Why a fashion brand from Spain with a cult following is moving into a Miami mall
Silbon, a Spanish-style clothing brand founded in Córdoba, Spain, with a cult following and more than 150 stores across Europe and Mexico, opened its first United States location at Aventura Mall on Thursday.
The opening joins other holiday season Florida “firsts” for the sprawling mall that include a Google store and the holiday gift store Pop Mart that sells those hot Labubu toy figures for your TikTok-obsessive youngster. These newcomers both opened in November.
Eataly, Rivian, Massimo Dutti, Skims and Jacinta also have made their Florida entry at Aventura Mall in the last year.
Why Miami?
Silbon, which opened in 2009 in Spain in a small showroom in an apartment where the founder’s paternal grandparents once lived, is known for its men’s, women’s and children’s collections. Miami-Dade County was chosen as the gateway for the chain’s expansion across the Americas, founder and CEO Pablo López said in an email interview with the Miami Herald.
“We first chose the city,” he said. “We were all certain that Miami offered the best conditions to lay the foundation for our entry into the U.S. market. It is a vibrant, modern city with a growing economy, and it is currently in the global spotlight — everyone is looking toward Miami.”
There were other lures, too, for the company’s U.S. market entry, López said.
“We were also drawn to the large Latino community, which gives us additional confidence for success since this is an audience that already knows and demands Silbon, both in their home countries and when they visit us in Spain,” López said.
Aventura Mall, in Northeast Miami-Dade, was first choice once López decided on a U.S. debut, he said.
“It is one of the best malls in the country, home to many of the world’s top brands, and visited by millions of national and international tourists,” López said. “We could not ask for a better global showcase.”
The target audience. Men, women and children — even pets, the founder said, “though our most relevant audience is between the ages of 30 and 50, both men and women.”
Silbon’s expansion plans
In Latin America Silbon has eight outlets in Mexico and aims to double that number in 2026. A store in Honduras recently opened. New stores are expected in Panama, Guatemala, Peru and Chile in 2026, too.
In Europe, Silbon’s main market is Spain, with dozens of stores, López said, and there are also locations in France, Portugal and Andorra.
The contemporary fashion store is in expansion mode but at a measured pace, López said, using the expression “piano, piano” —meaning slowly but surely. “Miami has several other very important malls where we would also like to be present.”
He didn’t reveal which of those malls entice but said that “in the United States, the next big step must be New York.”
It will not be easy, he said, “but if you want to be globally relevant, it is a market where you must be.”
This story was originally published December 4, 2025 at 1:49 PM.
