Salsa, a part of Zeitreel, Sonae Group’s fashion business unit, has announced the opening of a new 145.53 square meter franchise store at the Serdika Center in Sofia, the capital and largest city of Bulgaria.
The store features the full range of clothing, footwear, and accessories for both men and women, with a particular focus on the women’s line, which accounts for more than 60% of the offerings.
The new store marks Salsa’s entry into Eastern Europe, a region described as “growing and increasingly aligned with its value proposition and demonstrating high potential for fashion consumption.”
Hugo Martins, the CEO of Salsa Jeans, stated in the announcement, “The entry into Bulgaria represents a new chapter for Salsa Jeans as we step into Eastern Europe—a region where we see strong alignment with the brand’s values and great growth potential. This new store is the first step to establish a close relationship with a new consumer profile.”
Located in Southeast Europe, Bulgaria has been a member of the European Union since 2007. Sofia, its capital, is the country’s main economic, commercial, and cultural hub, with a population exceeding 1.2 million inhabitants.
Salsa’s selection of this city as the “entry point” into both the country and Eastern Europe “reinforces the brand’s positioning in dynamic urban centers with strong consumption potential,” according to the company.
The opening of the new store in Bulgaria aligns with Salsa’s international expansion plan, which in 2024 saw the brand enter two new strategic markets: Jordan in the Middle East and India in Asia.
Present in around 50 countries, Salsa Jeans aims to “continue consolidating itself as a global reference brand in the ‘jeanswear’ segment.”
