The Sevillian socks company Pepe Pinreles has sold 3,000 pairs in just 72 hours with the design of the ‘harmful bear’ from the Cadiz Three Kings Parade. The company was able to put the product on the streets nine days after Reyes, in what has been its most successful launch to date.
The company has been operating for four years and, explains its founding partner Juan Carlos Ramos Picchi, achieved a turnover of one million euros in 2020, a figure that they expected to have exceeded last year. Its flagship product is socks with fun and colorful motifs, 100% nationally manufactured.
The origin of the firm is in Caiclick SL, a company that initially dedicated itself to the customization of Clicks to transform them into the Cádiz Carnival groups, and years later, with different products already on the market as souvenirs related to the Cadiz carnival or the commercialization of official embroidered bracelets of Cádiz CF and Recreativo de Huelva.
In January 2018, Pepe Pinreles’ adventure began as a brand of socks. The key to its success lies in the choice of local motifs (soccer teams, festivals, events such as Holy Week, characters such as Curro, the Expo 92 mascot). Together with Juan Carlos Ramos Picchi and Javier Ayala, founders of the brand, there is a team of more than 15 people, with workers from the provinces of Huelva, Málaga, Córdoba,… “giving a very Andalusian stamp to the brand, in addition to numerous workers who already indirectly work for the company”.
They currently have six of their own stores (four in Seville, one in Cádiz and another in Córdoba), and a presence in more than 60 multi-brand stores, and El Corte Inglés. It also has agreements with a good number of football clubs, with Cruzcampo and with Warner Bros (with whose license they have put fun Harry Potter or superhero socks on the market).
The pandemic pushed them for sale online. “We managed to multiply sales by three or four with the stores closed,” says Juan Carlos Ramos.
On the afternoon of the 5th, memes began to arrive on Picchi’s cell phone with the bear from the Cabalgata de Reyes de Cádiz. The ‘harmful bear’, as it became popular. The memes and jokes did not stop moving in networks throughout the weekend. So when the team met in the office again on Monday, they decided to give it a spin. They saw the product, designs were made, the manufacturing and promotion process was planned, and that same Thursday they already had the product for sale.
“It was really surprising, because we started getting orders right away. We’ve had other strong launches before, but none like this one. In fact, we’ve had very few in stores because we hardly had the capacity to produce that much,” says Picchi.
2022 was already a year of expansion and growth in the initial plans of Pepe Pinreles, with more than 200 references already in the catalogue. With a brilliant start thanks to the bear of the cavalcade.
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