The renowned lingerie and swimwear brand Andrés Sardá, recently renamed Sarda, has announced the opening of its first store in Ibiza this summer. The store will be one of the inaugural tenants of the new Ibiza Gallery luxury shopping center, located opposite the Hard Rock Hotel Ibiza in Platja d’en Bossa. The center is scheduled to open in May, and the stores will operate for six to seven months of the year, coinciding with the island’s high season.
This move is part of Sarda’s repositioning strategy, which seeks to attract a younger audience, especially the millennial and Z generations. The brand, known for its exquisite lace and sophisticated designs, has revamped its image and adjusted its prices to make it more affordable. In addition, it has changed its communication and has adopted a striking yellow color as a new corporate emblem, as explained Núria Sardá, creative director of the firm, to Modaes.
Tomorrowland
According to Sardá, the aim is to “democratize the brand” and appeal to women from their twenties to their forties. To this end, Sarda has also established a collaboration with the Tomorrowland electronic music festival, launching a joint collection that reinforces its connection with the young, music-loving public. The choice of Ibiza for this new store is no coincidence. The island is an iconic destination for young people from all over the world, known for its vibrant music scene and cosmopolitan atmosphere. The location in Ibiza Gallery, a project promoted by the Empresas Matutes Group, offers Sarda a space in line with its new strategy and allows it to be at the heart of fashion and luxury on the island. With this opening, Sarda reinforces its presence in key destinations and continues its transformation process to adapt to new market trends and the demands of a younger and more diverse public. Ibiza Gallery has involved the construction of two buildings that will house 18 stores and two restaurants and the relocation and improvement of the sports area.
Last year of Hard Rock Ibiza
The opening of the mall will coincide with the beginning of what will be the last season of Hard Rock Ibiza at its current location. Despite the secrecy of the Ibizan company, Palladium Hotel Group has decided not to renew the franchise commitment it had with the American company for the Playa den Bossa establishment. Thus, the current Hard Rock will undergo a remarkable transformation with the aim of increasing the category of the five-star establishment and will be renamed The Site, a new brand of the group. The galleries and the transformation of the Hard Rock are part of the company’s overall strategy for the area and go hand in hand with the opening this summer of The Unexpected Ibiza Hotel in Playa den Bossa. The Unexpected Ibiza Hotel in what had been The Usuhaïa Tower. Palladium Hotel Group maintains the agreement with Hard Rock for the five-star hotel, owned by Empresas Matutes, in Tenerife and the four-star hotel it manages in Marbella.
