Planeta Huerto Sees 2021 Revenue Rise but Faces Profit Pressure amid Growth Drive
The Alicante based wellness and sustainable goods shop Planeta Huerto, which has expanded its own brand and catalog, reported a stronger turnover for the year 2021, even as it faced tighter margins. The growth narrative continues to unfold under the ownership and backing of Carrefour Group through its Greenweez subsidiary, a move that prioritizes top line expansion in the near term.
According to the latest financial disclosures filed with the Trade Registry, the company founded by the Sanchez brothers, Pablo and Alfonso, reached a turnover just above 27 million euros in 2021, marking a rise of around 17 percent from the prior year. This momentum aligns with the ambitious growth strategy that began when Carrefour became a shareholder in 2018, a period that saw Planeta Huerto broaden its product range and introduce its own organic line, launched at the end of 2020.
Despite the revenue uptick, profitability narrowed as the business invested to scale. In 2021 the company reported a net loss of about 1.352 million euros, compared with 946 thousand euros the year before. The leadership team frames these figures as a natural consequence of an accelerated expansion plan financed with the support of its shareholders, especially Carrefour, which has injected capital to sustain the consolidation of the e commerce platform and to provide the resources needed for continued growth.
Two capital increases totaling more than the disclosed amount were confirmed last year, marking a substantial infusion of 2.3 million euros to reinforce Planeta Huerto’s expansion efforts and to fuel further investments in technology and operations while maintaining the path toward profitability.
Looking ahead, Planeta Huerto’s management acknowledged in early 2024 that the business environment remains influenced by slower consumer spending, inflationary pressures, and ongoing geopolitical uncertainty from the war in Ukraine. Nevertheless, the company remained optimistic, projecting sales exceeding 50 million euros and a return to profitability in 2024 as it refines its growth model and scales its channel mix.
A key part of this plan is the intensification of its own brand portfolio while accelerating the rollout of a dedicated marketplace. Management signaled a launch window toward the end of October, allowing customers to shop not only directly from Planeta Huerto but also from other sellers on the platform. In practical terms, the site would broaden its catalog from the current 80,000 items to around 100,000 by adding roughly 20,000 new references, as the company moves toward a more expansive online marketplace model in addition to its direct sales channel.
In terms of geography, Planeta Huerto continues to concentrate most of its sales within Spain, with an additional footprint of around 10 percent in Portugal. These markets form a core part of the business strategy as the group leverages the support of its parent company to strengthen cross border growth and logistics capabilities while pursuing broader economic resilience in its core markets.
Overall, the year 2021 marked a clear moment of transition for Planeta Huerto. It balanced rising revenue with widening losses as it invested in brand development, new product lines, and a strategic marketplace. The story illustrates how a digital native in the wellness and sustainable goods segment can leverage shareholder support and a disciplined growth plan to move toward profitability while expanding its distribution and product reach in a competitive market.