Spanish menswear firm Boston, acquired by the Mayoral Group in 2021, is outlining an enterprising growth strategy despite falling slightly short of its 2025 sales projections. The company reported €19.5 million in revenue for the year, a 14% increase year-over-year, but below its anticipated €30 million target. Boston is now focused on a multi-pronged expansion plan encompassing retail locations, digital sales, and a new venture into children’s wear, aiming to reach €40 million in annual revenue by 2028.
Madrid – Men’s fashion firm Boston, acquired by the Mayoral Group in 2021 as part of a diversification strategy, reported total sales of €19.5 million for its fiscal year ending 2025. The company is now outlining an ambitious mid-term growth plan, aiming to reach €40 million in annual revenue by 2028. This announcement comes as the fashion industry continues to navigate shifting consumer preferences and economic headwinds.
Boston’s sales figures represent a 14% increase compared to the €17.1 million generated in fiscal year 2024, and a substantial 30% jump from the €15 million reported in 2023, according to company filings. This marks the first time the company has released detailed sales data since the 2023 fiscal year.
While the growth is positive, the €19.5 million in sales falls short of the company’s earlier projections of approximately €30 million for 2025 – a difference of 35%. However, the 2025 revenue still represents a significant 146.84% increase from the €7.9 million in revenue Boston recorded in 2019, prior to its acquisition by the Mayoral Group.
Mid-Term Growth Strategy
Looking ahead, Boston has unveiled a new mid-term roadmap encompassing its physical stores, online channels, and wholesale operations. The company plans to expand all three avenues as it diversifies into children’s wear with the launch of its “Boston Kids” line. The new business unit was announced in June 2025 and the first collection, targeting children aged 4 to 14, will be available in spring 2026.
Regarding its physical retail presence, Boston intends to open 80 new stores between 2026 and 2028, building on its existing locations in key Spanish cities such as Madrid, Bilbao, Pamplona, Zaragoza, Seville, and Córdoba. This expansion is aimed at achieving the €40 million revenue target by 2028. The company also plans to strengthen its digital channel, which currently accounts for 3-4% of total sales, with a revamped e-commerce platform. Boston expects online sales to contribute 7.5-10% of total revenue by the end of 2028.
Simultaneously, Boston is implementing a new wholesale expansion plan, targeting operations in 20 countries, including Spain, Italy, Portugal, and Greece. The goal is to extend its commercial presence to a total of 40 countries by the end of 2027. The company will promote its offering – “excellent quality” products at “very competitive prices for the wholesale channel” – under the slogan “Adult isn’t boring.”
Boston “is launching its plan for international wholesale expansion in 20 countries, highlighting its entry into key markets such as Spain, Italy, Portugal and Greece,” the company stated in a recent press release. The company added that this roadmap, which will unfold throughout 2026 and expand in 2027, will be supported by the Mayoral Group’s expertise in processes, logistics, and internationalization, enabling a “very satisfactory” expansion.
- Boston closed 2025 with €19.5 million in sales, a 14% increase over 2024, but below its €30 million expectation.
- The company plans to open 80 new stores between 2026 and 2028, strengthen its digital channel to represent 7.5-10% of sales by the end of that period, and expand its wholesale channel to 40 countries by 2027.
- Through these strategies, Boston aims to reach €40 million in revenue by 2028, supported by the diversification of its offerings with the launch of its new “Boston Kids” line.
