Pedro Garcia doesn’t have much free time.
The founder and designer of his namesake brand said he’s involved in all aspects of the business, from design to marketing and operations. “I work on everything,” he said, when Footwear News caught up with him during a rare appearance at Paris Fashion Week. (The new collection, by the way, featured colorful, patent heels, sandals, pointed flats and sneakers.)
Here, Garcia sounds off on what’s keeping him busy at the moment.
How is the American business performing?
PG: Very well. Nordstrom is our biggest account, and not only do they buy the basic signature product, but they also take the risk and buy the new pieces. They’re the perfect partner.
Would you ever open a store in the U.S.?
PG: Yes, we would like to do that within two years’ time. The brand is very well-accepted in America right now, so I think it’s important to have a physical presence in the country.
What other big projects are in the works?
PG: We plan to launch e-commerce for the U.S. market, possibly by the end of the year. We already have a European site, but this will be a big thing. We also moved our store in Madrid. It’s not only a store: Upstairs, we have offices that control the e-commerce business.
I see a few men’s looks on display. Are you expanding in that area?
PG: We tried men’s a few years ago, but now we think we have the capabilities to really do it. Unisex is something we’ve felt strongly about, so I think men’s will be [a natural fit].
Give us an update on your marketing strategy.
PG: We shoot all of our campaigns in Spain, and this one will be in the Canary Islands. They have a [feeling] that’s similar to Puerto Rico and the Caribbean, and we felt it was good for our spring story. We also do a newspaper series called “Made in Spain.” We feature the product but also do the highlights from the shoot and the stories around the product.