Toni Pons, the Catalan firm whose hand-stitched espadrilles have grow to be considered one of Spain’s extra sturdy footwear exports, turns 80 this yr. It marks the anniversary in the course of an enlargement push — and, more and more, with the Gulf on the map as a retail market fairly than a vacation one.
The corporate closed 2025 with income of 32 million euros, three per cent up on the earlier yr, and has set out a strategic plan for 2026 to 2028 constructed round retailer enlargement. The goal is a community of seventy shops by 2028, in Spain and overseas; on the decrease finish of the corporate’s personal projections that may take turnover to roughly 40 million euros. Wholesale stays the principle channel, with distribution in round ninety nations, and manufacturing stays in Spain, with espadrille manufacturing concentrated round Alicante, Elche and Murcia.
These will not be massive numbers by the requirements of worldwide footwear. They’re uncommon ones for a class as slim because the espadrille, a shoe constructed on a braided jute sole that’s nonetheless stitched by hand. The agency started in 1946 as a small manufacturing unit in Osor, a village close to Girona, making jute espadrilles and leather-based boots. It’s now headquartered in Girona and led by Jordi Pons, a member of the founding household who joined the enterprise in 2012 and took cost in 2016.
The Gulf’s place in that map has modified quietly. For a lot of the interval during which Spanish espadrilles constructed their worldwide profile, they reached regional customers by means of journey — purchased in Barcelona or Palma, worn in Dubai. Distribution adopted tourism fairly than the opposite manner spherical. What has modified is that the demand now exists domestically and, more and more, so does the retail.
URIS, official retailer of Spanish footwear manufacturers Toni Pons and Castell Menorca within the UAE, with shops in Dubai, Abu Dhabi and Sharjah, sits in that hole. The corporate additionally ships throughout the Gulf, together with to Kuwait, Bahrain, Oman and Qatar, and its catalogue is constructed across the similar classes that drive the Spanish manufacturers at dwelling: espadrilles, wedges and summer season sandals.
The business logic is climatic earlier than it’s the rest. Summer time dressing within the UAE isn’t a three-month occasion; it’s a lot of the calendar, and footwear is predicted to carry up throughout workplace hours, malls, journey and night plans in the identical day. That has favoured codecs which might be breathable and secure fairly than ornamental. Espadrille wedges have been among the many clearer beneficiaries: they ship top and an outlined silhouette whereas spreading load throughout the only fairly than concentrating it on a slim heel, which issues when a shoe has to outlive an extended event fairly than {a photograph}.
Flat summer season sandals observe an identical logic at a special value and event level. Each classes profit from a shift retailers throughout the area describe in comparable phrases: consumers are much less fascinated about a shoe per occasion and extra fascinated about one which returns throughout seasons. In a class constructed on pure supplies and a building technique that has barely modified, that may be a structural benefit fairly than a advertising and marketing line.
Toni Pons has approached worldwide retail largely by means of native companions, with franchised factors of sale in markets together with Saudi Arabia, whereas maintaining its personal shops concentrated in Spain. The mannequin offers it attain with out the capital calls for of direct enlargement — related for a corporation whose progress plan additionally includes a transfer to a brand new 13,000-square-metre logistics facility representing an funding of 14 million euros.
Whether or not the Gulf turns into a core market or stays a well-served secondary one remains to be an open query. The course, although, is obvious sufficient: a class that arrived within the area in suitcases is now arriving in inventory rooms. For an organization marking eighty years, that may be a extra significant measure of the anniversary than the quantity itself.
Additionally revealed on Medium.
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