La Sirena, the supermarket chain specialising in frozen foods, has undergone a significant transformation since it was acquired by businessman José Elías.
Below, we present a tour of the most important milestones and key decisions that have led La Sirena to become a success story in the food distribution sector.
Acquisition and initial decisions
In 2021, José Elías acquired La Sirena for €100 million. This supermarket chain, with a history spanning 41 years and 1,300 employees, represented a unique opportunity for the entrepreneur. “A company with an impressive legacy and a promising future.
Since then, La Sirena has grown to 275 stores, establishing itself as one of the entrepreneur’s most valuable assets. Not only because of the hard work put in, but also because of consumers’ growing enthusiasm for their products.
Expansion strategy and success of La Sirena
Initially, José Elías tried to merge La Sirena with a fresh fish company, of which he had acquired 30%, although this operation never came to fruition. However, the businessman did not give up and continued to acquire producers and food companies that complemented his core business.
In March 2022, Elías acquired 50% of Agro Water Almonds, a dried fruit producer based in Lleida. This acquisition has enabled logistics to be optimised.
With the acquisition of a dried fruit producer such as Agro Water Almonds, La Sirena has been able to make the most of its logistics operations. As La Sirena already handled the transit of fish containers from Norway, the inclusion of Agro Water Almonds products in this logistics flow has made it possible to fill return containers, which would otherwise have returned empty or partially empty to Spain. This not only improves the efficiency of container utilisation, but can also significantly reduce transport costs and environmental impact by maximising the load on each trip.
Investments and returns
José Elías shared the key figures of his investment in La Sirena, revealing that setting up a supermarket from scratch costs between €250,000 and €300,000 and that each supermarket generates an average of €30,000 per year. The sum of these revenues may seem impressive when multiplied by 300 stores, but Elías points out that it is not that easy because “I have 300 problems to solve all the time,” highlighting the challenges inherent in managing a large supermarket chain.
Innovation in marketing and communication
Known for his presence on social media, Elías has also innovated in the field of marketing for La Sirena. Initially, the company had spent a lot on traditional advertising without achieving significant results. Jose Elias commented in an interview on Jordi Wild’s podcast: “I saw La Sirena’s Instagram and it had 300 likes. So I said, ‘Sure, that’s not smokable.'” This recognition led to a shift in focus towards more direct and transparent communication with customers.
The new marketing strategy is based on showcasing the internal processes, negotiations and people behind the company. According to Elias, “people don’t want to see ads saying ‘eat my salmon, it’s really good’, they want to see the story behind the salmon, where it comes from and how the employees prepare it”. This authentic and honest narrative has resonated strongly with consumers, strengthening the bond between the brand and its audience.
Successo
The acquisition of La Sirena by José Elías and the subsequent transformation of the supermarket chain is a clear example of how strategic vision and innovation can revitalise an established brand. Through smart investments, complementary acquisitions and a marketing approach focused on transparency and authenticity, Elias has not only expanded La Sirena’s presence, but also increased its relevance and connection with consumers. This success story demonstrates that with the right leadership, even companies with a long history can find new paths to growth and prosperity.
MAINTENANCE IS KEY TO KEEPING EVERYTHING RUNNING SMOOTHLY
Optima Retail – Maintenance experts. Present in more than 50 countries
Why should you be eager to have a good maintenance plan?
Because predictive maintenance not only helps you keep your equipment running smoothly, it also helps you save time and money. Who wouldn’t want that, right?
With predictive maintenance, you can monitor equipment conditions in real time and predict potential failures before they occur. This means less downtime, lower maintenance costs and more efficient production. It’s like having a superpower for your retail business!
Optima Retail: Experts in retail maintenance and repair worldwide – Guarantee worry-free support with a dedicated Facility Manager who will always be your point of contact.
Subscribe to our newsletter and stay informed about the world of retail.
You can also find us on the free WhatsApp channel and on X.
