From Rebel Roots to Lifestyle Leader
Alfonso Vivancos Arigita, CEO of Scalpers, has transformed a once niche menswear label into a modern lifestyle brand spanning womenswear, kids and home. In this exclusive interview, he reveals how a strong brand identity, fearless expansion and a forward-thinking vision are powering Scalpers’ continued success on the global stage.
Born with an unconventional spirit, Scalpers aims to break the mould in men’s fashion with tailoring that dares to be bold, sharp and different. In the years since its inception, the rebellious nature of Scalpers has matured into a complete lifestyle brand, expanding beyond its sartorial roots while staying true to its essence.
Today, Scalpers blends contemporary elegance with effortless attitude across men’s, women’s and kids’ collections, accessories and homeware.
There have been several key moments that have gone a long way to establishing Scalpers as a leading brand and assisted in its growth. The first was brand identity. One of the first decisions that was taken when Scalpers was founded was to make it a premium lifestyle brand that would stand out for its rebellious spirit.
“Expanding both our product line and our store portfolio have been important elements in growing the brand,” Arigita reflects. “Taking Scalpers beyond Spain was a bold but necessary step as we grew into international markets in Europe and Latin America. Hand-in-hand with this, to adapt to evolving customer demand, we went a step further and expanded beyond men’s fashion. The introduction of the women’s collection was an important milestone that allowed us to reach new groups and increase the brand’s presence in the market.”
Lastly, building a strong culture has been imperative in the growth of the brand. Constructing a workplace that values creativity, collaboration and innovation has been instrumental in driving the company’s success. It is this culture that has allowed them to attract and retain top talent, which is vital for long-term growth.
As Arigita summarises: “Growing internationally has been a matter of coherence, analysis and a long-term vision. Each region has presented unique challenges, but also great opportunities. As we entered markets such as Latin America, the Middle East and Europe, we have learned to move with adaptability and strategic focus.”
In Latin America, for example, whilst they felt the cultural proximity, they also found operational differences and encountered logistical challenges. Customs barriers, inflation in some countries… it required a very local strategy. Here they learned the importance of having strong partners on the ground and knowing the socio-economic realities of each country.
Meanwhile in the Middle East the customer is sophisticated, looks for international brands and is very demanding in terms of service, exclusivity and shopping experience. Here Scalpers learnt that it is not enough to export the model as is, you have to elevate the experience, take care of personalisation and be sensitive to cultural elements.
Finally in Europe, the challenge was to enter very mature and highly competitive markets, where local and international brands are already well established. The learning here was that their differentiation had to be clear and powerful – not only in the product, but also in the omni-channel experience and storytelling.
“E-commerce has undoubtedly been the main tool for initial expansion. It allowed us to reach customers in markets where we did not yet have a physical presence, to measure real interest in the brand and to adjust the proposal before making commitments,” Arigita comments. “We have also worked with select marketplaces, such as Zalando or El Palacio de Hierro, which have helped us to generate visibility and attract new customers, while taking care of brand positioning.”
As we move onto the concept of brand experiences, the CEO comments that at the core of Scalpers is storytelling, as it is how they differentiate themselves in a crowded market. Through campaigns, store design and digital content, they narrate who they are, what they stand for and why it matters. A strong brand story creates loyalty and turns customers into a community. They want people to feel they are part of something more than fashion.
Sustainability is an integral part of any company’s operations and Scalpers is gradually integrating this into all of its activities. They are trying to use more organic and recycled materials and reduce packaging. They have also introduced greater traceability in the supply chain. “It is an ongoing process and we know there is still a long way to go, but we believe that progress, rather than perfection, has a lasting impact.”
Encouraging experimentation, quick iteration and cross-departmental collaboration, the Scalpers team is empowered to test ideas from product innovation to digital tools and scale what works. The CEO explains that innovation is not confined to technology – it is also about mindset, agility and staying close to the customer. They are constantly evolving; never static.
“As we assess our options moving forward, we will continue to expand thoughtfully. Collaborations will continue to play a role, especially those that bring cultural relevance and creativity. The goal is to grow without losing the soul of the brand.”
