Colombian Studio F Strengthens Mexican Presence with Store Overhauls and 10% Growth

Customer experience, profitability and reconnection with the brand are the pillars on which the Colombian company Studio F is working in the Mexican market. Under the new management of Jorge Eduardo Sánchez Dávila, the company will begin a remodeling process of its stores in Mexico in September, at the same time that it expects its sales to grow between 8% and 12% on a same-store basis.

As reported by Sánchez Dávila to Modaes, Studio F plans to change the look of its most emblematic stores in Mexico, such as those in the Santa Fe, Delta and Plaza Satélite shopping centers. In total, the company will refurbish seven stores this year.

This strategy is part of the restructuring process that Studio F started a few years ago in Mexico, where it went from having 68 stores in 2023 to 57 today. “The decision to close was accompanied by a change in consumption, shopping centers that are no longer so successful or stores that are very close to each other,“ says the executive.

Now, Studio F will focus not only on a better design of its stores, but also on providing a good shopping experience and reconnecting with the Mexican customer. “We are a well-established brand in the country, the customer already knows us, but we have to continue working to seek the best profitability,“ Sánchez Dávila emphasizes.

Studio F seeks to double last year’s ebitda this year and grow between 8% and 12% in same-store terms

To this end, the company has invested in training for its store employees and in customer service systems. In addition, Studio F has sealed an alliance with Mexican model Michelle Salas, with whom it launched a first collaboration and is preparing its second joint capsule next September.

Studio F’s expansion in Mexico will also take place in the online and retail channel. The company expects to reach 100 points of sale in Liverpool department stores. “For now we are only with our womenswear collection, but Studio F is also very strong in accessories and footwear, so we do not rule out taking those items to Liverpool,“ confesses Sánchez Dávila.

The Colombian company’s ecommerce also shows good signs of growth in Mexico, with double-digit increases over the past three years. The company also operates four outlets in the country.

The company is preparing a second capsule in collaboration with Mexican model Michelle Salas to reconnect with its consumers

Studio F landed in Mexico in 2004, currently the company’s most important market abroad. The company employs more than 600 workers in the country and has a production plant where it manufactures 50% of the garments sold in Mexico.

On a global scale, Studio F has a commercial network of more than 400 points of sale in nine countries such as Chile, Peru, Costa Rica, the United States and Spain, where it landed in 2023 with its first store in Madrid. The brand is part of the STF Group, which also operates the ELA and Studio F Man brands.