In 1991, in full internationalization of Zara, Amancio Ortega decided to go shopping and fill in his brand portfolio with Massimo Dutti, who only six years ago had started his career independently in the textile world in Barcelona in Barcelona.Almost 30 years after his acquisition, Inditex rubs his hands with this teaching.

And is not for less.At the end of Inditex's last fiscal year (January 31, 2020), Massimo Dutti registered sales of 1.900 million euros (5.1% more than a year earlier).And did it through its 754 stores (638 own and 116 franchisees) distributed in 74 markets.That means that, on average, a Massimo Dutti store sold 2.519 million euros.In addition, he closed 12 stores, so he has further profitable his square meters.

The sale of Massimo Dutti per store exceed 2.153 million Bershka (with 1.107 establishments), the 2.030 millones por tienda de Pull&Bear (con 970 puntos de venta) y los 1.739 million Stradivarius (with 1.006 stores).

It is only behind the group that forms Zara with Zara Home and Kids, which add up to a total 2.866 stores with an average sales of 6.826 million, although most corresponds to the flagship of the chain.But it is not possible to know the separate data of Zara.

These figures are included in a year in which Inditex beat sales records.The firm closed with a turnover of 28.286 million euros, 8% more than the previous year and won 3.639 million, 6% more.Although its results have not been affected by the Coronavirus, it has made a provision 287 million euros and has postponed the distribution of the dividend among its shareholders.

Massimo Dutti's story

These data are nothing more than the fruit of the company's history. La incorporación de Massimo Dutti está muy ligada a dos marcas de Inditex con las que, por filosofía y estilo, poco o nada tienen que ver: Bershka y Pull&Bear.With the first one shared for many years Headquarters in Trew (Barcelona), while with the second they coincided in the same year of the premiere, 1991.

Massimo Dutti's fashion is focused on a more adult audience profile that seeks elegance and class when dressing.Hence, it is the most expensive brand of the Inditex group and that the number of stores and the average income does not matter so much.

But that does not mean that it is anchored in the past.In its origins, the teaching was oriented only to man fashion. A partir de 1995, se inicia el lanzamiento de moda mujer en todas sus dimensiones: desde las líneas más urbanas a las más casual, aunque lejos de sus hermanas Pull&Bear o de las que llegarían más tarde al universo Inditex, Bershka (1998) y Stradivarius (comprada en 1999 a una familia catalana).

En 2003 Massimo Dutti lanzó una oferta de moda infantil bajo el nombre comercial de Massimo Dutti Boys & Girls.However, at the beginning of March this year Inditex decided to close and from now on he will concentrate all his fashion offer for children in Zara Kids.

During these almost 30 years that the brand has been embedded in Inditex, the Galician group has not stopped taking care of aesthetics in its stores, to make fashionable parades or launch communicative campaign by the hand of actresses and influencers...Although Queen Letizia already makes her own advertising every time she chooses some of the firm's garments to appear in public.

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