After a challenging business journey marked by changes in ownership, financial restructuring, and nearly a decade of continuous losses, Spanish fashion group Pronovias faces 2025 with the challenge of leaving behind one of the most complicated periods in its history.

Thanks to a recent injection of 30 million euros from its current owners Bain Capital and MV Credit, joined by the US investment firm Clearlake following the acquisition of MV Credit in September, the bridalwear company is banking on a new management team and a rescue plan aimed at restoring stability.

The task will not be easy: after eight years in the red, the objective is ambitious yet clear: to regain its position as a leader in the international market.

From family management to investor control: A complex journey

Pronovias' main challenge lies in its high debt and accumulated losses in recent years.

At the close of 2024, following the audit of the 2023 accounts, the bridalwear firm confirmed revenues of 135.8 million euros, representing a decline of -8.9 percent compared to the previous financial year. The final annual balance sheet revealed a worrying figure: a net loss of 128.5 million euros.

This negative result was not only due to the difficult operating environment but is also closely linked to a significant accounting adjustment reflecting the overvaluation of the company's intangible assets following its acquisition in 2017 by the investment fund BC Partners, which acquired 90 percent of the company for a price close to 550 million euros.

This change of hands marked the end of family management and the beginning of a period led by financial investors. However, the transaction left Pronovias with a fragile financial structure and substantial debt that, to this day, continues to limit its investment capacity and poses serious difficulties in undertaking a sustainable growth plan.

The arrival of Bain Capital and MV Credit: A new direction

At the end of 2022, the Pronovias Group became the property of a consortium led by the American consultancy Bain Capital and the European investment firm MV Credit, two major players in the investment world who assumed ownership after an agreement with BC Partners.

The transaction included a debt reduction from 385 million euros to 125 million euros and a capital injection intended to strengthen the financial structure and stabilise operations. During 2024, the now-owners contributed an additional 30 million euros as part of a rescue plan aimed at ensuring the company's long-term viability, financial support complemented by new leadership and an ambitious strategic plan.

Elisabetta Franchi x Pronovias, wedding dress design. Credits: Pronovias.

A strategic plan until 2027

In May 2024, Marc Calabia, former executive at Tendam, took over as CEO of Pronovias with the mission of addressing the group’s challenges and leading the new strategic plan, with a deadline of 2027, which establishes four fundamental pillars to strengthen Pronovias' position in the global bridalwear market.

One of the main axes of this strategy is profitability improvement, which led the company to make difficult decisions, such as filing for a Collective Redundancy Plan (ERE) at its Barcelona headquarters shortly after the arrival of the new CEO. This announcement sparked strong opposition from the workers, who mobilised and protested against the measure. However, after a negotiation process, the number of affected employees was reduced from the initially proposed 85 to 64.

Along with cost optimisation, increasing sales in key markets is another of the company's major commitments. The US has become the primary target for expansion, as it represents a strategic market with high growth potential. To this end, Pronovias plans to implement a more dynamic commercial strategy, combining the strengthening of its distribution network with new partnerships that will allow it to consolidate its presence in the country.

Credits: Ashley Graham x Pronovias

Diversifying the product offering is the third pillar of this ambitious plan. Aware of the need to adapt to new market demands, the company seeks to go beyond its traditional line of wedding dresses and explore new product categories, in addition to developing additional brands that reinforce its offering and attract different customer segments.

The fourth and final pillar is the optimisation of the distribution strategy. Pronovias aims to review and improve both its physical points of sale and its digital channels, with the aim of offering a more seamless shopping experience in line with current consumer habits, where omnichannel plays a fundamental role.

Returning to the path of growth

Credits: Image courtesy of Pronovias

Despite the measures implemented, the strategic changes and restructuring operations have not yet been reflected in a tangible improvement in Pronovias' financial results.

Nevertheless, the company is confident that the backing of Bain Capital and MV Credit, coupled with the execution of its strategic plan, will allow it to return to a growth trajectory from 2025 onwards. Pronovias' recovery will not be a challenge without obstacles, yet the support of heavyweight investors and the implementation of an ambitious strategic plan offer a solid foundation for looking to the future with caution, but also with hope.

If the company successfully implements its optimisation and expansion measures, 2025 could become the turning point that marks it as a renewed and strengthened competitor in the competitive bridalwear market.

This article originally appeared on FashionUnited.ES. It was translated to English using an AI tool called Genesis and edited by Rachel Douglass..