IE Focus 2012
Colombian entrepreneur Natalia Londoño is an alum of IE Business School’s Master in Sales and Marketing Management. She is about to head the opening of a new Becara Franchise in Bogota, which will be the first step in the firm’s expansion into Latin America. Becara has been operating in the field of design, production and distribution of furniture and interior design items for 44 years, and is now present in over 40 cities worldwide that include Madrid, Barcelona, Rome, Milan, Istanbul and Jeddah.
You are heading the expansion of leading interior design retailer Becara in Colombia. Becara is now present in 7 countries, and the Bogota store marks the beginning of the firm’s operations in Latin America amid economic growth in the region. What made you decide to take on this project?
One of the main considerations was the contrast of Spain’s economic situation with what was happening in Latin America, particularly Colombia, my home country. Colombia is in the throes of expansion with a sustained annual economic growth rate of 4% in recent years, coupled with a trade balance surplus.
Coming back to Becara’s expansion in Colombia, Becara is a leader in the furniture and decoration sector. I met its founder in 2011, which coincided with a decision to return with my family to live in Colombia after twelve years in Spain. I was invited to get to know more about Becara, and the moment I saw the 22,000m2 warehouse in Valdemoro I realized that this was a great company with excellent potential in a country that is growing as fast as Colombia.