The telecommuting trend in Spain is driving a significant shift in the stationery market, with a notable growth in the office supplies sector aimed at home work. Folder, a chain with 160 stores in the country, has reported that this segment already represents 35% of its total revenue, amounting to 100 million euros. Between 2022 and 2025, the proportion of sales linked to domestic use has grown from 28% to 35%, and it is expected that by 2028 this share will reach between 44% and 47%.
Óscar Iglesias, co-founder and CEO of Folder, highlights that there are currently 1.2 million employees in Spain who regularly work from home. In addition, 68% of large companies have implemented hybrid work models, leading to a shift in corporate purchasing towards the home. This transformation has led Folder to review its product catalog and rethink its medium and long-term strategy.
Demand in this new context is evident in five major product categories: printing consumables, writing and correction items, filing and presentation supports, shelving and organization products, as well as shipping and light logistics material. Additionally, there has been growth in technological accessories, including tablet stands and notebooks using optical character recognition, adapting to an increasingly digital environment.
Iglesias points out that many competitors did not anticipate the speed of the shift toward home consumption, maintaining catalogs focused on the traditional corporate sphere. In response to this new reality, Folder has chosen to specialize and has managed to maintain double-digit growth in this sector.
From a financial standpoint, home office stationery has an operating margin of 24%, much higher than the 14-18% of other product lines, which has increased the group’s profitability from 18% to 22.3%, alongside a 25% increase in EBIT. This success is based on offering lightweight products with high turnover and efficient logistics costs.
Price is also a significant factor; Folder shares that 87% of its products are cheaper than those on Amazon, reinforcing its position both in physical stores and its digital channel. This proactive approach has allowed Folder to establish itself as a key player in the growing telecommuting stationery market.
via: MiMub in Spanish