Scalpers backs internal talent and appoints Francisco Gutiérrez as deputy chief executive

Scalpers has strengthened its leadership team with the appointment of Francisco Gutiérrez as the fashion brand’s new deputy CEO, the company said in a statement.

In this role, Gutiérrez will report directly to the brand’s chairman, Borja Vázquez, and to the CEO, Alfonso Vivancos, and will assume responsibility for the operational and strategic management of the company.

As such, Gutiérrez will take overall responsibility for Scalpers’ operational and strategic management, with the aim of accelerating its international growth and cementing its position as one of the leading brands in the affordable premium segment.

This newly created role reflects the organisation’s natural evolution and professionalisation, enabling the chairman and executive leadership to focus on the overarching strategic priorities of expansion and corporate development.

Gutiérrez began his career in the fashion industry in 2012, when he moved to London to work at Pull&Bear (Inditex). A year later, he joined the brand’s headquarters in Ferrol, where he held various roles within the digital division.

In 2019, he joined Scalpers to lead e-commerce and marketing, taking on the dual role of chief digital officer (CDO) and chief marketing officer (CMO). Since his arrival, he has become one of the main drivers of the brand’s digital transformation and consolidation, the company said.

Under his leadership, the online channel increased its turnover tenfold, from 4.5 million to 45 million euros between 2019 and 2024, and has been established as one of the company’s strategic growth pillars.

The brand’s chairman, Borja Vázquez, emphasised that with this appointment Scalpers reinforces its “commitment to innovation, professionalisation and sustainable growth.” “His leadership and vision will be key to consolidating the project in the coming years,” he said.

This appointment forms part of the implementation of the company’s 2025-2030 strategic plan, designed by Gutiérrez himself and recently approved by the board of directors. This plan sets out the company’s roadmap for the next five years and is structured around three main pillars: elevating and repositioning the brand in the “premium bridge” segment, the growth of the womenswear line as a driver of expansion, and the internationalisation of Scalpers, with a focus on southern Europe and entry into the U.S. market before 2030.

“It is an honour to take on this new responsibility and to be able to lead the future of Scalpers in such an exciting phase. I face this challenge with the conviction that we have a brand with enormous international potential, an exceptional team and a clear vision to continue growing in a sustainable and distinctive way,” said Gutiérrez.