The women's footwear company De Flores y floreros, has closed a round of financing that will allow it to accelerate its business and consolidate its position in the national and international market. Angels, Juan Roig's investment company, is committed to the company founded by Paloma Moreno, and its business plan projected for the next 5 years.
Paloma Moreno, CEO and founder of De Flores y Floreros, created the company with the ambition to redefine the concept of women's footwear through groundbreaking designs and 100% Spanish craftsmanship. With a firm commitment to quality and creativity combined with exquisite customer service, the brand currently has ten physical points of sale, two of them abroad (Chile and Uruguay). In addition, the brand maintains strong levels of growth in online sales, reaching 50% of turnover.
Over the next three years, continued expansion is planned, with openings in both Europe and South America, the brand's main potential markets.
Its time in Lanzadera, the business accelerator promoted by Juan Roig, was a challenge for the company. During its stay in the programme, De Flores y Floreros consolidated its internal structure, consolidated its business model and strengthened its strategy. The support received enabled the company to improve its operational processes and define a clear roadmap towards scalability and internationalisation.
"For the company, Lanzadera has been the perfect springboard for consolidation that has encouraged us to enter the international market with more confidence as a brand. Finishing our time there as part of the Angels family is the best finishing touch! says Paloma Morena, CEO of De Flores y Floreros.
Their philosophy as a company makes us fully confident in having them as partners to walk together reaching all the points that the customer asks us!
The next steps are directed to the Mexican market, being one of the short term objectives for the brand that we would love to close in 2026", says Paloma Moreno CEO and founder of De Flores y Floreros.
Pepe Peris, CEO of Angels, underlines: "De Flores y Floreros is an example of how a brand with its own identity, founded on the basis of design and quality, can scale a solid project based on authenticity. We are committed to their vision, the work they have done in Lanzadera and the potential they have to continue growing internationally".
About Angels / Marina de Empresas
The investment company Angels is part of the Marina de Empresas entrepreneurship hub, together with EDEM Escuela de Empresarios, chaired by Hortensia Roig and the startup accelerator Lanzadera. This is an initiative of Juan Roig located in the Marina de València, whose mission is to train, advise and finance the entrepreneurs of today and the future, and which is a commitment to the creation of wealth, employment and the promotion of the culture of entrepreneurship.
Angels aims to invest in entrepreneurial leaders to develop sustainable businesses and connect them with investors. It offers a management model based on the Total Quality Model, its network of contacts, as well as all the necessary infrastructure to accompany the entrepreneur, starting with the facilities located in Marina de Empresas. Since its inception, Angels has invested more than 40 million euros in 70 companies.
Photo: Paloma Moreno
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