Grupo Lamadrid Corporate Dossier

CORPORATE DOSSIER

A great family project

HISTORY 04 ABOUT US 12 OUR BRANDS 14 GÜELL LAMADRID ..................................................................... 16 LES CRÉATIONS DE LA MAISON ........................................... 20 LAMADRID CONTRACT ........................................................... 24 OUR CSR PROJECT ............................................................................ 28 THE SECOND GENERATION ............................................................. 32 OUR OFFICES AND SHOWROOMS ................................................. 35

History

López de Lamadrid

“From the beginning, I had the dream of creating attractive and accessible fabrics that would make people happy, and I think we have managed to achieve that dream”

Javier

In 1973 Javier López de Lamadrid, a textile engineer, made his dream come true, founding Güell Lamadrid S.A. together with his brother-in-law Claudio Güell, with the aim of having their own company and selling fabrics in the Spanish high-end decoration market.

The beginnings were very tough and, from a small office on Passeig de Gracia (Barcelona), with just one employee, Javier and Claudio set out on their journey together, travelling to the United States to represent the P. Kauffman company in Spain and sell their fabrics to the most important customers in the industry at that time.

A few years later, the two partners decided to start importing their first collections, this moment determined the true beginning of their commercial activity, creating an inventory for which they had to raise capital for the first time.

Peter Kaufmann personally struck up a great friendship with Javier and after many years of close collaboration between the two companies, we continue to maintain a magnificent professional relationship and a deep friendship with the second and third generation of the family.

Later, Javier had the idea of starting to print his own designs in local factories, this would mean they would also become “converter” apart from importer/distributor. With this new line of exclusive products, the company began its export activity and international expansion, attending fairs such as Heimtextil or Textil Hogar and, years later, Decosit.

1973 1980

Import

Establishment of the Güell Lamadrid company and brand

of the first collections from USA

Stamping of our own Güell Lamadrid designs in domestic factories

Claudio López de Lamadrid leads the Lamatex project Agreement with the French company Boussac

1980

Several other projects and companies emerged from Javier’s mind but, over time, were either integrated into the company itself or simply took flight on their own. We can highlight three examples: Lamatex had great success with Walt Disney’s children’s designs; Romanex distributed the fabrics of the famous French brand Boussac for a long time; and years later, BCS was the group’s first experience in the Contract market.

In all these years, Claudio López de Lamadrid, Javier’s brother, was almost always by his side, acting as a faithful adviser, and he has continued to work for the company together with Álvaro and Borja until he retired recently.

Álvaro López de Lamadrid joins the company

Establishment of Les Créations de la Maison company

At the end of the 1980s, Álvaro joined the company after gaining a few years’ experience in the audit field, contributing organizational skills and a new vision of the future. Just at that moment, the agreement with the designer Dominique Kieffer and her French partners led to the creation of the company Les Créations de la Maison, which brought a new dimension to the group, by launching the first collections for sale by meters, something that had not existed until then at Güell Lamadrid.

1990

1990

After a few years of growth, Les Créations de la Maison brand really “exploded” in the market simultaneously with the launch of handcrafted fabrics from India and later by incorporating the first European linen and cotton collections.

Over the course of the following decade, Borja joined the company after finishing his business degree, which was key to kickstarting the next stage of modernization, expansion, and diversification, with an important new approach in the way of commercializing Güell Lamadrid and a clear commitment to further expand the company’s international reach.

Undoubtedly, those years presented a change in the company’s business model and its consolidation as Textile Editor, a term used to encompass companies that create their own textile collections, present them in books or hanging samples and, most importantly, sell them in the high-end decoration market.

Success of Les Créations de la Maison upon discovering some handcrafted fabrics

2000

The company becomes Textile Editor

Borja López de Lamadrid joins the company Expansion and internationalization stage

Beginning of the activity in the Contract market

2000

After the turn of the century, the Contract activity took off, first with the establishment of a subsidiary to supply textiles to hotels and public spaces (BSC), and later with the creation of the Lamadrid Contract brand, concurring with the important incorporation of the FROne brand focused on fire-retardant fabrics, owned by the Belgian company BRU, who granted us the exclusive distribution of the brand for the Spanish market.

The commercial relationship with this company and its owners, the Neiman brothers, has undoubtedly been one of the most important strategic alliances for the company. This relationship allowed Grupo Lamadrid to diversify by distributing the BRU fabrics collections, that have been a perfect match for the furniture industry and the Contract channel.

