Madrid is a city that offers excellent fashion for men. The city offers countless single-brand and multi-brand stores for all tastes and styles, but the truth is that there are plenty of shops that offer a great variety of products for those with a refined taste. That is why Fulham Shop, a men’s shop in Madrid, exists. The Olazábal brothers are the inventors of this consolidated project in the capital city. Pía and Pelayo, Pelayo and Pía, are the owners and are responsible for creating one of the greatest models of men’s fashion in the city of Madrid. For Café Leather Supply, to have our products carried in their stores at 72 Velázquez and 36 Monte Esquinza is truly an honor. We wanted to spend a morning with them and get to know some of their keys to success in being a multi-brand store of reference for men in the capital city.
Fulham Shop Madrid
The flagship of Fulham Shop, couldn’t be located in another part of Madrid that didn’t correspond with a postal code ending in 001; the neighborhood of Salamanca. Pia and Pelayo spoke with us late that morning, in their beautiful store in Madrid, on a corner in the heart of Velázquez. As soon as we entered the store, we saw that even the smallest details had an intention. Everything was completely thought out and taken care of in the most detailed manner. In the back of the shop, we watched as Pía set up a corner of the store for the new season. This leads us to their offices where his brother, Pelayo is working with the rest of the team. After a few minutes passed, we went to the heart of their offices, where we began our chat.
You already know what the first question is going to be… Do you drink coffee?
Pía – I do, I love it. I drink it double with milk, no sugar. I drink one a day, but I would drink more.
Pelayo – I don’t drink coffee (laughs).
How did Fulham Shop Madrid come about?
Pelayo – Fulham emerged after setting up the Apia stores, where we had a corner display of men’s clothing. After a visit to the Piti fair in Milan, we were inspired. We came up with the idea of setting up an exclusive men’s shop. We saw that there was a niche in the market and that it was a great opportunity. Pía studied fashion design, finding that creating a men’s shop in Madrid to be very interesting.
Pía – I love men’s fashion and it was an opportunity that we could not pass up, we were very clear on that.
How do you see the fashion industry right now?
Pía: We are immersed in a boom that had just begun.
Pelayo: The fashion industry is changing a lot. However, not only is the industry changing, but every industry is. New technologies are encouraging entrepreneurs, especially young people. In the world of fashion exists an important change in the creation of e-commerce stores. For new and young entrepreneurs, it’s much cheaper to start with an online platform because they save the costs of physical trade. Regardless, there’s no doubt that this is good for the business and the industry. In recent years, there has been a decrease in multi-brand stores and a significant growth of single-brand stores—much of which is due to this reason.
The shopping experience in your stores is one of the main values of Fulham Shop Madrid. You take great care of the details and everything is thought out down to the millimeter. At a time when online transactions are becoming more common, how do you face the digital challenge?
Pelayo – I believe that everything is united, we are investing a lot in the digital subject-matter at the moment.
Pía – The digital world is more of a showcase, but a very large showcase where you have to be.
Pelayo – The challenge for us is there, in trying to offer the same experience in store and online. Being a multi-brand store, we also have to compete with the websites of the brands themselves. We are now working on trying to convey a similar feeling to visiting one of our physical stores. It’s complicated but it’s what is ahead and we are looking forward to it.
What does Fulham Shop at Café Leather Supply like?
Pía – Simplicity and quality.
Pelayo – Café offers a high quality product at a good price—we like to offer these types of products
How do you see Fulham Shop Madrid in five years?
Pía – In the same place, sure, (laughs). Seriously speaking, we don’t want to go compete in other cities, we want to be the reference store of Madrid and one of the reference stores at a national level.
Pelayo – We want to continue maintaining the line we carry, we don’t want for it to grow nationally, nor franchise it. In addition, our shops are designed for people and tastes of Madrid. We don’t believe that Fulham’s tastes have to coincide with current trends across the world. Our store is simply oriented to an audience in Madrid, with very specific patterns that aren’t available in other cities. In every major city in Spain, there is a multi-brand store with a long way to go. We don’t want to go compete in other cities, we want to be the reference store of Madrid and one of the reference stores at a national level, but from here.
You already are…
Pía – Well, but you have to keep looking after it and improving it. Besides, we haven’t been around that long.
You how that at Café we are passionate about gastronomy, what dish have you eaten recently that you’re able to remember fondly?
Pía – I especially remember a ragout of sea bass with shrimp that I ate recently in Horcher, it was spectacular.
Pelayo – I like everything that makes you fat (laughs). I’m a big fan of cheeses, of any kind. As for the dish… I’m happy with a plate of Iberian ham and fried eggs.
Are you cooks?
Pía – I’m not a cook, but I love to eat. What I like the most is breakfast, I’m very passionate about it.
Pelayo – I don’t…
What are your hobbies?
Pelayo – I really enjoy traveling, golf, and soccer.
Pía – I also enjoy traveling, but I don’t like to take planes. For work, I have to do it regularly and it’s something that I don’t take very well. in my day-to-day routine, I love to walk around Madrid, but I also like the countryside. The other day I mentioned to Pelayo that I would love to have a house in the countryside, although it’s true that it would have to be close to Madrid because I like both.