Nuestra Historia - Versión Extendida

In 1994, after the resounding success of our first store, Antonio took a bold step and opened the second in Tàrrega. The acceptance was overwhelming, and that same impulse led us, in 1997, to open our third store in Lleida.

As the new millennium approached, by 2002, we already had a total of seven stores, consolidating our presence in Tàrrega and Lleida. However, the golden era with the "Tot a 100" business model faced an unexpected challenge: the arrival of Chinese stores that dominated the market.

Faced with this situation, in a visionary act, we transformed our stores, giving rise to the brand "Habit of decoration and furniture" in 2008.

In 2008, the company faced the impossibility of competing with the Chinese market characteristic of "Everything at 100".

Faced with this situation, we decided to transform our stores, giving rise to the "Habit" brand. This strategy consisted of reorienting our focus towards decoration and furniture, abandoning direct competition with low-cost Chinese products.

Our new brand, Habit, stood out for offering a wide range of furniture and decoration products, and we differentiated ourselves through quality and design. We were specifically targeting an audience with higher purchasing power, thus marking a strategic transition to maintain relevance in the market.

In 2018 we decided to abandon the Habit brand due to the low demand we had during these years. We knew that it was a complicated market, with low demand and a low target audience in the Tàrrega and Lérida areas.

The fall of Habit left a deep mark on me. The store, located in Tàrrega and linked to my school days, became a place where I spent many afternoons studying at the tables we sold. This particular dynamic, with a child studying in the store, created a special connection with customers.

My entrepreneurial spirit, inherited from my father, manifested itself from an early age. It was clear to me that to progress we needed to have more of an online presence. In January 2019, I started the Instagram account @fielhogar, sharing inspiring content that attracted over 10,000 followers. With the registered brand, we launched the faithfulhogar.es website in September 2019.

Although I lacked experience, I supported my learning with YouTube training videos. My friend David joined the project, collaborating in the creation of the website, product photography and descriptions. Initially successful, we invoiced more than €10,000 in 2019. However, challenges arose when I started my university career in Barcelona, making it difficult to manage the website without being in the warehouse.

Que sería de un hijo sin su padre? Que sería de un padre sin su hijo? Mi padre tiene años de experiencia y yo domino las nuevas tecnologías, juntos hacemos un equipo imparable.

In the exciting chapter of 2023, we chart our path of expansion, opening our doors in three different locations.

On May 6 in Igualada, a city that received us with curiosity, where we reflected our concept to a population that we had never been to before.

On July 31, it was the turn of Hospitalet de Llobregat, a unique experience in bringing our products to a larger urban environment, where we met an older audience that requires exceptional customer service and a carefully selected selection of products.

Finally, on September 31 (a date that will remain in our memory), Manresa welcomed us with open arms. It was a significant milestone, marking the culmination of our expansion journey. Compared to the other 2 stores, it was the most complicated due to works and permits, but also the largest and most visible.

Each location has its story and each opening is a unique narrative in our journey. We have built more than a store; We have built a story that has only just begun.

No todas las tiendas funcionan. A veces, cuando tienes muchas ganas de crecer, puedes abrir nuevos establecimientos sin una estrategia lo suficientemente clara, y eso acaba pasando factura.

Con el tiempo entendimos que cada tienda tiene sus propios retos. En Igualada, el principal problema fue un local que no se adaptaba al tipo de tienda que necesitábamos. En L'Hospitalet, la gran distancia respecto a nuestro centro logístico complicaba mucho la gestión diaria y aumentaba los costes.

También aprendimos que, para un negocio como el nuestro, es fundamental disponer de una superficie comercial suficiente. Con pocos metros cuadrados es mucho más difícil ofrecer la variedad de productos y alcanzar el volumen de ventas necesario para que la tienda sea realmente rentable, especialmente en una tienda que nos queda muy lejos de nuestro almacén logístico.

Todo ello nos ayudó a definir mucho mejor qué tipo de local buscamos hoy y cómo planificamos cada nueva apertura.

No siempre acertamos, pero cada error nos enseñó algo. Mirando atrás, podemos decir que estas dos tiendas fueron nuestra mejor escuela. Gracias a ellas aprendimos muchísimo y nos ayudaron a mejorar FielHogar.