Alicante e-commerce platform Planeta Huerto change strategy. The company founded by the brothers in its early years Pablo and Alfonso Sánchez and group feature Carrefour had chosen to encourage the growth of its turnover, compromise on profit; Now those responsible decided to turn the corner and They are determined to sell less and control costs morein order to achieve the final goal cost effectiveness.
This is also reflected in the company’s annual accounts submitted to the Commercial Register, which already show a decrease in its revenue in 2022, in contrast to the continuous increase in previous years. Year of Alicante ‘e-commerce’, specializing especially in wellness products 25.5 million Euro turnover, 5.8% less Compared to the 17% increase it recorded in 2021 due to the lockdown, or the 85% increase in 2020, compared to the previous year.
This decrease, added to the increase in personnel costs and contracted external services, caused the company’s sales figures to rise rapidly. Loss of up to 3.4 million euroscompared to 1.3 million the previous year.
The management report that accompanies balance sheets explains this evolution and “change of strategy” From Planeta Huerto. In this context, those responsible are active user database “already at optimum size”Therefore, you no longer need to continue investing to gain volume on this side. A decision that will reduce the portal’s investment in driving traffic and attracting new audiences.
At the same time, the company chose: “focus” the product catalog on a smaller numberbut it represents the philosophy of healthy living and sustainable products.” In this sense, one of the company’s biggest investments is to continue its efforts to develop quality products. own brandA project that started in 2020.
descents
Turnover had already suffered last year as a result of this change of direction, and its directors expected turnover to fall further during this year (the forecast at the close of accounts was for revenues of 16.6 million). However, as a result of the adjustments made, Planeta Huerto Plans to generate positive EBITDA in 2023Although the final benefit will not be achieved until 2024, the next financial year, due to the high impact of depreciations that it has not yet reflected in its balance sheets as a result of the strong investments it has made in recent years.
As a result, the new strategy includes: get more recurring purchases the percentage of customers he hopes to retain with a more focused product line. Of course, the upside of this is that this new model means less staff is needed, which led the company to approve a new model. Registration of employment arrangementThis led to the destruction of 36 jobs, according to the company’s own management report.
In any case, the determined support that Planeta Huerto receives from its current owner, Greenweez, a subsidiary of the Carrefour group with which it is integrated, remains unchanged. Thus, in December last year, New capital increase of 1.9 million euros with an issue premium of 4.2 millionFor the capitalization of loans provided between November 2021 and the same month of 2022. In addition, the French multinational company continues to provide new loans to the company to ensure its sustainability.
Last year, Planeta Huerto concentrated 90.7% of its sales on Spanish territory, while sending almost all of the rest to the European Union.
Five years under the control of French Carrefour
After taking part in one of the most successful launches of a startup in Alicante, Planeta Huerto founders Pablo and Alfonso Sánchez sold 100% of the company’s capital to Greenweez, a private division of the Carrefour group, in October 2018. The multinational company has resolutely supported the firm’s development with contributions for five years and capital increases almost every year to compensate for losses caused by e-commerce. It’s common in the early stages of digital companies.