Diego Serrano · Grooow
SerranoBrothers: expanding into three cities with a partner model
Opening up three cities without building three companies.
I founded and ran SerranoBrothers for 25 years. I designed the expansion model —a World Partner Program— that took us into Barcelona, Madrid and London without carrying the overhead of opening our own offices.
Free diagnosis
The project
SerranoBrothers was a design and innovation studio I co-founded with my brother Pedro Serrano in 2000 and ran for 25 years. From Lleida, it went on to work for brands such as BMW Group, LEGO, Nestlé, Adidas and Meliá Hotels, and to operate in Barcelona, Madrid and London.
behance.net/serranobrothersThe challenge
A studio based in Lleida competes in a market dominated by studios from Madrid, Barcelona or abroad. Growing meant finding a path to expansion that didn't depend on opening our own offices, with all the cost structure that implies.
My role — strategy and execution
- I ran the studio for 25 years: strategy, organisation and an in-house team of up to 15 people.
- I designed and executed a World Partner Program: a network of local partners that let us open offices in Barcelona, Madrid and London without taking on the full structure of our own subsidiary.
- I led client acquisition, commercial strategy and contract negotiation with international brands.
- I implemented ERP and CRM systems to sustain the studio's operational growth as it gained scale.
Results
25
years of track record
~€500K
annual revenue
3
offices — Barcelona, Madrid and London — via the World Partner Program
15
people on the in-house team, at peak
The result
SerranoBrothers shows I can design expansion models with limited resources —not just “grow a team”— and keep service quality high while scaling the commercial operation.
Shall we talk about your studio?
45 minutes, free and with no commitment. You come away with your three priorities in writing.
or write to me at info@grooowsystem.com
Prefer to write?
Tell me in a couple of lines and I'll get back to you myself.