Salsa Jeans’ Portuguese denim is thriving on the international stage

At its press day on November 18, the Salsa Jeans label struck a assured and enthusiastic tone as its international enterprise continues to develop. The Portuguese model stays owned by the Sonae group, which grew to become its sole proprietor in 2020, and reported income of 180 million euros for the 2024 monetary 12 months.

Last May, Salsa Jeans strengthened its presence in Lisbon with a renovated 304-square-metre flagship in the Colombo procuring centre, the place the model focuses the buyer expertise on sensory components. Portugal, the model’s nation of origin, is additionally dwelling to its headquarters, encompassing communications, places of work, and manufacturing items, and the firm is supported by 250 workers, not counting in-store groups. A producer since 1990, the model produces 90% of its denim in Portugal, and even provides some luxurious labels.

Salsa Jeans strikes into canine attire

For its spring/summer season 2026 assortment, Salsa Jeans is working with denim in addition to linen and cotton, that includes lace, co-ordinated denim units, and printed tops. This season, the model is additionally shifting into clothes for canines and cats, with leashes, harnesses, winter put on and fish-shaped keyrings, with denim items comprised of cloth offcuts.

Daniela Neto, model and advertising supervisor, explains that Salsa Jeans targets much less a selected age group than a frame of mind, one which appreciates high quality clothes. It is an outlook that typically resonates with clients aged 35 and over. “It’s essentially for people who feel comfortable in their own skin,” she says. The model’s message centres on the “perfect fit,” each bodily and psychological: Salsa denims ought to swimsuit the wearer’s physique and frame of mind.

A worldwide providing and narrative

Even so, the model’s narrative adapts to the market by which it operates. In its dwelling markets of Portugal and Spain (the place it generates 60% of its gross sales), clothes is vibrant. Daniela Neto additionally factors out that there is a distinction between the north and south of the Iberian Peninsula, quite than between the two nations. In France, colors are extra subdued and the clothes extra traditional, extra so in Paris than in Marseille.

Further north, in Ireland, decrease temperatures allow the label to advertise its denims all 12 months spherical and to launch jacket campaigns sooner than in Mediterranean markets. Present in the Middle East for a number of years, the Braga-based model doesn’t adapt its product providing there, however it does tailor its communications. “This advert could not be displayed there,” she says, pointing to a picture that includes a mannequin along with her midriff and chest barely uncovered.

Expansion in the Middle East and India

Despite this, the catalogue stays the identical in Europe and the Middle East. Sometimes, the model even checks merchandise there earlier than rolling them out in Europe. Established in the United Arab Emirates, Saudi Arabia, Qatar and, extra lately, Jordan, Salsa Jeans will quickly be opening a boutique in Iraq.

Further east, the model has been increasing over the previous 12 months with its entry into the Indian market. Present in Delhi and Mumbai, it hopes to attraction to the many potential feminine clients of a “growing middle class,” the two metropolitan areas collectively dwelling to only over 56 million inhabitants. Salsa Jeans has six factors of sale in the nation, the place it sells lighter items tailor-made to the nation’s scorching local weather. In North America, the model lately launched its e-commerce website in Canada and the US.