Herbolario Navarro has just turned 250 years old, which makes it one of the oldest shops in Valencia and in Spain. What started as a small store is now a chain of 48 physical stores with ambitious expansion plans, according to Pepe Navarro, its general manager.
They started with a small herbalist in Valencia in 1771. Does it still exist?
Yes. The herbalist was bought by my great-grandmother for my grandfather in 1926. She had a chicken shop in that same place along with several stores in a kind of mini shopping arcade. The herbalist was run by two very old ladies with whom my grandfather began to work, who soon fell in love with this trade. Currently, this location is home to one of the most important Herbolario Navarro stores and where our offices are also located.
How has your progression been during all this time: rhythm of openings: product…?
In these 250 years of experience we have evolved, but always with quality and proximity as hallmarks. We have always been a benchmark in the city of Valencia, but starting in 2001 we began our territorial expansion and, without a doubt, one of our objectives was to become a national benchmark in sustainable food. Now, we have already managed to have more than forty-eight physical stores and, in addition, our online sales channel. For the next few years, our challenge is to have a presence in all the provinces of Spain.
I imagine that the product offering will have changed significantly?
Starting in the 1970s, we began to introduce the first dietary products, such as royal jelly. Starting in the eighties, we continue to add new dietary products, but also foods for celiacs, etc. Already in the nineties we joined the world of organic food. We have to adapt to the needs of our customers, which are changing. Although we maintain the traditional part of herbalism, it is our essence and we will always bet on it. However, we have progressively introduced product lines for people with food intolerances or traditional fruits or vegetables from other countries.
What products are the most in demand at the moment?
Consumers are becoming more aware of the importance of buying consciously and sustainably. For this reason, a growing trend is products with collagen for its antioxidant properties and products with CBD. On the other hand, vitamins have also become one of the most demanded products, especially vitamin D, which is experiencing a boom after the pandemic because it increases defenses and decreases anxiety.
Have you noticed a change in consumer demands during the pandemic?
During the pandemic, people had more time to spend on food. Turmeric, ginger, coconut milk… our consumers bought these types of products to prepare quality food. In addition, awareness of putting health first has grown and, for this reason, we have and continue to sell a multitude of products to increase the body’s defences. But, without a doubt, the conclusion that this health crisis has brought us at the food level is that our physical and mental well-being depends, to a large extent, on our eating routines.
Among our plans for this 2022, we expect to increase turnover by 15% and consolidate national expansion with new openings in different parts of the territory
What nutritional improvements have you incorporated to improve the quality of your products?
We offer our consumers an intelligent diet, that is, our foods are not processed, do not contain preservatives or dyes. For this reason, its nutritional value is very optimal. In addition, customers are increasingly betting more on this new conscious way of eating.
What is your turnover and how much did Herbolario Navarro grow in 2021?
In 2021 we finished with a turnover of 34 million and achieved a growth of more than 15% compared to the previous year.
What are your growth prospects for this year?
Among our plans for this 2022, we anticipate increasing turnover by 15% and consolidating national expansion with new openings in different parts of the territory.
How many herbalists do you currently have, where are they located and how many do you plan to open soon?
We have 48 physical stores spread across Albacete, Alicante, the Balearic Islands, Barcelona, Cantabria, Castellón, Cuenca, La Rioja, Madrid, Murcia, Valencia, Valladolid and Vizcaya. Right now, we are still working on our new openings, which we will soon be able to communicate.
To what extent has your ‘online’ channel grown and what percentage does it represent of total sales?
Our main purchase channel continues to be physical stores. However, the online channel has increased its percentage of sales by 2% in the last year.
What have been your advances in terms of sustainability and packaging?
Currently, we have a logistics center with the latest technology, materials and machines. This warehouse has an optimal insulation structure to prevent energy loss and maintain proper product safety and conservation. In addition, our products are transported, from the logistics platforms to the points of sale, in reusable and collapsible boxes. In this way, we can reduce packaging, thus avoiding the excessive use of cardboard and plastic boxes. Also, it should be noted that the energy that supplies our logistics center is extracted through solar panels installed on the deck of the ship.