Regional Leader in Roller Carts with Global Reach
Roller shopping carts have become a standout product for a company based in Alicante. Last year the brand achieved a dominant position in the Spanish market with a penetration rate exceeding 60 percent, according to data released by consulting firm GfK on a Thursday publication. This solid performance reinforces their status as clear leaders in this segment.
The group, known for its server family of products, reported total revenues surpassing 100,000 euros, with sales channels including Rolser USA, Saigon Bags, and Rolser Online contributing to the overall figure of over 20 million euros when compared with 2019. The firm notes that the year 2020 showed an artificial rise in sales due to the pandemic, as consumers sought practical and safe ways to shop during lockdowns.
With a 60-year history of production at its Pedreguer facilities spanning 21,000 square meters, the company highlights that roller carts account for about 80 percent of its consolidated sales, while the remainder comes from bags, stairs, and ironing tables. The CEO, Vincent Server, shares this outlook with his cousin Mireia Server, emphasizing diversification as a key revenue strategy for the coming years.
Vicente and Mireia Server act as co-CEOs of Rolser, a leadership duo at the heart of the company’s strategy.
Despite a strong market share, the executives remain confident that the Spanish market will continue to grow. They see potential to regain momentum by outpacing competitors and through the adoption of new consumer habits, including a broader acceptance of online and sustainable shopping options.
The customer base in the 30 to 45 age group has expanded as many discovered the utility of the roller cart during the pandemic and as lifestyle trends shift toward local shopping and convenience. This demographic shift aligns with an ongoing global export strategy that places emphasis on market diversification beyond Spain, reaching more than 60 countries with the United States, France, Argentina, and Japan highlighted as key destinations.
In Japan, for instance, the carts were adapted to accommodate generally shorter average heights to enhance usability. The company also notes a continued effort to explore new markets and destinations as part of its growth plan across the Americas and beyond.
Some shipments abroad represent about a quarter of total revenue, underscoring the importance of international demand. Rolser remains committed to innovation, investing over a million euros in new machines to streamline manufacturing processes and improve efficiency in the past year alone. The company is also advancing sustainability by using increasingly eco-friendly materials. This focus helped Rolser win a Red Dot Award for the Clec Termo Eco 8 Plus model, recognized as one of the world’s leading design achievements. The model is noted as the first 100 percent recycled and recyclable cart to make a mark on the global market, signaling the brand’s dedication to environmental responsibility and contemporary design.
In summary, Rolser continues to build on its historic strengths while expanding its footprint internationally and investing in sustainability and product innovation. The combination of strong domestic demand, strategic price positioning, and a growing global customer base positions the Alicante company for continued leadership in the roller cart segment.