Madrid is Veja’s pick for its sixth store
Footwear brand Veja has opened a new shop in Madrid, making the Spanish capital the fifth city to host an own-brand store.
There are other Veja stores in Berlin, New York and Bordeaux, as well as two in Paris where the brand has its headquarters.
Co-founder Sébastien Kopp told Spanish media that Veja had been urged to open a store in London or in a major Chinese city next, but he said the company had chosen Madrid instead because he and co-founder François-Ghislain Morillion like Madrid better. Mr Kopp said the strategy was to open stores in cities the Veja team likes to travel to.
He explained that smaller brands can do interesting things with a limited number of physical stores, such as hold book-launches and other events, parties, collaborations with designers and activities for children.
