around colourful, preppy-inspired menswear and casual European styling. The company has gone through significant changes during its two decades in business, including the entry and subsequent exit of private equity investor L Capital — now L Catterton — before the founding family regained full control in 2018.

Today, its priorities have shifted back towards expansion, although with a more selective approach than during its earlier high-growth years.

Latin America takes a larger role in El Ganso’s growth

The Spanish company had already identified Latin America as one of the main pillars of its international strategy. By the end of 2024, it operated four stores in Mexico alongside 14 corners at Liverpool department stores, two directly operated locations in Chile, two stores in Ecuador, two in Panama and one in Peru.

Colombia now fills an important geographical gap in that network.

The market is particularly relevant because El Ganso’s relationship with the region extends beyond retail. The company has also shifted part of its production to Colombia and Peru, citing tariffs, proximity and shorter distances as reasons for diversifying its sourcing footprint in Latin America.

That creates a broader connection between the Spanish brand and the region: Latin America is becoming not only a destination for sales but also part of its supply and production strategy.

The Bogotá launch comes at a significant moment for El Ganso. The company is celebrating two decades since the opening of its first store and has emerged from several years of restructuring with profitability restored and sales growing again.

El Ganso closed 2025 with revenue of around €78 million, according to the latest figures reported by Modaes. Its current business plan anticipates sales of approximately €84 million in 2026, followed by €93 million in 2027 and €102 million in 2028.

Reaching that target would take the company beyond the €100 million threshold and place revenue above its previous historical peak.

Internationalisation will be one of the engines required to get there.

Latin America is central to that strategy, but it is not the only front. El Ganso also intends to resume expansion through standalone stores in Europe, where much of its international presence currently relies on partnerships with department stores. France remains particularly significant and is the company's second-largest market after Spain.

At the end of 2025, El Ganso had approximately 180 points of sale across its different formats. The company had generated €69 million in 2024 before growing strongly again the following year, confirming a recovery from the difficulties that forced it to rethink its previous international expansion model.

Its new growth plan is deliberately broader than simply opening more stores.

El Ganso intends to renovate its retail network in Spain and Portugal, with between 10 and 12 new openings, while increasing investment in digital sales. The company has already entered major marketplaces including Zalando and Amazon as it attempts to build an omnichannel business capable of supporting international growth without depending exclusively on physical retail.

Another pillar is womenswear. Historically associated overwhelmingly with menswear, El Ganso has created a dedicated team for its women’s business and aims to increase the category’s contribution to approximately 20% of sales.

The combination of womenswear, ecommerce, store renovations and international markets forms the foundation of the company’s plan through 2028.

Colombia fits naturally into that equation. Bogotá has become an increasingly important destination for international fashion brands seeking exposure to Latin America’s large urban consumer markets, while partnerships with regional operators allow European companies to expand without assuming the entire cost and operational complexity of entering a new country independently.

For El Ganso, BMG provides precisely that platform. The existing relationship across Panama, Ecuador and Peru gives the Spanish company a partner already familiar with both the brand and the commercial dynamics of the region.

The approach also reflects a more disciplined version of internationalisation than the one pursued during El Ganso’s earlier expansion cycle. Rather than building every market directly, the company is combining company-owned operations, franchise or partnership structures, department-store corners and digital channels according to the characteristics of each territory.

That flexibility could prove important as the brand pursues the next milestone in its recovery.

The Bogotá store may represent only one additional location in a network of around 180 points of sale, but strategically it carries greater weight. El Ganso is entering Latin America’s fourth-largest economy, expanding a regional network that now stretches across six countries and reinforcing one of the international pillars behind its ambition to exceed €100 million in revenue by 2028.

For a Spanish fashion company that spent recent years restructuring and rebuilding profitability, Colombia marks another step from recovery back to expansion.