El Ganso specialises in menswear, offering a wide range of suiting, casualwear and accessories, and also offers womenswear and childrenswear in the same classic but contemporary style. The first El Ganso store opened in 2006 and the brand has expanded internationally across Europe and America to achieve a network of over 100 stores. Ximena Daneri talks to co-founder Álvaro Cebrián about his approach to fashion and the store’s identity.
‘For El Ganso we try to create a brand, a concept, where everything is coherent, from the products through to the décor. As for product inspiration, essentially what we make is cosmopolitan clothing in Mediterranean colours, while paying particular attention to the details. We range from preppy, American style to a slightly more alternative style from places like Berlin, touching on a sense of British elegance and so on, all at affordable prices. Our philosophy is that El Ganso is a cosmopolitan brand, elegant but informal, that knows how to adapt to the times we live in through colour, quality and optimism.
‘We have 28 employees in our London branch, Acturus Retail UK. For us, London has exemplary style and trends and good positioning in the UK is a fundamental part of our international expansion strategy. Internationally, by the end of 2015 we will have over 120 standalone stores and a workforce comprising over 600 employees worldwide. For the design and set-up of each store we do everything internally.
‘We have a team that prepares each detail with care, and a workshop that gives shape to each element. Personally, I like to be very involved in the process; it is extremely gratifying to watch as a store takes shape and comes to life. All of our stores follow the same blueprint, but we always have at least one element that is original to each store. We like to highlight and make use of structural elements that could give character to a store, such as antique façades, columns or walls with unusual finishes, exposed bricks, etcetera. We used the opening of our new Westfield store as an opportunity to film the set-up process and launch. The result was a short film named #LondonStoreMotion by El Ganso.
‘As a general rule, I think that as a brand we have managed to encapsulate a fun, elegant style, which is what defines us. My favourite shopping district in Madrid is Calle Fuencarral, where we opened our first standalone store. It has become one of the city’s prime shopping locations; plus the fact that it has a pedestrianised zone makes the shopping process a more comfortable, relaxed experience.’
El Ganso, Calle de Fuencarral 2, 28004 Madrid, +34 91 523 5437