Clarel closed the 2024 financial year with a net profit of 2.4 million euros, down 55% on the 5.4 million obtained the previous year. Despite this fall, this is the second consecutive year in positive for the brand, which is going through a period of profound transformation following its exit from the Dia Group and its integration into the Colombian conglomerate Trinity.
As explained by the CEO, José María Jiménez, this decrease in profits is largely due to the heavy investments made in key areas such as technology, finance and training, within a context marked by ‘frenetic activity’ following the change of ownership. Even so, Clarel achieved gross sales of 340.6 million euros and a 3% growth in average sales per shop, while adjusted EBITDA stood at 7.1 million euros.
In response to this new stage and with an eye on the future, Clarel has presented the Fénix Plan, a strategic roadmap that symbolises the rebirth of the brand. This ambitious project envisages a 50% increase in gross sales and a tripling of EBITDA by 2028, supported by a total investment of 66 million euros. Of this figure, 85% will be allocated to shop remodelling and expansion, and 8% to digital transformation.
The plan also includes job creation, with 170 new permanent positions (140 in shops and 30 in offices), in addition to 800 temporary hires to reinforce the summer campaign. It also reinforces the company's omnichannel strategy, which in 2024 recorded a 71% increase in online sales thanks to improvements in its ecommerce and new alliances with platforms such as Uber Eats, Just Eat and Glovo.
Finally, brand awareness has grown by 4% and more than 50% of sales come from loyal customers, with 1.4 million recurring buyers, which reinforces the strength of the company's customer base in this new stage of transformation. With the Fénix Plan underway, Clarel is committed to leaving behind the fall in profits and building solid and sustained growth for the coming years.
Additionally, as part of this plan, Clarel will generate 170 permanent jobs in 2025 —140 in stores and 30 in offices—, along with 800 temporary hires for the summer campaign, thus consolidating its commercial network and internal structure.
The plan also aligns with the company's digital and omnichannel strategy, which has experienced a 71% growth in online sales thanks to improvements in user experience and new partnerships with platforms such as Uber Eats, Just Eat, and Glovo.
Finally, customer confidence continues to grow: brand awareness has increased by 4% compared to the previous year and more than 50% of sales already come from loyal customers, representing nearly 1.4 million repeat buyers.