Luxury lifestyle brand the Puro Group reveals expansion plans for its beach clubs
June 5, 2017
LONDON, 21 April 2017: The Puro Group is one of the world’s leading beach club and hospitality brands. This month it announced plans for expansion in Spain, Portugal (2017), Greece, Morocco and Egypt (2018).
3 BRAND NEW OPENINGS 2018: GREECE, MOROCCO AND EGYPT
The Puro Group has five beach clubs across Europe and an urban hotel in the historic centre of Palma de Mallorca.
The brand is currently turning over €9 million a year, employs 190 members of staff and has seen a 14% growth in sales figures over the last year. The lifestyle brand predicts sales will rise a further 10% in the next year as they expand their beach club and hotel offering.
The business will open three new venues in Greece, Morocco and Egypt in 2018. This year the group is launching Purobeach Illetas in Mallorca and expanding their Purobeach Vilamoura destination in Portugal.
A NEW BEACH CLUB IN ILLETAS, MALLORCA
Purobeach Illetas will open on 22 April 2017. It will be the group’s third location in Mallorca, following the success of Purobeach Palma and Purohotel Palma. The beach club is built into the cliff face on the edge of Illetas beach. There are 100 sunbeds (from €30/day) with sweeping views of the Mediterranean and a natural limestone cave which houses a stylish late night bar open until 1am. The new destination is built over two levels and features a terrace bar, restaurant and three distinct areas; the Oasis, the Palm and the Beach.
BIG EXPANSION FOR THE ALGARVE’S HOTTEST BEACH CLUB
Purobeach Vilamoura has undergone a substantial expansion and renovation just in time for the summer season. The beach club is part of the five star Tivoli Marina Vilamoura and will re- open on 1 May 2017. Single beds (€40-€60/day) and Balinese beds (€150/day) will take in the views of the Atlantic Ocean from the new beachfront and poolside areas, which will accommodate 350 guests.
HUGE POTENTIAL: CEO, BELTRAN ALVAREZ DE ESTRADA
The driving force behind the growth is the Puro Group’s CEO, Beltran Alvarez de Estrada. Beltran spent six years working in banking in New York and then moved to Spain to work in real estate and venture capital, which led to his investment in the Puro Group in 2011.
Beltran has managed the business’s long-term strategy since coming on board, focusing on opening new locations and increasing the brand’s visibility.
Beltran Alvarez de Estrada, said: “Over the last seven years we have grown from three to six sites by strengthening our commercial relationships, which will only continue as we expand the business. Our beach club and hotel concept has huge potential to grow through our franchise structure. Our proposition is bohemian and cosmopolitan with globally inspired food and resident DJs. We offer guests a unique experience that works incredibly well in all our existing locations. We’re motivated and excited to expand our concept to all major continents.”
GROWING THE BUSINESS
The latest investments support the leisure pioneers’ aim to open two new locations a year. The business will expand their portfolio of luxury beach club destinations and hotels across the Mediterranean, America and Asia for the next five years.