It’s been a while since the last time we spoke about numbers, the truth is that we have been very focused on trying to turn things around, as the second half of 2022 didn't quite work in our favor...
We closed the year with losses, yes... that's right, as you're reading. So, since that wasn't our goal, we've had to thoroughly assess the situation and rearrange things, a bit of "feng shui" to restore balance in the house.
It hasn't been an easy task, months of long hours of work, and especially many decisions. Contrary to appearances, decision-making generates a lot of stress and tension, because as you can imagine, we don't always agree on everything right from the start.
The change has affected nearly every aspect of the company. Many members of our team have departed, and we wish them the best of luck in their new endeavors. On the other hand, new team members have joined us, and we warmly welcome them.
Now, as always, it's a pleasure to share with you this summary of moments, events, progress, and obstacles we've encountered over the past few months.
Buckle up, as there's a lot of information coming your way!
This is a curious and lovely story about two companies that like each other without knowing it, that think about doing something together but have never said it, and suddenly... a connection is made, and everything starts to flow.
Umbrella is a restaurant (well, there are quite a few now) known for its smash burgers. It's a company that, like us, was born in the city of Alicante, and that's the theme we used for the first collaboration between the two brands, the "Trendsplant V.1."
It's a limited-edition burger that was available during the month of February and featured very local ingredients, such as the truly Alicante-style "salmorreta" (a base sauce used in rice dishes) and the mild garlic sauce (a light version of "aioli"). The intention was for each bite to transport you to the province.
The burger was available in limited daily quantities, and the "sold out" sign was hung up day after day.
We couldn’t be happier.
In May, we launched our first collaboration with Equilibrium, an Alicante-based brand specialized in wellness and dedicated to sustainability and quality. Together, we have crafted a unique collection that seamlessly blends minimalist aesthetics and functionality.
The collection, named "balanced" comprises garments and accessories crafted from sustainable materials that evoke the warm and carefree ambiance of the Mediterranean.
Thanks to this collaboration, we have introduced several new products to our website: yoga mats and both short and long sports pants for women.
Antonyo has been collaborating with Trendsplant since 2015, years during which we've worked together on numerous projects, always aligned with our values and our beloved land, Alicante.
The artist has just set up two beach huts adorned with his signature patterns and color palette, offering a visual treat both to all visitors of our city and us locals. We are thrilled to be tangentially involved in this project.
To celebrate his newly installed works on Playa de San Juan, we have partnered with him to create a collection of t-shirts for both men and women, along with a swim short. This collection will also continue in the colder months with some hoodies and warmer garments.
It has been a success since its launch, and we had to hang the "sold out" sign just a few days after its debut. The good news is that we've managed to restock it swiftly for the final stretch of summer.
With the motto "Life by the Sea," we create a new graphic each year that we print on a white t-shirt and a navy blue one. Well… every year, except in 2022.
A factory error led to us receiving the 2021 model last year instead of the new design for 2022.
Considering our commitment to sustainability, we decided to keep the product and put it into circulation instead of storing them in a warehouse in Portugal.
2022 will be remembered as the year when there was no new "Life by the Sea."
In 2023 we have been able to continue the project, and this is the result.
Collaboration with Surfrider Spain: Donation for World Oceans Day
Given our Mediterranean origin, we feel a deep connection to the ocean. That's why we work with materials like SEAQUAL®YARN, which is obtained from recycling plastics collected from the sea.
This year, in honor of World Oceans Day and in line with our commitment to protect these precious ecosystems, we decided to donate 10% of the sales from June 8th. This donation was made in a special and meaningful way, as it was directed towards the conservation of the seas through the organization Surfrider Spain.
New range of caps manufactured just a few kilometers from our offices
We are always seeking ways to improve and refine our processes, and production is one of the aspects in which we consistently work. Expanding our supplier base is not a simple task, and depending on the product category, it can become quite complex.
For this reason, we are pleased to inform you that we have taken a significant step forward by manufacturing a new line of caps much closer to our offices, specifically 25km away from where all orders are dispatched, in Elche.
In crafting these caps, we have utilized fabrics originating from our own province, Alicante, thus completing the circle of proximity in our supply chain.
At present, the cap family comprises two sources of origin: on one hand, China, where all our trucker caps and technical five-panel caps are manufactured, and on the other hand, these new caps now produced in Spain. Both options maintain the same quality standards and meticulous attention to detail.
Spring/Summer 2024: Planning collections
Deciding to resume wholesale operations has led us, for the first time in our history, to conceive and create the collection samples a year ahead of their launch.
Currently, stores are already acquiring the products that will be part of the Spring/Summer 2024 collection.
However, you'll have to wait a little longer to see the new designs and colors. In the meantime, you can enjoy all the new items available on our website.
We are pleased to announce that we have strengthened our presence abroad by adding new points of sale in France and Germany.
This expansion allows us to bring our products closer to a broader audience and to share our values with international communities that are deeply attuned to them. We are excited to witness how our garments flourish in these new markets and maintain a highly optimistic outlook for the future.
As a special note, we are glad to inform you that the first agent who believed in our brand years ago has rejoined us.
It's time to talk about numbers. As we mentioned at the beginning of this report, the closure of 2022 was unfavorable, and we ended up with unexpected losses in the company. This led us to take action from October to get things in order and return to the long-awaited positive numbers.
We can share quite a bit about the beginning of this year, but in summary:
In the first six months, the company has grown by 50% compared to the first half of 2022.
The website has grown by 38%.
By the end of August 2023, we have achieved the projected billing for our website that we set for the entire year.
We are in the green numbers (profitable).
The blended ROAS (Return on Ad Spend) has increased by 8%.
We are enthusiastically approaching the final stretch of 2023, and of course, we have revised our projections.
Thank you for your ongoing support and for being part of our community! We continue to work on improvements.
You can always join our newsletter to stay informed about updates, milestones, and more.
Here are some recommendations to make your return to work more enjoyable:
Book: The Creative Act: A Way of Being: Rubin, Rick
Podcast: Wondery: "Business War"