Spanish Pablosky continues to conquer the Russian market

Pablosky, a Spanish company specializing in children's shoes, has been very active in developing its international presence in recent decades, including in Russia, which accounts for 15% of the brand's total exports. In an interview with shoeintelligence.com, the company's owners, the Caro family, admit that Russia continues to be an important market. Despite logistics difficulties, the company finds opportunities to make deliveries.

“We have four stores in Russia, but 90% of our shoes are sold wholesale. The only thing that changes is the supply route, but Russian trucks still come to Spain to buy products and then transport them to Russia. Due to restrictions, we try to travel through other countries, such as the Baltic republics,” explains Jesús Martín Caro, who runs the company with his brother Santos Martín Caro.

Founded in 1969, the company first began exporting to Hong Kong in the 1980s and was a pioneer in selling its collections in the Gulf. This began with Kuwait immediately after the end of the war with Iraq in 1992.

“The Emirates, Oman, Saudi Arabia, Qatar, Bahrain and Kuwait today account for a significant part of our exports, almost 20% of the total, while all European countries account for less than 40%,” says Jesus Martin Caro.

Pablosky has approximately seventy single-brand stores and supplies more than 2000 third-party retail outlets in 60 countries, including Lebanon, Azerbaijan, Oman, Australia and the United States.

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The brand's first overseas store was opened in 1990 in Cyprus, a country where Pablosky now operates seven stores and accounts for 7% of the company's total exports. Caro also notes that Pablosky has always had good sales in Ukraine (20–000 pairs per year). “It’s less now, although they continue to buy our shoes,” he says.

Pablosky produces more than two million pairs of shoes annually and more than 1000 new models per season. They are all manufactured entirely in Spain in two factories in Villena, near Alicante, and in Fuensalide, near Madrid, where the company has a 10 square meter facility with head offices, production lines and a logistics center employing 000 people.

Pablosky shoes are produced with an emphasis on quality materials and environmental friendliness. According to the company, the leather used is certified, the metal parts are environmentally friendly, and the glue is water-based, free of chemical solvents and toxic emissions. Pablosky's total sales turnover as of August 31, 2022 was 32 million euros. Online sales account for 18% of total revenue. A quarter of digital sales are generated through its own online platform, while the remaining three-quarters are generated through large online marketplaces such as Amazon. In Russia, Pablosky children's shoes are presented on the Lamoda, Wildberries, and Ozon marketplaces. The Spanish brand is also one of the regular participants in the international shoe exhibition in Moscow Euro Shoes Premiere Collection.