Miguel Fluxá Ortí

Miguel Fluxá Ortí, CEO of Camper, talks to TBY about the evolution of the firm into a global brand.

How has Camper evolved, and what key milestones have shaped the company’s identity?

Camper was founded in 1975, leveraging our family’s shoemaking expertise dating back to 1877. We will celebrate our 150th anniversary in 2027. From its inception, Camper combined traditional shoemaking with innovative design and comfort, emerging during Spain’s transition to democracy. One major milestone was opening our first monobrand store in Barcelona in 1982. Unlike traditional stores, it featured artistic presentations with strong architectural and graphic design elements. This marked Camper’s shift from being sold in various stores to having dedicated retail spaces. In1992, we opened our first store outside Spain in Paris’s Saint-Germain neighborhood, becoming one of the first Spanish brands to succeed internationally. The early 1990s were pivotal, with the Barcelona Olympics boosting Spain’s global image. Camper expanded into major cities such as Milan, Paris, and London, aiming to compete with top international brands. By the mid-1990s, Camper found success in Japan, our first major market outside Spain, and in the late 1990s, we expanded further into Italy and France. One notable milestone in the 2000s was launching Casa Camper hotels, starting in Barcelona around 2004-2005, adding a new dimension to our brand. In 2015, we launched CamperLab, an innovative segment under Roman Kremer’s creative direction, focusing on advanced products, and in 2022, we introduced several initiatives, including B-corp, highlighting our commitment to sustainability and ESG, and the outdoor brand NNormal in collaboration with renowned mountain runner Kilian Jornet. These milestones have shaped Camper’s identity, establishing us as a distinctive and innovative brand in the footwear industry.

How important is Mallorca for Camper, and how has the island influenced your operations?

Mallorca is crucial to Camper. My great-grandfather founded Spain’s first mechanized footwear factory here. Despite initial challenges, such as language barriers and financial constraints, he travelled to England before returning to Mallorca. Historically, the island’s main industry was footwear, transitioning from agriculture to tourism. We feel a responsibility to uphold this industrial heritage. We believe in a diversified economy, not solely dependent on tourism. Industries such as ours provide solid foundations and maintain strong community ties. Mallorca profoundly influences us both industrially and culturally. The name Camper means peasant, reflecting Mediterranean values of austerity, culture, and sustainability. Our headquarters in Mallorca houses around 200-250 employees from 40 nationalities. Despite our international presence, Mallorca remains our home base. We are proud of our roots and committed to supporting local initiatives, promoting sustainable practices, and preserving Mallorca unique culture and values.

How do you combine traditional values with innovation and growth in a competitive market?

Our sector is complex and competitive, demanding us to stay updated on trends, culture, youth preferences, and technologies. This keeps us engaged and forward-thinking. As a family company, rooted in Mallorca, we benefit from a long-term vision, unlike many non-family businesses focused on short-term gains. This perspective allows us to plan and innovate effectively. However, we still compete with better-resourced companies, making innovation crucial. Despite being a family business, we manage Camper professionally and innovatively. Balancing traditional values with modern practices, we maintain our heritage while remaining competitive in the market.

What strategies have been most effective when expanding the brand internationally?

To succeed internationally, a unique value proposition is crucial. Standing out in global markets demands innovation and distinctiveness. While local success can be achieved without uniqueness, international expansion requires it. Utilizing multiple sales channels, especially the multi-brand channel, has been pivotal. It connects us with diverse markets and enhances consumer engagement despite challenges in retail. Establishing flagship stores in key cities bolstered our brand visibility and reputation globally. Our robust digital strategy, driving 40% of our sales, has been instrumental in reaching a worldwide audience and expanding our market reach effectively.

What trends will determine the future of the sector, and how is Camper positioned to capitalize on them?

In the evolving landscape, brands must increasingly offer unique differentiators. Values and purpose are pivotal; a company’s culture must embody these to stay competitive and foster innovation. Future trends will likely feature more automation and tech advancements, altering task execution; however, enhancing consumer value through design, sustainability, point-of-sale experiences, and superior service will grow in significance. Brands remain irreplaceable by technology due to their core values and purposes. At Camper, we prioritize a strong brand, innovation, and robust values, crucial to our identity and success. Looking ahead, regardless of whether sales are online or traditional, quality, service excellence, and brand resonance with consumers will prevail. Recognizing enduring values is as critical as anticipating change. Quality interactions and alignment with consumer values will persist, anchoring Camper’s strategy to meet evolving expectations.

How has Camper adapted to the shift toward online commerce, and what role does technology play in the company’s overall strategy?

Our digital business has become strong due to our global reach. Around 50% of our sales come from digital channels, including our website and multi-brand online platforms. This shift offers wider accessibility and convenience for our customers. However, physical stores remain crucial for representing the Camper brand. They provide a space for customers to experience our products and receive personalized service, an irreplaceable aspect of the brand. Balancing digital and physical presence is essential. While e-commerce grows, physical stores remain relevant, as shown during the pandemic. Our strategy integrates technology with the unique experiences offered by our physical stores, meeting evolving customer needs while staying true to Camper’s essence.

What are your expectations for growth and development for Camper in 2024 and 2025?

In Mallorca, we have a significant role, being one of the few international companies not engaged in tourism. Most local businesses rely on tourism, but we are proud of our unique contribution to the island’s economy. Camper has experienced strong growth, with historic sales figures in 2023, and we aim to continue this trend. We have even exceeded pre-pandemic levels and anticipate high single-digit or double-digit growth, despite global uncertainties. Significant potential lies in the Asia Pacific region, especially Japan, Korea, and emerging Southeast Asian markets. Our strong markets in Europe and the US also continue to grow. Mallorca’s economy, remains highly dependent on tourism and the German economy, but it has shown resilience. Tourism is here to stay, and we expect people to continue traveling more in the future. Camper contributes positively by providing quality employment and supporting sustainable practices. We are optimistic about Camper’s growth and Mallorca’s economic prospects, believing that with the right strategies and adaptability, both can thrive.