Oblack Caps
Is the brand of Spanish caps in Valencia that triumph outside our borders
The “fathers of branding”
Oblack is the creation of Rubén Conchillo, José Luis Sena and Nacho Arauz, three young Valencian entrepreneurs. It is not just another brand of caps as it has a significance behind it that many can identify with. The ‘o’ is sheep and ‘black’ is black, that is to say, “Oveja negra” which is how Nacho, Rubén and José Luis, its creators, have felt at many times. For this reason, they consider Oblack to be a philosophy of life that they themselves have constructed based on effort and the constant search for the path in life for a clear objective: “to do and work in what one really loves. Find your way.”
The brand’s objective
Oblack believes in equity, everyone should be capable of affording a quality, designer cap. That’s why Oblack’s goal is to make the best caps on the market at the best price. They achieve this by innovating in their designs and manufacturing, giving rise to unique and different caps that manage to adapt not only to the evolution of the fashion sector, but also to different styles of clothing and brands, as well as to different personality types. They are urban style caps that match all types of outfits, adapt to any season and follow the trends of the moment without going out of fashion.
The key to success: Interview with José Luis Sena (CEO of the brand)
Jose Luis Sena, CEO of the brand tells us about the keys to the success of this Spanish brand:
“At the start we had several obstacles to overcome but the most significant one was that we were unable to monetise the sale of Oblack products, we hired several marketing agencies that charged us a lot of money and there was no way to reach our objectives. Through these mistakes, we learned a great lesson, we had to come up with something to sell and give a lot of visibility to the brand in the shortest possible time, that’s when we came up with a strategy that turned out to be better than expected.
We closed a collaboration deal with Amazon for the whole of Europe and we started to distribute our brand through them, today we sell in more than 25 countries in the European Union and we make deliveries 7 days a week through their logistics, the strategy is being a success and we are very happy.
Thanks to it our sales have increased exponentially in our other channels such as our own website and the channel of multi-brand physical shops. We have also entered the Zalando marketplace.”
The brand sells in more than 25 countries around the world. Jose Luis tells us about the evolution of the brand:
“We were told that it was not possible to create a brand of caps like ours, that it was impossible to sell high quality caps at competitive prices and above all that it was not profitable to present the product as we do with a premium packaging with tissue paper, card and stickers and we simply did not believe it. Today we sell in more than 25 countries in the European Union.
They also told us that our project would not last even 2 months of life because we did not contribute any value, really this manager of a large corporation did not speak of our shortcomings but of his own. If you love what you do, you have already won a lot, be honest with yourself and dedicate yourself to something you are passionate about, otherwise you will probably not achieve your goals.¨
Future plans: projected turnover to 2021:
Jose Luis Sena commented on the 3 pillars of the future of the brand: “The future plans for the next 2 years are”
- Consolidate the brand in Europe.
- Enter Mexico and the United States.
- Open our first physical shop in Madrid with an innovative concept.
He also comments on the projected turnover for 2021: “We expect to sell about 40,000 Oblack (Caps)”.
