Experience Puro – A way of life

Puro is a prestigious and internationally recognized brand in the tourism and hotel sector. Founded in 2004, it is based on a powerful concept inspired by the cosmopolitan nomad. Puro represents a Mediterranean, natural and elegant lifestyle that offers a perfect balance between quality and service. Find out more from Beltrán Álvarez de Estrada, CEO of Puro Group. Puro group includes various brands – Purobeach – Puro Hotels – Puro Music – Puro Shop.

1. How did you enter the franchise business?

All started when we felt that Puro was ready to set up in other enclaves apart from Mallorca. We always have known that Puro had to be all around, everything that can be offered is always an amazing experience to escape from the daily life.

2. Where and how did the idea of your concept come from?

The idea has always been creating an Oasis of Happiness in strategically chosen enclaves, where disconnect to reconnect while enjoying on the beachfront, near the pool, the M3 concept gastronomy and much more. Always under the strong name of Puro and its well-recognized #puroexperiene

3. What inspired the brand name?

The brand name was inspired on what puro is. Oasis of happiness where our global nomads find the #puroexperience, in which they are always able to disconnect from their daily life, while having all their senses pampered. Puro means something pure, balanced, relaxed. The mandala, which is also used in some cultures, represents purification, soul, energy.

4. What is the story behind the brand’s logo?

The history of the brand’s logo is similar to our concept. We were looking for simplicity, neutral colors that would combine perfectly with all environments, and there is no better word to express our philosophy than PURO, which in Spanish means purity.

5. What makes your brand different from your competitors?

Puro has no competitors, we are unique because of what we offer. We are always looking for unique experiences and ideal locations while ensuring that our customers live the #puroexperience through the five senses, it is always unique.

6. What are the essential qualities that you look for in a franchisee?

The main qualities that franchises require to have are the standards of Puro Group, such as the perfect enclave, multicultural value and adaption to the region. Everything which is needed to become the perfect Oasis of Happiness following the fresh Mediterranean Style. In addition, we are always looking for the perfect partner to establish strong long-term relationships.

7. How long does it take, on average, for your franchisee to realize their investment?

Fortunately, it does not take a long period of time. Puro is already well-know around the world, so that recovering the investment is easy. The goal is to recover it in two years on average, although there are places where the investment has been recovered in just a year.

8. What was the major challenge you faced in your career and how did you overcome it?

The major challenge is always the first step, the first franchise. But if you believe on your brand, it is strong, you work on it, it will everything be a success. Apart from what has been said before, the covid pandemic has been a big challenge.

8.1 What is your best achievement?

The best achievement is having Puro Oases spread around the world and maintaining our venues performing at high level. Always being a synonym of an excellent service that can satisfy the most demanding customers, while giving them the best experience that they have ever lived, the #puroexperience

9. How does your business day start?

Every single morning the routine begins reading news on a few newspapers, being always informed is crucial. After the update moment, it is time to open the mail and start the work.

10. What was your best moment throughout your franchise career?

There are always remarkable moments. The happiest ones are always when a new enclave open its doors. But it is also true, that there was a special moment when we opened our first Purobeach in Palma, where everything began.

11. Where do you see your brand in the next 5 years?

In five years time, I can ensure that Puro will be spread all around the world. There are new openings ahead, both nationally, and internationally.

12. Any tips you want to impart to our readers who want to be in the franchise industry?

No matter how great your business idea is, you must work every single day on it. Keep improving, innovating, believing on yourself and growing with a great team.

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