Agreement for the exclusive distribution in Spain of

FR-One and FibreGuard brands

It is worth highlighting the most recent incorporation, the FibreGuard brand, with the latest stain free technology, which has brought about a revolution in the world of upholstery.

The opening of owned showrooms in Madrid and Barcelona, and later in New York and Lisbon, reflected the company’s desire to build a closer relationship with professional opinion leaders, decorators and architects, and the different players in the Contract market.

Opening of physical showrooms

Opening a space in the D&D Building in New York, which was led by our partner Stephane Silverman, was undoubtedly a remarkable milestone in the company’s history that allowed us to entry such an important yet difficult market like North America.

2010

In the recent years, we have worked hard to offer a wide variety of high-quality designs and textures for the decoration of all types of homes or public spaces, and we can highlight that our brands contain the best printed designs on the market or the latest stonewashed linens, among many other proposals such as velvets, sheers, and jacquards of all kinds.

In addition, in 2022 we have created our own “Sustainable Fabrics” seal under which we will always have eco-friendly fabrics that have been made with some type of recycled fibre or with natural fibers with a low environmental impact (such as organic cotton, linen or hemp).

2010

In the last decade, the company has reached agreements with different interior designers, artists and designers from the fashion world to jointly create special collections that have undoubtedly enriched our product offering, contributing originality, new ideas and daring designs.

Agreements

It is important to highlight the recent and important commercial agreement with the French company Houlès, which has been a clear step forward by our brands in those European markets where we are represented (France, Germany, Italy and Austria), in addition to being a huge catalyst in our Spanish market, where we have successfully introduced its exclusive collections of trimmings and other decorative elements.

In 2022 we created our own SF “Sustainable Fabrics” label under which we offer eco-friendly fabrics that have been manufactured with some type of recycled fiber or with natural fibers with low impact on the environment (such as organic cotton, linen or hemp).

As the company’s last great achievement, we would like to highlight the creation of the Lamadrid Values platform as the keystone of our Corporate Social Responsibility strategy and the culmination of an goal that we have always had in mind in the past but that had never been formally executed. Today it is finally a reality.

Collaboration with Houlès in several countries and distribution of its brand in Spain

Creation of the first collections of Sustainable Fabrics

50th anniversary of the company

and collaborations with outstanding figures in the world of fashion and decoration

We shape our CSR strategy via the LamadridValues platform

About us

01/ Mission

The company’s mission is to create quality fabrics that are attractive due to their design, texture or colour, with the aim of ensuring that people can enjoy them, achieving comfort and a sense of well-being, both in the decoration of their homes and in the various public spaces where our fabrics are present.

02/ Vision

We want to be a leading Textile Editor within and beyond our borders, that is, a benchmark in the high-end decoration sector, and to be known for the quality and good taste of our fabrics, as well as for our commitment to service and our sense of responsibility as a company.

03/ Values

Our business culture includes values such as the quality and reliability of our fabrics, our desire to serve, and our commitment to people and our environment, with a particularly outstanding commitment to sustainability, in order to give back to society a small part of everything it has given us.

Our brands

Güell Lamadrid Les Créations de la Maison Lamadrid Contract

Founded in 1973 it is a reference in the European high decoration market, our most recognized editorial brand is inspired by different cultures and universal textile traditions, re-interpreting them contemporaneously.

More than half a century of a family dedicated to create high quality, eclectic and trendy fabrics, with all kinds of styles, a wide color palette and a common denominator: good taste.

We are committed to society. As part of this brand value we promote actions with a clear social impact and we help people with special needs. We are also concerned about the climate change, that is why we incorporate fabrics made from recycled fibers into our brand.

INSPIRED BY FABRICS FROM ALL OVER THE WORLD

Fabrics with history

50 years of family tradition creating universal fabrics

VARIETY OF STYLES AND DESIGNS

WIDE COLOR PALETTE

SOCIAL ACTION AND SUSTAINABILITY TIMELESS, CONTEMPORARY CLASSICS

Our claim “The Living Nature” perfectly defines the values and personality of the brand, always inspired by nature.

We are passionate about natural fibers, specially linen, and we always work with the most sophisticated finishings.

In our collections we find a great diversity of textures and high quality fabrics, always highlighting natural shades and the colors from earth, in a discreet color palette.

The environment protection and commitment to the planet is one of the brand’s strategic pillars. We create sustainable fabrics made from recycled or low-impact fibers, and we carry out initiatives to help the conservation of the globe.

