Aromas Artesanales is a proprietary perfume brand and retail concept that, in just a few years, has grown to nearly 95 stores across Spain, 18 company owned and the remainder operating under a franchise model. The company already has an international presence and is actively planning further global expansion.
In 2013, its founding partners, Juan José Medina and Javier Fernández, began producing perfumes in a storage room. Just thirteen years later, they have built a catalogue of more than 250 references, continuously adapting to market trends and expanding their product range.
Like many high growth ventures, Aromas Artesanales did not start with a sophisticated corporate structure. It began with limited resources, a strong concept and clear entrepreneurial drive.
Their objective was straightforward: to offer high quality fragrances, with strong performance and careful formulation, at an accessible price point. A product anyone could enjoy, without associating it with unattainable luxury.
Aromas Artesanales: A Success Story
The story of Aromas Artesanales is undoubtedly a clear success case, one that we at LEIALTA are proud to share.
Some time ago, the company approached us with a clear need to reorganise its corporate structure. The objective was to secure sustainable growth, protect the partners’ assets and optimise its tax position in Spain. Following the implementation of this project, we now provide ongoing legal, corporate, accounting and tax advisory services.
As their journey may serve as a reference for many entrepreneurs who need to scale the advisory support they receive, we invited Juan José Medina to the programme A Media Sesión on Radio Intereconomía. In this interview, he explains first-hand how LEIALTA supported the company’s transformation.
Below, you can watch some of the key moments from the interview:
You can also listen to the full interview at this link.
Rapid Growth That Required Structural Reorganisation
With nearly 95 stores in Spain, Aromas Artesanales is currently expanding internationally, with operations in countries such as Germany, Poland, the Netherlands and Guinea, and new projects in markets including the United Kingdom, Cuba and the United States.
This sustained growth reflects the success of a business model that has scaled quickly while maintaining product quality as its core value.
However, as is often the case, rapid growth increases not only turnover but also operational complexity. The original corporate structure may no longer be adequate.
As Juan José Medina explained clearly: “When you grow, you often leave certain things behind. You do not realise it… and you postpone them.”
At that point, pausing to reorganise becomes a strategic decision. The objective is no longer simply to open more stores, but to prepare the company for consolidation and long-term asset protection.
Corporate Restructuring and Asset Protection
At LEIALTA, we designed and implemented a corporate restructuring and planning project for Aromas Artesanales that enabled the company to:
- Properly separate business lines between retail and franchise operations.
- Optimise its corporate and legal structure in Spain.
- Create a holding structure for asset management.
- Strengthen the partners’ asset protection
- Professionalise the accounting and tax function on an ongoing basis.
In Juan José Medina’s words: “LEIALTA guides you on how to structure your company, both your business and your personal assets.”
The primary objective of this type of transaction is anticipation. It protects personal assets, reduces exposure to risk and facilitates strategic decision making in an increasingly complex regulatory and tax environment in Spain, where both business and personal wealth may be vulnerable.
Growing with Stability and Long-Term Vision
A well-defined corporate structure allows entrepreneurs to focus on what truly matters: innovation and business development.
“When you have a well organised structure, you feel more at ease and can focus on your business,” Juan José noted during the interview.
The case of Aromas Artesanales demonstrates how a company can evolve from an entrepreneurial initiative into a consolidated retail network when growth is accompanied by planning, reorganisation and asset protection.
The Strategic Value of Pausing and Structuring
In many expanding companies, operations advance faster than planning. However, a sound corporate restructuring and a robust asset protection strategy enable businesses to consolidate achievements and mitigate future risks.
“Finding them two years earlier would have been much better for us… because they guide you on how to structure both your company and your personal assets,” Juan José emphasised.
Cases such as Aromas Artesanales show that taking the time to structure properly makes a decisive difference. At LEIALTA, we work alongside entrepreneurs in corporate restructuring processes that enable orderly growth and the protection of what they have built.
Discover more about our corporate restructuring services.
