Chiruca presents its new products for 26/27 at its annual trade convention
The Rioja-based brand brings together its national and international sales team and unveils important innovations in footwear and textiles.
Chiruca, a leading brand in footwear and accessories for outdoor activities, held its annual sales convention in Arnedo this week, a strategic meeting that brought together the company’s national and international sales teams.
The convention was led by Fernando Castiella, commercial director of Chiruca, who presented the main guidelines and new features that will mark the collections for the 2026/2027 season, in footwear, textiles and accessories. During the day, the sales team was able to see first-hand the latest innovations in design, materials and technology that the brand will incorporate into its upcoming launches.
In the footwear section, Chiruca announced as its main new feature the introduction of a new sole, developed in-house, which will be used in the manufacture of all its boots. This move reinforces the brand’s commitment to innovation, quality and comprehensive product control, fundamental pillars of its market positioning.
Meanwhile, the hunting clothing line incorporates a particularly significant new feature: the introduction of specific garments for women, a segment that until now had no representation in the Rioja-based company’s clothing catalogue. This expansion responds to market developments and Chiruca’s objective of offering technical solutions adapted to all user profiles.
The convention also featured the participation of the social media agency, which shared the results obtained during the last year and presented the strategic actions planned for the current financial year. Likewise, the brand’s advertising agency presented the upcoming communication campaign, analysing the impact and performance of Chiruca’s new image during 2025 and previewing the creative lines for 2026, in which the ‘Salir’ campaign will continue to play a leading role.
After lunch, the Chiruca team moved to the company’s new facilities, which are due to open imminently. There, Alejandro Abad, deputy director of Calzados Fal, gave a guided tour of the factory, where the first pairs of shoes are expected to be produced in the coming weeks.
With this convention, Chiruca reinforces its commitment to innovation, specialisation and sustainable growth, consolidating its roadmap for the coming seasons and its commitment to industrial and commercial development from Arnedo.