100 AÑOS
DE HISTORIA
1926
The Origin: A dream on the Gran Vía
It all began with the vision of Hilario Alfaro, who in 1926 decided to bring to Madrid the sophistication he had perfected as manager of the legendary Derby store in San Sebastián. With the courage of a born entrepreneur and a reputation built on his experience, he founded his own firm in the iconic Fontalba Building.
These were the golden years of a newly inaugurated Gran Vía, a scene of modernity that would soon be interrupted by the parenthesis of the Civil War.
1940 - 1950
Reconstruction and Resurgence
After the conflict, the story of the house was a lesson in resilience. In 1946, the second generation joined a business struggling with postwar shortages. It wasn't until the 1950s, with Spain opening up to the world, that optimism and tourism brought renewed life back to our shop windows.
"Those were very hard years, marked by a shortage of resources and a lack of goods. The situation began to improve in 1950... which meant the economic salvation of the country."
Under the second generation's management, the store became a must-visit destination for Madrid's most international clientele. The Gran Vía was transformed into a parade of elegance where Hollywood stars and public figures crossed our threshold.
We fondly remember the day an elegant Gary Cooper stopped in front of our shop window, or the constant presence of the "monumental" Ava Gardner, who went from being a distinguished visitor to a regular customer. Names like Sara Montiel, Cantinflas, and Geraldine Chaplin are part of our guestbook and our very essence.
1979
Expansion and Adaptation: From Gran Vía to Velázquez
With the arrival of the third generation, led by Hilario Alfaro Jr., the company embarked on an ambitious expansion phase. Despite the challenges and a strategic relocation to 25 Velázquez Street, the essence of the firm remained unchanged.
This success would not have been possible without the fundamental support of Mercedes Alfaro, whose collaboration was the cornerstone for consolidating the business in an increasingly competitive luxury environment.
The Present
Today, the story continues.
With the addition of the fourth generation following their international training, we look to the future without forgetting the values that brought us here. We are a family business that understands commerce as an art based on perseverance.
"A story that has always been based on effort, perseverance and, above all, work. Work, work and work."