La Sirena Coupons & Offers - September 2023

Our story begins in 1983 when two good friends, Ramona Solé and Josep Mª Cernuda, decided to start the innovative project of La Sirena. Both had experience in the world of frozen products and had a great business idea: self-service frozen products. Bulk products were beginning to gain ground in Spain.

They were very innovative for the time: Both in the style of product, with a lot of variety of product and bulk sales, and in the location of the first store since, breaking the rules of the sector at that time, they located it on the outskirts of Terrassa (Barcelona). This store is followed by a series of shops opened in the first years in the Vallès area (Barcelona) to jump shortly after to Barcelona capital and the rest of Catalonia.

In 1993 and in order to take advantage of the pull of the business model, La Sirena is committed to growth via franchise, accompanying the project with a large investment in the new headquarters in Viladecavalls (Barcelona), where the entire operational platform and headquarters were installed.

The good acceptance by consumers, a constant growth in sales and the opening of new stores, attracted the attention of Corporación Agrolimen, S.A. which, in 2000, became part of the shareholding with the gradual acquisition of shares, supporting the growth of the company. In the first half of the 2000s, the company was considerably strengthened, with the professionalization of management, the implementation of new systems and processes, the expansion of the product range, the constant opening of stores and, in 2003, the beginning of store openings in Madrid.

In December 2005, the company was transferred to the British venture capital group 3i, to face an aggressive expansion and growth plan. Thus, in 2007 store 200 was opened, just as the country in general entered a major economic and social crisis that was going to last a few years.

These are years of adaptation of the business model. La Sirena goes from being a company focused on everything related to the product to having, more than ever, customers and stores at the center of operations and strategy. The business grows in number of stores and products, with special emphasis on new openings in Madrid.

It is in mid-2012 when the company is designed and is today. Multiple actions and plans that lead to redesign the business model to be able to face a new consumer and an increasingly competitive market. Within these initiatives in this new stage, it is worth highlighting the growing and key role that the client will have. Without our customers it would not be possible to remain relevant and leaders in the frozen food category. Thus, in 2013 the first seed of a project that marks, without a doubt, the success and future of the company is planted: La Sirena Club. There are currently more than 1.2 million members who regularly use the Club's benefits.

And it is in that 2013 when the Mermaid turns 30 years old. It is 30 years of a history of illusions and challenges that does not stop. In 2015, a new reference partner arrived at La Sirena, the European fund OpCapita, based in London, which has allowed the company's business model to be established and a new stage of expansion and growth to begin.

And it is in 2021, when José Elias, through Excelsior Times, acquires 100% of the company to boost its growth and expansion.

We are more than 1,100 people and a network of 250 establishments distributed between Catalonia, Madrid, Castilla-León, Andorra, Levante and Aragon.

Comfortable, modern and close shops, where it is very easy to buy, a wide variety of quality frozen products, focused on covering the needs of new and traditional customers to the maximum, served with a vocation for service and the maximum of attention are, in short, our three basic pillars.