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Humana opens a new stage in its network of reused fashion shops in Madrid.
09-05-2025
‘We are very pleased to be a loudspeaker for second-hand fashion with social impact from a shop located in the heart of the Salamanca district’. This was stated by Humana's general manager, Elisabeth Molnar, during the inauguration of the new phase of the most emblematic shop dedicated to second-hand fashion that the entity has in Madrid. 300 people gathered yesterday, Thursday, at the celebration event in the shop at 171 Alcalá Street.
The Humana shop in Alcalá 171 has 325 m2 of sales area on two floors (almost double the average area of the rest of the entity's establishments, which is 186 m2). Recently refurbished, with an interior design that enhances the shopping experience, it offers 7,600 second-hand items, ranging from clothing to shoes and accessories.
Humana Fundación Pueblo para Pueblo, the leading operator of second-hand fashion shops in Spain by number of customers, has 30 outlets in Madrid with a total sales area of 5,700 m² in the capital.
The official inauguration of this new stage brought together 300 people from the world of fashion, sustainability and circular economy, design, stylists and content creators, as well as customers and friends. The general director of the entity recalled that Humana's philosophy consists of ‘relating to fashion, through reused garments, with a positive environmental and social impact’.
‘This shop opened 13 years ago’, explained Elisabeth Molnar, ’for an organisation like ours, and at that time, it was a real challenge: in the centre of the Salamanca district, in the middle of Alcalá street, very close to a Corte Inglés department store. It was a big bet to place second-hand fashion in one of the most important commercial areas of Madrid. It soon became one of the most important for us, in terms of image, sales and customers. Today it continues to be so: in 2023 it was the first to unveil our new corporate image, and now we have almost doubled the sales area so that it continues to be one of our flagships in Madrid’.
Cultural showcase
The inauguration yesterday of the new phase of Humana also served to present the initiative ‘Escaparate cultural’, a project that transforms the shop window of Alcalá 171 into a cultural window. For a month, the establishment becomes a tribute to Maruja Mallo, a pioneer of surrealism and part of Las Sinsombrero, a term that refers to women belonging to the Generation of ‘27.
With an intervention by the artist Celia Mayor, the shop window comes to life with corsets and symbolic hats. ‘The shop, which last year had 81,000 customers, becomes a living showcase of history, art and memory’, in the words of Rubén González, Retail Strategy Manager of Humana, who adds: ’It is a proposal that fuses fashion, body and resistance, and puts identity, gender and representation in dialogue. It is a poetic critique of the limits imposed on the female body’.
The installation is called ‘Rebelión de las formas’ and is supported by the Escuela Sur del Círculo de Bellas Artes and sponsored by FabulaDot. It will remain in the shop window of Alcalá 171 for six weeks and may be reproduced in other Humana shops. ‘We support all cultural manifestations that fit with our values of sustainability, equity and justice. Second-hand fashion is a powerful loudspeaker to promote greater social sensitivity,’ adds González.
Sales of Humana shops in Madrid in 2024
Humana shops in Madrid increased sales by 8.5% last year (4.2 million garments sold) and exceeded 1.5 million shoppers (9.6% more than in 2023). ‘This is the best indication that reused fashion has overcome prejudices such as ‘clothes for the poor’, a label that other northern European countries got rid of years ago. Here it is already a sustainable alternative with social prestige’, says Rubén González.
The social economy organisation started 2025 with 28 shops in the capital and in January opened two, bringing its current total to 30. The Stores Department employs 240 people in Madrid.
