Puerto Rican clothing chain Roma bets on men’s market
SAN JUAN – The Puerto Rican clothing store chain Roma opened Thursday its ninth store on the island. The new location, in Guaynabo’s San Patricio Village, will focus on serving the men’s market, with its sights specifically set on expanding its market and catering to the island’s millennial population.
In an interview with Caribbean Business, Executive Director Lourimer Rodríguez explained that the opening of the third store in the area, which is the chain’s second geared exclusively for men, comes about after experiencing a sales growth in the market niche last year.
Therefore, in addition to keeping their traditional clientele of adults and baby boomers, merchandise for young adults age 25 and older is available, such as joggers, shirts with eye-catching prints, skinny jeans, bold colors, among other products.
The executive said that with the new location, the $2 million in sales mark is expected to be surpassed along with the other two stores in the San Patricio area, which currently generate more than $1 million in sales.
“Despite the situation of the passage of Hurricane Maria in Puerto Rico, we have no doubt that we can act with quick decisions, preserving a product that remains with the passage of time, providing good service and prices; there’s no reason to lose in this market,” she said.
Rodríguez recalled that the new store is the fourth opened during the past year, and required a more than $300,000 investment. The three locations that opened during said period are in Barceloneta, the Montehiedra urbanization in the suburb of Cupey and San Juan’s Condado borough.
The 5,000-square-foot establishment, now the workplace for 10 people, is located on the first level of San Patricio Plaza, in the former Men’s Wearhouse locale.
Among the distinctive features of the new store, is “Zona Giorno,” which makes the shopping experience more entertaining by adding such extras as a bar area, a domino table, a barber chair, a TV, as well as providing tailoring services.
Rodríguez said the addition of the comfort amenities’ purpose is for customers to be able to leave the new location with other experiences, to address the issue that 30% of purchases that customers made at stores, are now made online
“The shopping experience is increasingly changing. We want that, in Roma, in addition to the service we offer with fashion consultants while they try on clothes or tailors do special jobs, they can also have a good experience,” she said.
Looking to the future, the chain is exploring the opening of a fully online store, as many customers are requesting, as well as the opening of stateside locations such as in Florida.
Since its foundation on the island 38 years ago, the Puerto Rican company continues to offer clothing and accessories for women and men. From casual attire to outfits for special occasions, customers are provided fashion consulting to make their selection a unique experience.