Bershka is moving forward with its strategy to modernise its physical spaces. Following the recent reopening of its large-format store on Barcelona’s Paseo de Gracia, the brand has now turned its focus to the Spanish capital, unveiling a completely revamped flagship store located at number 25 on Madrid’s iconic Gran Vía.

The boutique, boasting a retail space of 1,200 square meters spread over three floors, is dedicated to showcasing its Bershka, Bsk, and Man collections. As with its other newly refurbished stores, the design of the space was conceived by the brand’s in-house interior design team in collaboration with Barcelona-based architecture firm Castel Estudio.

With its new retail concept, the flagship store embraces the building’s original brutalist architecture, integrating industrial concrete beams and pillars to create a sleek, minimalist space set against a neutral palette. This approach is intended to place the spotlight squarely on the clothing itself. The modern, pared-back design is complemented by an extensive network of LED screens placed throughout the store, inviting customers to explore the space fully.

Among the store’s new features are self-checkout counters on every floor, providing a seamless and efficient shopping experience. The updated flagship also includes an augmented reality experience called “AR Mirrors,” developed in collaboration with Ffface.Me and Snapchat. Available for a limited time, this digital tool allows customers to virtually try on garments using various filters by scanning a QR code to access the “Digital Fitting Room” through the Bershka app.

Additionally, as part of its ongoing Bershka Music initiative, the brand has partnered with the British radio platform NTS to create exclusive sessions and playlists that will play in the newly renovated Madrid store, among others. To mark the reopening, the brand launched a pop-up radio station in the flagship, featuring performances by prominent national artists such as Amore, Dowopz, Loyalty XIX, and Judeline.

This reopening marks another step forward in Bershka’s broader plan to renovate and expand its store network. Beyond the reopening of its Barcelona flagship, the brand has recently reopened several other key locations, including its store at the Marineda City shopping centre in A Coruña, its boutique on Paris’ Rue de Rivoli, as well as its prominent locations on Calle Colón in Valencia and in the Larios Centro shopping centre in Málaga.

The strategy is part of a wider modernisation initiative that began in April 2023, when Bershka unveiled a new logo and refreshed its corporate identity. 

Founded in 1998, Bershka is part of the Inditex portfolio, which includes other renowned brands such as Pull&Bear, Zara, Zara Home, Oysho, Lefties, Stradivarius, and Massimo Dutti. As of the end of 2023, the youth-centric brand operated a commercial network of 856 stores, including both company-owned and franchised locations, and was present in approximately 220 markets worldwide through its online channel.

From a financial perspective, Bershka recorded a 10% increase in net sales during its 2023 fiscal year compared to the previous period, reaching a revenue of €2.621 billion. Meanwhile, the Inditex group, led by Marta Ortega, reported a 7.2% rise in sales for the first half of its current fiscal year, with revenue amounting to €18.065 billion.