• Alicante Ale-Hop: from having two employees to billing 160 million and fighting for the monopoly of the 'cuqui' with Mr.Wonderful

  • Companies The owner of La Casa de las Carcasas: from town councilor to millionaire with mobile phone cases

It is possible that you have not heard of these stores but it is practically impossible that you have not seen them if you live in Madrid.

These are the Factory Mattress establishments, businesses that have grown in the capital just like mushrooms do in the month of October.

The appearance of the stores is so loud and striking that LOC wanted to

know who is behind the mattress stores with walls covered in fluorine colors.

Factory Mattress was born in 2004 in the Valencian Community as a company dedicated to the design and distribution of rest products.

However, behind his landing in the capital is the seal of Queka Real Partners, a Spanish firm with more than 50 years of experience investing in venture capital.

In turn, one of the best-known faces of Queka is

Enrique Martinavarro Ferrer, a well-known

58-year-old Valencian businessman born in Castellón.

Martinavarro is part of one of the

most powerful Valencian sagas thanks to the exploitation of critics.

His family occupies position number 134 on the list of the richest in Spain that EL MUNDO prepares every year and they have an estimated heritage of 435 million euros.

Enrique Martinavarro studied Law in Valencia, completed an MBA at IESE and worked at a European level in various companies dedicated to the fruit and vegetable sector before joining the family company.

Facade of another of the Factory Colchón stores on OrenseE.M street.

In 2006 he decided to continue his professional career on his own and it was in 2018 when he created Queka Real Partners together with other partners.

His ultimate goal is to invest in Spanish companies that have strong growth potential.

This is the case of Factory Mattress, for which he opted in 2022, as announced by the digital newspaper

Valencia Plaza

.

Thus, the Madrid private equity firm became a shareholder of the mattress company to make it a leader at the national level.

Martinavarro's firm has not only been interested in the mattress sector but has opted for other Spanish companies.

For example,

Juan Navarro García, a sixth-generation family business dedicated to food ingredients

and located in Murcia.

They also opted for Madrid Hifi, which sells specialized sound and music production equipment, or Lipotrue, specialized in the cosmetics sector.

As for Factory Mattress, throughout the province of Valencia they have more than 25 stores

to which are added those of the Community of Madrid, which are 27.

In fact, its expansion in the capital has been very fast.

In just a few months, since Queka Real Partners joined forces with the Valencian company, Madrid has been populated with mattress stores.

As we noted earlier, its landing in the capital has been received with reluctance, not because of its competitive prices, but because of the appearance of its stores.

His aesthetic bursts violently among the discreet buildings of Madrid,

especially in the center of the city.

For example, both in the one on Santa Engracia street and the one located at number 300 Bravo Murillo, complaints from neighborhood associations added to compliance with municipal legislation have led to the removal of fluoride from their walls.

The facade of Bravo Murillo now looks without fluorine colors on its wallsE.M.

The Cuatro Caminos-Tetuán neighborhood association filed a complaint with the City Council

for what they considered a "destruction" of a protected façade.

They also pointed out that it violated the ordinance regarding "integration into the urban environment, correct harmonization with the environment and the absence of interference in the contemplation of the protected asset."

Another of the establishments that are under scrutiny is the one located on the corner of Calle San Bernardo with Palma.

ADVERTISING

If the colors

are a problem during the day, at night it intensifies even more.

The dazzling lights added to the tones of the stores multiply the effect caused by the mattress factory.

LOC has tried to get in touch with the brand to inquire about its origins and its marketing strategy without obtaining a response.

"To value a brand it is necessary to analyze all aspects of communication, its origin, business strategy, etc. At first glance it seems like a brand that is committed to being direct in its communication and for this it

uses an aggressive visual code, which attracts attention , with the objective of selling based on the

constant promotion of their products. It is a strategy that probably works for them because of where the stores are located. They are brands with impact when we are in difficult economic periods and people look for the price above all ( the price rules) and they use promotional codes in the style of Mediamarkt, for example.

Being eye-catching and standing out seems to be their goal,"

explains E. López, project manager at a digital advertising agency.

According to the criteria of The Trust Project

Know more

  • Madrid's community

  • THE WORLD

  • Castellon