How did you feel when you were notified that you would be awarded the Gold Medal of the Canary Islands?
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I was taken by surprise, honestly, because I did not expect it at all. I have never worked with the expectation of being praised or valued for my work. I will continue working as long as my abilities allow me, as it is not a burden for me, far from it. I enjoy it.
Are you aware that your journey as an entrepreneur has inspired many other business owners?
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Honestly, I was not aware because I never intended to or thought of it that way, I have simply acted as I am without considering that someone might be looking at me or analysing what I did or how I did it. The key has been dedication, many hours of work, and a bit of luck too.
Luck without intuition and business vision…
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Opportunities come. As they say, the train only comes once in a lifetime, and if one is alert, there is always a chance to board that train. I got on a big train, with many people on board, and then I focused on ensuring it reached a good destination. I believe we have done well, that people have felt comfortable on this train and want to continue until the end.
From nothing to having 240 Number 1 stores, including owned, associated, and franchised stores, in the Canary Islands. That is not just luck.
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We were oblivious to the concept of franchising. We entered that world innocently, supporting our employees who excelled in opening a store and, as a reward, owned 50% of it. This gave motivation and encouraged other people working with us, young individuals, to show that they also had value and could be our partners, and that’s how we grew rapidly. Even Venezuelan returnees or immigrants from other countries who started working with us later opened their own stores. Even children sang the jingle from the Number 1 TV commercial. I remember we had a slogan: “where there is a church, a pharmacy, and a savings bank, there must be a Number 1 store”.
I remember another quote of yours, I’m not sure if it’s literal, where you mentioned that you looked where others didn’t.
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I always say that we are all in a room and we look at the walls we see, but at one point I say “I’m going to step out for a moment” and I get up to see what’s behind those walls. That helped me have a slightly longer, more distant vision and see beyond.
What did you see beyond those walls?
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I saw that there was a lack in the market for quality clothing and footwear at affordable prices, so I started travelling extensively to find those products to offer to customers here at a non-abusive price, at a price that really caught the eye, because there was a significant difference between Number 1’s prices and those of other brands. The market was devoid of this offering, and since people responded very positively, we began opening more and more stores.
Were the risks you took daring?
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I have taken many risks, whenever I had an idea, I put it into practice. Perhaps this boldness of believing in oneself and launching into the market with original ideas has helped me greatly. This way of doing things is also reflected in Juan Roig with Mercadona and in Amancio Ortega with Inditex. Like me, they stand by their ideas and put them into practice.
And over time, you transitioned from being a franchisor to a franchisee. What led to this change?
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When the large retail stores started arriving, we changed course and as franchisors, we closed many stores to adopt the franchisee format. Some brands did not work out, but when we returned the stores, we transferred them back to the franchisee with the condition to retain the staff we had hired. Currently, we continue with brands such as Levi’s, Timberland, Stradivarius, or Vans, among others.
When did you arrive in the Canary Islands?
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In 1969 to study medicine, and I realised that I was in Paradise, both because of its climate and its people, and that’s why I was determined to spend the rest of my life here. I have always said that I am Canarian at heart.
You came to study medicine, but became an entrepreneur selling quality clothing at affordable prices. What has changed in these 55 years in the world of commerce?
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The client, the consumer, has become more astute. Previously, people purchased what the seller wanted to sell them, as they did not have much understanding or specific preferences. Nowadays, people are well-informed and tell the seller what they want, how they want it, and even the colour they want. They assert their criteria to the seller and even ask for home delivery.
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