Having grown up in the store that his father had in Tàrrega, where he did his homework many afternoons after school, Antoni Hurtado Bonsfills was pained to see that the family’s chain of seven stores had dwindled to just a couple of stores, one of which was from a franchise. When he was not yet 18 years old and while he was studying digital business at La Salle, Hurtado wanted to help his father turn around the family business by creating a business account on the social network Instagram.
This is how, under the Fiel Hogar brand, created in 2019, the young entrepreneur began to advertise and sell home products from his father’s stores through Instagram. The success was such that Hurtado and his father, Antonio Hurtado García, opened the first physical store Fiel Hogar in Balaguer, that same year. The good reception of the Balaguer store led them to convert the Mollerussa franchise and the Tàrrega store into a Faithful Home as well, which were followed by another store in the capital of the Urgell region.
With his studies completed and having returned from Erasmus, Hurtado Jr. entered fully into the family business last year, a year during which Fiel Hogar opened three other stores: Igualada, l’Hospitalet de Llobregat and Manresa. No new openings are planned for 2024: “It is a year of consolidation in which we want to multiply the space of the Balaguer store by two and unify the two Tàrrega stores into one,” explains this 21-year-old young man. The opening of the three stores required an investment of 100.00 euros, but has allowed Fiel Hogar to end 2023 with a turnover exceeding one million euros, a turnover 180% higher than that of 2022. Among the six stores, a warehouse and an online store, Fiel Hogar employs a total of 16 people.
Hurtado, who holds the position of digital manager of the brand, points out that the objective is to be “a benchmark in home products in Spain.” To this end, the company plans to increase its current catalog of items, placing special emphasis on expanding products related to cooking and textiles, which today account for close to 80% of turnover. The best-selling items are everyday products such as air fryers, pots and pans, glasses and cups, small appliances and kitchen utensils, among others. In the textile section, the sheets, blankets, duvet fillings, fitted sheets, cushions and sofa covers stand out. Before being Fiel Hogar, Hurtado Sr.’s chain of stores was dedicated to everything that is sold at a price of 100, but business began to decline with the entry of new product stores.
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