Juan Valdez to open flagship store in Madrid ahead of further expansion in Spain

The Juan Valdez Express store at the El Ferial shopping centre, Madrid | Photo credit: El Ferial

Juan Valdez is set to open a flagship store in the Spanish capital Madrid as part of plans to accelerate outlet growth across the country. 
 

The Colombian café chain will open the store in Madrid’s 36-storey Torre Caleido skyscraper in May 2023. The building currently houses educational, commercial and restaurant businesses. 

Juan Valdez currently operates four Juan Valdez Express stores in Madrid’s La Gavia, El Ferial, Príncipe Pío and Plenilunio shopping centres, primarily catering for on-the-go consumers. 
 

However, the new 1,000sq ft flagship store will feature indoor and outdoor seating alongside a retail space. It will also offer a coffee-based cocktail menu during the evening. 

The announcement is the next stage of Juan Valdez’s growth plan in Spain, which the café chain views as a key market for further European expansion. 

In May 2022 Juan Valdez announced plans to open more than 100 stores in Spain over the next five years via franchise partner La Hermosita. The café chain is expected to open outlets in Malaga, Seville, Barcelona and the Canary Islands by the end of 2023.  

“The opening in Caleido intends to mark the new course of the brand in our territory by inaugurating a new line of commercial premises that represent the true love that the brand feels for its product and for the hundreds of thousands of Colombian families who give true meaning to the Juan Valdez project. It is the best opportunity for the Spanish customer to enjoy a coffee with a truly special and sustainable origin,” said Raúl Armengol, General Director of Juan Valdez in Spain. 

World Coffee Portal research shows the total Spanish branded coffee shop market comprises 1,394 outlets and is forecast to reach 1,570 stores by 2028. 

In March 2023, Juan Valdez reported an ‘exceptional’ year for its global business, with outlet growth and increased retail distribution in international markets driving its 2022 revenues.  

The Bogotá-based coffee chain opened 41 stores outside of Colombia last year and cited stores in Spain, Ecuador, the US and Chile as key contributors to its 52% year-on-year sales growth. 

Juan Valdez operates 357 stores in Colombia and approximately 180 outlets across 15 international markets.