Overview
Primor is one of Spain's largest perfumery and beauty chains, with more than 220 stores in Spain, Portugal, Andorra and Italy and a large online shop. It sells everything from luxury fragrance and skincare to affordable make-up, haircare, Korean beauty and parapharmacy, with more than 40,000 products. For a beauty brand that wants to reach Spanish and Portuguese shoppers, Primor is one of the most important retail partners.
Who is behind Primor
Primor was founded in Málaga in 1953 by Juan Ricardo Hidalgo and is still headquartered there. Since 2015 it has been part of Maremor, the group formed by the merger of Primor with the perfumery chains Marvimundo and Arenal, creating the largest perfumery group in Spain. Primor expanded beyond Málaga in 2000 with three stores in Madrid, opened its first store outside Spain in Lisbon in 2019, and expected sales of close to EUR 500 million in 2020, with about 20% online. Primor serves more than 20 million customers a year and has a market share of about 3.6%. It celebrated its 71st anniversary in 2024.
Stores and expansion
Primor keeps growing its store network with large stores, many of 1,000 to 3,800 square metres, in city centres and shopping centres, including on Paseo de Gracia in Barcelona and in central Madrid. It has 16 stores in Portugal and planned three more in Lisbon in 2025, and it opened its fourth store in Andorra. Its focus is on omnichannel retail, 360-degree communication and a strong online platform.
What the shopper sees
Primor is known for a very wide range at competitive prices, mixing high-end brands such as Yves Saint Laurent and Dior with mass and dermocosmetic brands such as The Ordinary and CeraVe, plus haircare, parapharmacy and dedicated spaces for brands such as the Korean label Tony Moly.
How brands can work with Primor
Primor works with brands as a retailer, buying products for its stores and online shop. A brand approaching Primor should be ready with:
- Beauty, fragrance, haircare or parapharmacy products that fit Primor's broad range.
- EU cosmetics compliance, including CPNP notification and Spanish and Portuguese labelling.
- Competitive pricing, since Primor is known for value.
- Marketing and in-store support for launches and promotions.
- Supply capacity for a large and growing store network.
Why Primor matters for brands
Primor reaches millions of beauty shoppers in Spain and Portugal through a fast-growing store network and online shop, and it is a natural partner for brands entering the Iberian beauty market.
How eBrands looks at Primor
eBrands works with brands on marketplaces and retail channels across Europe and North America, and beauty is one of our core categories. If you want to see how Primor could sit alongside the channels you already use in Spain and Portugal, we are happy to talk it through.
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