Kiabi Spain creates a new strategic direction

Kiabi, flagship of the Mullliez Group, faces new challenges and enters a new dimension as a brand in 2024. José Luis Carceller, General Manager in Spain, has entrusted the strategic direction to Mercedes Porro, who until now had held the position of Brand Director.

Mercedes Porro

Mercedes has led this perimeter since 2018, with the main objective of strengthening the brand’s presence and perception in the Spanish market. Now, from her new position, the strategic director will take on the great challenges that the brand plans to face in its new Plan, and which includes boosting its traditional store model, the development of corporate operations, the launch of new brands and the exploration of new markets to continue its growth.


The fashion company for the whole family has experienced a sustained increase in the 2023 financial year, consolidating our country as the second most important market, only behind France. It has also promoted the opening of new formats and business models, strengthening the brand’s presence and reaffirming its position as a benchmark in the Spanish market.

Kiabi has designed a new roadmap focused on four areas of work: enhancing its brand uniqueness through its range of products and services designed for families; working on its omnichannel customer experience; continuing to grow internationally through different formats and alliances; and advancing in its triple ESG capital strategy, highlighting the growing importance of these environmental, social and governance principles.

Julia Gil