Ecoalf logged sales of 64.8 million euros in 2025, up 13 percent versus 2024, with EBITDA of 5.6 million euros — a 9 percent margin — figures the Spanish sustainable brand attributes in part to a deliberate rebalancing of its product mix and a retail channel it now fully controls.

The commercial occasion for the numbers is physical: a 3,229-square-foot store on La Rambla in Barcelona, the brand's second unit in the city, opened with roughly 60 percent of the interior — including 16-foot-tall arches — clad in construction-ready textiles developed from salt. The material development took several months.

The concept traces back two years to "La Sal," a temporary pavilion by architects José Rodríguez and Carlos Montes, installed in San Fernando, Cádiz, as part of Spain's TAC! Urban Architecture Festival. Ecoalf has effectively industrialized a festival experiment into a store format. The rest of the fit-out uses seagulls crafted from palm trees, wood paneling, and flooring made from B Corp-certified recycled plastic.

What does the store strategy change for the channel mix?

For founder and president Javier Goyeneche, each store carries a city-specific narrative: a fishermen theme in Valencia, cardboard in the San Sebastián flagship, and a shellfish concept for a La Coruña boutique due by the end of November. A Palma de Mallorca unit follows next spring. The company operates about 24 flagships across countries.

The rationale is margin and narrative control, not decoration. Retail generates about 30 percent of Ecoalf's revenues, e-commerce 24 percent, and wholesale the remainder — but the weighting is shifting deliberately.

• Outerwear once represented 76 percent of sales; it now accounts for 41 percent.
• The rebalanced category strategy has smoothed footfall across the year, per Goyeneche.
• Retail lets the brand avoid promotions entirely: "We don't like doing promotions, we don't do Black Friday — in fact, we create campaigns against Black Friday — and with wholesale you lose control over that," he said.
• The format also serves as the primary vehicle for telling the production story directly to consumers.

"For us, every store needs to boast a dedicated storytelling and has to have something to do with the city," Goyeneche said.

How does Ecoalf measure impact against profit?

Last year the company introduced a double-accountability methodology and reported its first Impact P&L, developed with institutions within the Capitals Coalition, including Harvard Business School's Impact-Weighted Accounts Initiative (IWAI). The purpose, Goyeneche said, was to verify whether growth was sustainable through an ESG lens.

The preliminary results: Ecoalf generated 0.02 euros in net positive impact for society and the planet per euro of revenue, against an industry benchmark of a negative 0.06 euros. That is a spread of eight cents per euro — a figure the brand will now need to hold as it scales.

"We had the impression that we were probably going to have a better outcome than the average of the [apparel] industry, but we were not sure if it was going to be positive…so it essentially proves that the more we grow, the more positive impact we can create," Goyeneche said. He noted the exercise involved the sustainability, financial and operations teams and lifted internal culture.

Goyeneche is blunt that the traditional P&L remains the precondition: "if you don't have a profitable company, you won't survive and you won't be sustainable…but it's not enough to be profitable. It's very important to measure who you are profitable against. Against the planet? Against the rest of the people? Profitability by itself I don't think is enough anymore."

Where does the 20 percent growth come from?

For 2026, Goyeneche forecasts sales of about 80 million euros — a 20 percent jump — with a 10 to 11 percent EBITDA margin and 3 million euros in profits. Expansion targets the DACH region, France, the U.K. and Scandinavia.

The U.S. is the stated priority for next year, though not without friction: the country was the third-largest driver of Ecoalf's e-commerce until tariffs were put in place. American shoppers, Goyeneche argues, already respond to the brand's design and story in existing stores — a claim the 2026 accounts will test.