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La Sirena: Success Story

La Sirena, the supermarket chain specialising in frozen products, has undergone a remarkable transformation since it was acquired by businessman José Elías.

Below, we present a tour of the most important milestones and key decisions that have led La Sirena to be a success story in the food distribution sector.

Acquisition and first decisions

In 2021, José Elías acquired La Sirena for €100 million. This supermarket chain, with a history of 41 years and 1,300 employees, represented a unique opportunity for the entrepreneur. "A company with an impressive legacy and a promising future.

Since then, La Sirena has grown to 275 stores, consolidating itself as one of the businessman's most precious jewels. Not only because of the effort put in, but also because of the growing enthusiasm of consumers for their products.

Expansion and strategy

Discover how José Elías transformed La Sirena after his acquisition, expanding to 275 stores with innovative strategies.
José Elías - La Sirena

Initially, José Elías tried to merge La Sirena with a fresh fish company, of which he had acquired 30%, although this operation was never carried out. However, the businessman did not give up and continued to acquire manufacturers and food companies that complemented his core business.

In March 2022, Elías acquired 50% of Agro Water Almonds, a nut company based in Lleida. This acquisition allowed logistics to be optimized.

By acquiring a nut company like Agro Water Almonds, La Sirena was able to make better use of its logistics operations. Since La Sirena was already managing the transit of fish containers from Norway, the inclusion of Agro Water Almonds products in this logistics flow made it possible to fill the return containers, which would otherwise return empty or partially empty to Spain. Not only does this improve the efficiency of container usage, but it can also significantly reduce transportation costs and environmental impact by maximizing cargo on each trip.

Investments and returns

José Elías has shared key figures about his investment in La Sirena, revealing that setting up a supermarket from scratch costs between 250,000 and 300,000 euros, and that each supermarket generates an average of 30,000 euros per year. The sum of this income may seem impressive when multiplied by 300 establishments; Elías stresses that it is not so easy because "I have 300 problems to solve continuously", underlining the challenges inherent in managing a large supermarket chain.

Innovation in marketing and communication

Recognized for his presence on social networks, Elías has also innovated in the field of marketing for La Sirena. Initially, the company had spent heavily on traditional advertising without getting significant results. José Elías in the interview he was given on Jordi Wild's podcast commented: "I saw La Sirena's Instagram and it had 300 likes. So I said: 'Of course, this is unsmokeable.'" This recognition led to a shift in focus towards more direct and transparent communication with customers.

The new marketing strategy is based on showing the internal processes, negotiations and people behind the business. According to Elias, "people don't want to see ads for 'eat my salmon it's very good,' they want to see the history of salmon, where it comes from and how employees prepare it." This authentic and honest narrative has resonated strongly with consumers, strengthening the connection between the brand and its audience.

The acquisition of La Sirena by José Elías and the subsequent transformation of the supermarket chain is a clear example of how strategic vision and innovation can revitalize an established brand. Through smart investments, complementary acquisitions, and a marketing approach focused on transparency and authenticity, Elias has managed to not only expand La Sirena's presence, but also increase its relevance and connection with consumers. This success story demonstrates that with the right leadership, even companies with long histories can find new avenues for growth and prosperity.


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