Interview with Carlos Moreno-Figueroa, general director of Sinersis

Carlos Moreno-Figueroa has recently been appointed CEO of the Sinersis Group, the largest chain of stores specializing in the sale of household appliances and consumer electronics in Spain. He succeeds Jose María Verdeguer in the position. Carlos Moreno-Figueroa has a long and distinguished career in the business sector, having worked in the industry for over three decades. He has held management positions in both distribution and manufacturing (LG, Electrolux, and Thomson). For the past several years, prior to joining Sinersis, he served as Secretary General of the Spanish Federation of Household Appliance Retailers and Vice President of the Spanish Confederation of Commerce. A specialist in Marketing and Advertising, he holds a Master’s degree in Marketing Management and Digital Marketing, as well as postgraduate degrees in Strategic Management, Sales Management, and Sports Marketing.

Sinersis, the largest chain of stores specializing in the sale of household appliances and consumer electronics in Spain, reported a turnover of €1.088 billion in 2022, representing a 6.5% increase compared to the previous year’s €1.023 billion. This growth is double that of the overall Spanish market, consolidating its position as the largest Spanish group in the household appliance retail sector.

Describe how the Sinersis group operates.

Founded over 30 years ago, Sinersis brings together three major brands: Tien21, Milar, and Euronics. Sinersis is a central purchasing organization that coordinates the commercial activities of 19 regional platforms, manages the brands’ marketing strategy, and negotiates framework and promotional agreements with suppliers. We also have more than 20 warehouses, totaling 130,000 m², distributed throughout Spain, facilitating supply and logistics for points of sale within their respective areas of influence.

Sinersis is part of Euronics International, which is the largest purchasing group organization in the world and the first operator of Home Appliances in Europe. With a presence in 35 countries, it has an annual turnover of 23,000 million euros, with more than 8,500 points of sale.

It says it brings together three brands that have stores throughout Spain.

These brands are very close to the consumer, with over 1,500 stores throughout Spain, some 415,000 m2 of retail space, visited daily by 30,000 people. Our hallmark is the neighborhood store, as we are less than 15 kilometers from any consumer. And we have a significant market presence, since one in four household appliances in Spain are purchased in our stores.

Product lines are divided into large household appliances (64.7%); Electronics (12.4%); Small appliances + heating (11.1%); Air conditioning (3.5%); Computing + Telephony (8.4%).

We have the best specialists in home appliances and electronics, who can advise you at your nearest store on the ideal product best suited to your needs, financing options, old appliance removal, appliance maintenance, and products that save energy and water and benefit the environment. We directly employ 5,000 professionals across our stores and logistics centers.

What does the innovation chapter consist of?

Consumer habits have changed with the development of the internet, where real-time information is available everywhere simultaneously.

At Sinersis, we offer our customers the option of purchasing our products and services directly in our stores or through our three e-commerce websites. Above all, we believe in focusing on the needs of the consumer and supporting them with the best possible service, whether in stores or online.

Innovation lies in anticipating consumer needs, and today, it’s moving towards omnichannel retail, where physical stores and websites are indistinguishable or even interchangeable. We have the enormous competitive advantage of having the largest network of retail outlets in Spain, and we are firmly committed to the physical store, as proximity to the consumer is essential. We believe in the balance between physical stores and online shopping. For example, buying online and picking up in-store, or browsing online and then visiting the store.

The Sinersis group belongs to an international network.

We are members of Euronics International, a European organization with 8,500 electrical appliance stores and 50,000 employees in 35 countries, generating nearly €23 billion in revenue. In addition to being the largest organization in EMEA in terms of revenue and points of sale, we are official sponsors of UEFA women’s football, including the Women’s Champions League and UEFA Women’s EURO.

Source: Sector Ejecutivo Magazine