A palace and the first large department store, a robust essence, a structure of trust and
endurance: El Palacio de Hierro carries an impressive history in the retail world in Mexico. After
125 years, it is now on everyone’s lips: ‘Soy totalmente Palacio’. “Baptized” by the people
because of its overwhelming structure, El Palacio has remained a steady icon all along.
Represented and guided by the Manager Director, Mr. José María Blanco Alonso, ALU MiND
reveals a more than just an inspiring interview, an anniversary editorial, a tribute to the style delivered
by El Palacio de Hierro for the past 125 years.
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The momentous department store has served over the years everyone who knew how to
appreciate luxury, to enjoy comfort and live lighthearted. From a brand which grew together with
generations of Mexicans and now preparing the “flagship of all flagships”, ALU pays a tribute to such
a great achievement and to all the past and future successful collaborations.
Photos Courtesy of El Palacio de Hierro
Mr. Blanco, you took the lead of the brand in 1992 and ever since, El Palacio has known a
prosperous development. How do you define El Palacio de Hierro at this very present
moment?
MR. BLANCO: Along those years, we secure our status as the luxury premier upscale retailer in
Mexico and we achieve to transform our company in to the reference of style in the country.
”The history of Palacio is linked with the history of the Mexican society”
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The 125 anniversary is a great achievement: can you tell us a little about the celebrations
you are organizing, is there something in particular our readers can’t miss?
MR.BLANCO: As the history of Palacio is linked with the history of the Mexican society, (actually our
name was given by the people), we thought to bring life to our extensive heritage and key pieces as
dresses, furniture, tabletop, appliances, etc. So we installed a 40-ton iron structure in the main hall of
our downtown Centro store, considered as our original venue. We showed old products in a modern
way. We received thousands and thousands of visitors, families, students, and clients during one month
and all comments were amazing and deeply emotional. Palacio shared its past, its DNA and our vision
of the future.
You are the Managing Director of more than a brand, what you are actually leading is a
lifestyle. What drives El Palacio into being the unique department store of its kind in
Mexico and a different one worldwide?
MR. BLANCO: It’s Palacio’s family and clients! Our department store seems to have always existed as
many generations of Mexicans have been growing with. We played an intimate role in their lives, and
we are proud when someone says: “I’m Totally Palacio” because they establish an emotional and
cultural connection with our store. El Palacio de Hierro definitely transcends the retailing world in
Mexico.
From the very beginning, El Palacio remained close to its people, both customers and
employees, so how do both groups, the inner “family” and the outer “family” celebrate
the event?
MR. BLANCO: Our clients celebrate with us with this exhibition “125 Years of Style” and upcoming
book with the history of the company. With our inner family we held a mass in the cathedral and each
store team has tours around the exhibition. We remember very positive memories as we have
employees working with us for more than 30 years. Also we share the exhibition with retired
employees.
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“We build Palaces not stores”
Over time, El Palacio has continued to grow and kept its promise delivering quality above
all. What does it feel to raise such an iconic name and to take care of its expansion?
MR. BLANCO: “We build Palaces not stores”, and as a palace we must go step by step solidly. Mr.
Alberto Baillères, our President, has a great and clear vision. He believes in investing in this country
and taking chances, he believes more in quality than quantity. We can’t set 70 luxury stores in the
country as the market isn’t big enough. However, we have 12 department stores, 8 in Mexico City, and
4 in Puebla, Monterrey, Guadalajara and Villahermosa. And we will open two more, one in Querétaro
(next Autum) and one in Veracruz in 2015. And also the most ambitious project of the company in its
history which is Polanco (October 2015) that will transform the store in to the flagship of the chain,
including the flagships stores of most of the luxury brands already partnering with El Palacio.
Important to remark that the Palacio style has expanded into other commercial formats including Casa
Palacio specialized in House Decó, in Antara and Santa Fe in Mexico City, La Boutique Palacio, a
small format concept store in Cancún, Acapulco an Acoxpa (south of Mexico City). We also have a
division of Palacio Restaurants, Viajes Palacio, our travel agency, and 101 free standing boutiques of
independent brands as Michael Kors, Tory Burch, UGG® Australia, Mango, Juicy Couture,
Springfield, Women Secret, Aldo, Bebe, Mac Cosmetics, Benefit, Pandora, Suite Blanco and Kielh’s.
“Palacio is the best Store Chain in Mexico, not the largest”
How was your first contact with El Palacio and how has it changed you, as a person and
as a leader?
MR. BLANCO: In 1922, my uncle Ángel Blanco used to work in Centro Store. He brought my father
Juan José Blanco to Mexico. As foreigners, they occupied the employee dormitories. My father became
Wholesale Subdirector. In 1992, when I met Mr. Baillères, I remember when he said: “Palacio is the
best Store Chain in Mexico, not the largest”. Until then, he’s the man of the vision and I’m taking care
of the daily operations.
“The flagship of all flagships”
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What are your plans for El Palacio de Hierro after crossing its 125th anniversary?
MR. BLANCO: Beside those two store openings, the Polanco flagship. This will be the flagship of all
flagships. We will doubling its size to 500,000 square feet. Some luxury brands will have windows and
shops to the street, an some will expand its offer to others categories. With this project, Palacio will
express their whole worlds and we will transform it into a luxury corridor, like a shopping mall that
allows the brands to express their identity in the context of a Palacio concept store.
We are also planning various redevelopments, renovations, store openings, brand introductions and
image upgrades on the agenda.
El Palacio de Hierro | One of the projects done with ALU fixtures
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