A Conversation with Horacio Broggi
With over 2,500 multi-brand points of sale across Europe, Alma en Pena has turned this channel into a key driver of its growth. We spoke with Horacio Broggi, the brand’s CCO, about day-to-day challenges, the evolution of the multi-brand channel, and how tools like Hub4Retail are helping them make better decisions, optimize product assortments, and continue growing through data.
1. Can you share the main figures for ALMA EN PENA today?
Alma en Pena currently has a network of over 2,500 multi-brand points of sale across Europe, making this channel a strategic cornerstone for the company’s development. Its importance requires constant adaptation in order to maintain our leadership and differentiation within the multi-brand landscape.
2. What are the main day-to-day challenges ALMA EN PENA faces in the market?
One of our biggest challenges is obtaining and analyzing reliable data across all the channels we operate in. This allows us to strengthen our presence, adapt to a competitive environment, build customer loyalty, encourage repeat purchases, and protect our brand image in terms of positioning and communication — all while continuing to grow.
3. Speaking of the multi-brand channel, what opportunities and challenges do you see for maintaining or increasing its market share?
The traditional multi-brand channel, especially in the footwear sector, is undergoing a transformation in Europe, with a notable decrease in the number of stores. However, the broader fashion multi-brand channel remains relatively stable.
At Alma en Pena, we are evolving within this context by offering collections specifically tailored to the multi-brand channel, including exclusive models, market-segmented pricing, and always maintaining our brand identity and quality standards.
Additionally, we’ve expanded our presence in fashion-oriented multi-brand stores, where footwear is increasingly seen as a key accessory.
4. How was the process of adopting Hub4Retail?
The decision to integrate Hub4Retail responded to a key need: accessing real-time sell-out and stock data to manage our key accounts more precisely.
The platform allows us to collaborate with clients in selecting the optimal product mix for each point of sale. Moreover, its flexibility — since it doesn’t require complex technical integration — removes barriers for our multi-brand partners.
We also value the platform’s security and neutrality, as it is a specialized and independent tool that ensures safe data handling.
5. What kind of benefits do you offer to stores that collaborate and share their data?
Partner stores benefit from a personalized management model, which includes weekly tracking through clear reports and regular meetings. This leads to increased sales and optimized stock levels, contributing to a more efficient and loyal channel.
Specific benefits include:
- Special conditions: consignment stock
- Weekly restocking proposals from Alma en Pena
- Monthly billing based on actual sales
- Option to return unsold products
- Goal of 0% leftover stock at season’s end
- Dedicated Key Account Manager for weekly follow-up
- No cost for the multi-brand client
- Ongoing feedback to commercial and design teams
6. What improvements have you noticed since working with Hub4Retail?
We’ve seen a significant improvement in controlling consignment inventory, increased sales due to better restocking management, enhanced profitability, and greater satisfaction among our multi-brand clients.
7. How has your approach to data analysis or coordination with multi-brand points of sale changed since using the platform?
The biggest transformation has been our ability to analyze the performance of the multi-brand channel with the same depth and frequency as our own retail channels. Previously, data analysis was seasonal; now it’s continuous, allowing us to react and adjust in real time.
8. What adjustments have you made to your product assortment after analyzing store-specific data with Hub4Retail?
The most significant shift has been reducing the initial product rollout and focusing on a dynamic restocking strategy. We’ve adopted a similar approach to our own retail model, working with more targeted product capsules based on real sales behavior at each point of sale.
9. What role does Hub4Retail play in your mid- to long-term strategy?
Hub4Retail is a key tool in strengthening our multi-brand channel loyalty strategy through data-driven, agile, and personalized management aligned with the profitability goals of all parties involved.
