Popularity of straw hats in recent years in the European country has pushed businessman Rafael Albero to undertake a project to increase the sale of this product by 20% annually over the next five years. More than 25 years ago he began to import this accessory for his shops ‘Hats Albero’ in Valencia, present in seven cities and for distribution to 200 outlets.
“Before prices of a Panama hat were prohibitive; now they have been democratized and more economic qualities can be obtained. Our goal is to improve production to adapt it to European tastes and that toquilla weavers may also have a greater margin of income,” Albero explained to El Universo. “It is indisputable that the Panama hat is timeless but, he adds, it must evolve to further expand its presence in other markets such as France,” he adds.