Perfumerías Avenida implements low-price strategy to regain market position

Perfumerías Avenida is implementing a new commercial strategy focused on low prices to regain its market position. Following a period of sales crises that led to store closures and layoffs, the chain is restructuring its approach across its approximately 200 remaining locations.

The company is relaunching its customer club with incentives such as 10 euro gifts and promotions for purchases exceeding 25 euros. Spoken of as a permanent shift rather than a temporary measure, the brand is using new orange and blue promotional signage to signal its commitment to being a price leader in the perfumery and drugstore sector.