“Anekke knows no bounds. We get collaboration requests from all around the world”

Joan Escortell, the Sales Manager of the Azzar Group, tells us about the international expansion of Anekke, the flagship brand of the group and what the current and future challenges are of a firm that already operates in more than 60 countries.

The international expansion of Anekke is already a reality, is it surpassing your expectations?

Anekke surpasses our expectations every day. Anyone who is familiar with her history knows what her potential is as a brand to stealthily get into the store, make a name for herself through the details and create a community of fans that follow her wherever she goes. That is where the magic starts. Since we launched the Anekke project for the very first time 9 years ago we have not stopped opening new markets and it is a real pleasure to receive collaboration requests from all around the world. Anekke knows no bounds and, that is why, we now operate in more than 60 countries and Europe is our main market.

Undoubtedly, we can say that Anekke is a huge success in terms of internationalisation. What do you think has been the key to this?

The success of Anekke is supplying something more than just a bag. Through each collection, Anekke tells the story of a trip or an iconic woman, she conveys values such as improvement, love and respect for nature, values acknowledged and respected by women around the world. Customers identify themselves with Anekke through her messages and they connect with the brand way beyond the product, which creates a fan phenomenon around the globe.

Anekke is now positioned among internationally renowned firms. What feedback can you give the customers?

Our customers are our inspiration and, in some way, they help us to carry on growing. Through their messages in social media they get directly in touch with Anekke to tell her about their concerns and their wishes. We read all their messages and we evaluate all their proposals. I will tell you an interesting fact. Anekke started off as a collection of bags and fine leather goods. It was extremely successful from the very first minute. But a few years ago we realised that our customers wanted new Anekke products, so our design team took up the gauntlet and today not only does Anekke supply a wide selection of bags and fine leather goods, but also shoes, fashion accessories and clothing. This is all thanks to our customers!!

What are the current and the future challenges that Anekke faces?

When it comes to the product we are focusing on expanding our venture by launching new fashion categories that complement the existing ones. The objective is to supply our Anekke customers with a “Total Look”. We are also focusing on consolidating the project in Europe to carry on with the development in America where we are already operating in markets such as Canada and Mexico. This is perhaps one of the biggest challenges that Anekke will face in the future.