On the latest opening of Ofelia home&decor in Andorra AraAndorra has interviewed the CEO and creator of the brand, Francisco Segarra, who explains the details of this collaboration.

In English:

The Pyrénées Group increases the 'home&deco' business with its partnership with Ofelia, Francisco Segarra's decoration brand.

The business linked to home decoration and furniture sales underwent exponential growth during the Covid-19 pandemic. The boom in this sector has continued despite having long since overcome the confinement and in Andorra has driven the opening of large 'home&deco' shops such as Ofelia. As a result of the high demand, the Pyrénées Group detected that the country lacked a space of these characteristics and in November 2021 opened the new establishment designed by interior designer Francisco Segarra.

"I have been involved in decoration for many years and I have always heard that there was a need for a space like this in Andorra, where people could make very 'Andorran style' houses, where they could have a shop where they could go, hear, see, and it is something you have in your head and then with destiny things come up and someone introduced us to Pyrénées. We had a first contact, they were interested in the brand, they knew about it, we were of course interested in Andorra and we couldn't find a better partner, so it was love at first sight", Segarra himself assured in an interview granted to the programme Al Alza.

The Pyrénées Group's partnership with this brand is part of the company's strategy of linking up with the most prestigious firms, especially when the agreement means being able to sell its products exclusively, and Ofelia cannot be found anywhere else in the Principality, it has no shop in Catalonia, and the closest one is in Valencia, where the company was founded. As Segarra points out, Ofelia is "a brand that we want to grow little by little, we don't want to globalise it, because in the end, we don't identify Pyrénées as a franchise, we identify it as a 'partner', but I feel it's as if it were mine; they manage it, it is theirs, but there is a very good link and we are on the same path, and the franchisee at the end is someone without a name to win, but we are not looking for that type of customer, and so the idea is to grow little by little without looking for a super big expansion".

Now that online sales are increasingly popular, Pyrénées is committed to complementing ecommerce with a physical presence, with the aim of consolidating the brand concept and allowing people to get to know Ofelia better. Online is perfect when you already know a brand, you already trust it and you already know what you will receive, but I think that, especially in decoration, a photo is not the same as when you touch a piece of crockery with its texture, some carpets, try a sofa... I think it is important to have a physical space to go to and see... and then, the physical shop also gives you confidence, you know that there is someone behind you backing you, and online is cold, you don't know who is behind it, you call and nobody picks up the phone... so we try to give you confidence, that you can go and that there is someone behind it who can answer", said the head of the shop.

Ofelia was founded three years ago with the aim of creating a brand with its own personality and a strong vintage style capable of telling a story in each object. With three years Ofelia has already learned to walk, and the hand of the Pyrénées Group, opens its way to the Principality of Andorra.

You can read the original article in Catalan HERE.

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