The living Nature

Nature is our source of inspiration

HIGH QUALITY, SOPHISTICATED FINISHINGS

DIVERSITY OF TEXTURES

NATURAL SHADES AND COLORS FROM EARTH

COMMITMENT TO THE ENVIRONMENT

It is our own seal of flame-retardant fabrics with total resistance to the spread of fire that provides maximum safety, durability and easy maintenance, without neglecting the most current trends in design.

Lamadrid Contract collections are the perfect complement to our other brands, providing a style that is our own, with mainly natural-looking technical fabrics that meet the stircter safety regulations and quality by offering the best solutions to all types of Contract projects.

And naturally, we bet more than ever on sustainability, incorporating recycled fibers in most of the new collections.

Our CSR Project

Weaving a better world

2.

1.Responsible and committed attitude towards people and our environment

Our mission as a company, a reflection of family values and traditions, is to be able to generate happiness and comfort to through our products by working design, quality, service, reliability and safety of all fabrics that we created.

We apply this attitude in all that we do, in how we relate to people and our environment throughout the entire production process and the commercialization of our articles, from beginning to end.

Our team is our family

We are aware that our people are the ones who Grupo Lamadrid does every day, and that, without them, all this would not be possible.

Achieve the highest quality, reliability and the best designs would not be possible without a responsible attitude in the entire manufacturing and finishing process. We bet for the use of recycled or recyclable fibers, and we make sure production is responsible.

Our objective is to contribute to the sustainability of our planet and to offset the emissions generated by our direct activity as much as possible, that is why we constantly implement social and sustainability actions.

We offer the best fabrics without compromising the health of our environment and the planet

4. We promote actions to compensate and mitigate the negative effects caused in the environment

5.

We have created an e-commerce in lamadridvalues.com dedicated to the sale of textile products for charitable purposes and to the dissemination of our social initiatives and sustainability.

The best waste is the one that is not generated: we work from the prevention, the goal of achieving “zero waste” and we seek giving a second life to our leftover fabrics.

We promote social action and create “products with values”

We are committed to zero waste

The second generation

Álvaro

With a bachelor’s degree in Business Sciences from ESADE, after 4 years’ experience as an auditor at Arthur Andersen, Álvaro joined the company at the end of the 1980s, bringing with him work methodology and improvement for the efficiency of the organisation, in addition to putting forward a new vision for the company’s future.

Professionally, he is passionate about textile design, decoration and architecture, and likes to be involved in the creation of collections from start to finish, participating in the choice of designs, colours and styles.

In his personal life, apart from his family, he has two passions: contemporary art, actually he is a collector as well as patron of the MACBA Foundation; and golf, in which, in addition to having chandicap 3, for years he has also been a member of the Board of Directors of his country club, the RCG El Prat.

Borja

With a bachelor’s degree in Economics and Business from the University of Barcelona and a master’s degree in Finance, he began his career in NYC working for P. Kauffman, where he discovered the ins and outs of the textile business. In the 1990s he joined the family business with the aim of applying efficient models to digitalize the company, an endeavour that would be a constant in his professional career.

Passionate about architecture, interior design and contemporary history, he has grown up surrounded by fabrics and has a good eye for aesthetics, which is why he has been refining his taste for textures and prints since he was a boy. Just like his brother, he is fully involved in the entire creation process for the collections published by the group.

Nature and outdoor sports, another of his great hobbies, have been a driving force for promoting environmental/social CSR projects and carrying them out as part of a firm commitment to values, which is currently one of the company’s hallmarks.

Our Offices and Showrooms

HEADQUARTERS BARCELONA

Ronda General Mitre, 93 - Pral. 08022 Barcelona - Spain | hello@g-lamadrid.com +34 93 209 62 44

SHOWROOM BARCELONA

Pau Claris, 190, 2ª 08037 Barcelona - Spain showroom-barcelona@g-lamadrid.com +34 93 209 62 44

SHOWROOM MADRID

Príncipe de Vergara 33 1º izda. 28001 Madrid – Spain showroom-madrid@g-lamadrid.com +34 91 575 94 45

SHOWROOM LISBOA

Calçada de Santo Amaro, nº 2B. 1300-515 Alcantara. Lisbon, Portugal showroom-lisboa@g-lamadrid.com +351 968235268

SHOWROOM NUEVA YORK

D&D Building. 979 third Avenue (Suite 715), New York. NY 10022, EE. UU. showroom-newyork@g-lamadrid.com +212 758 9900