Just 10% of Barcelona's shops pre-date 1979, with the average establishment being 19.7 years old. Against this backdrop, Forn Giralt in Eix Maragall is celebrating a century of business this year.
Jaume Fernández Giralt, the third-generation owner, will retire next March after securing a cooperative succession plan for the artisan bakery. His story reflects the traditional neighbourhood shop, coexisting with new business models. Entrepreneurs like Sandra González in Horta and Sylvie Layal in Raval represent a new wave, with a quarter of Barcelona's shop owners now being foreign nationals.
These three shopkeepers from different generations shared their thoughts on the challenges and opportunities for Barcelona's retail sector, as the city holds the title of European Capital of Local Commerce this year.
A Century of Bread and Business
Jaume Fernández Giralt, whose family has been baking for generations, describes his approach as both classic and 'atypical'. "After so many years, you see that either you give the public everything they ask for, at the cost of going crazy or hiring a lot of staff, or you set limits, as I have done," he explained. Forn Giralt closes at midday and on Sundays. Some of its specialities, such as the 'llonguet' named Best in Catalonia five years ago, are only available on certain days.
He wakes at 4am to ensure the small production that allows him to live comfortably, without becoming rich, but also pursuing passions like skiing. After half a century behind the counter, he offers a sharp analysis of the sector. Decades ago, his small street, Ruiz del Padrón, hosted all types of shops and services. Now, only his bakery and a couple of workshops remain. "Commerce is concentrated on Passeig Maragall; as soon as one shop closes there, another opens," he noted, indicating that main thoroughfares are the commercial hubs, while side streets lose activity.
Customers travel specifically for Forn Giralt's bread, pastries, and cakes. Three years ago, the bakery hired a professional who will now take over, forming a cooperative with the two shop assistants. Jaume will remain involved in purchasing, and his wife in accounting. Living above the shop has helped maintain the schedule, allowing for a short siesta after lunch.
Jaume's career was not initially vocational. In the 1970s, during a crisis, he naturally continued the family baking tradition. "I was born on a Saturday at three in the afternoon, and my mother had been selling bread until one," he recalled. His daughters currently do not plan to continue the business.
He is critical of the current sector, noting that 50 years ago there were 650 guild members, compared to just 165 ovens today. He believes that regulations are not enforced, leading to the widespread sale of low-quality bread. However, he also criticises those who advocate for neighbourhood shops without actively supporting them. "Local commerce is defended by going shopping; the neighbourhood must be a client, if everyone goes to the supermarket for bread, the ovens will disappear," he stated.
New Beginnings in Horta
While Jaume's shop retains machinery from 1951, an oven from 1963, and original tiles and shelves, Sandra González's new venture is the opposite. The 47-year-old entrepreneur brings new energy to the Cor d'Horta area, opening a physical shop after building her business online. Her shop is among the quarter of Barcelona's businesses that have opened since 2020. Horta is a district with high turnover, with an average shop age of 17.1 years.
González worked in tourism for 16 years, holding a senior position at the Atrápalo portal. Tired of constant stress, she started sewing and making bracelets as a hobby. This passion became a self-taught profession when her bags and accessories found an enthusiastic audience. She works with fabric remnants from other workshops, creating limited and original pieces.
An e-commerce expert, she developed the concept for Amà first in a co-working space, then part-time alongside another job to ensure income. Recently, she committed 100% to her business, boosted by a €20,000 municipal grant from Barcelona Activa's 'Amunt Persianes!' programme, designed to revitalise commercial premises. She matched the grant with her own funds and secured a large shop at Baixada de la Plana, 89, at a reasonable price. The area is currently quiet due to construction and the relocation of the municipal market, but is expected to reactivate soon.
Beyond selling her own creations and other artisan brands, from jewellery to accessories, her workshops and activities attract customers from other neighbourhoods. These include sewing and embroidery, or creating natural facial tonics, always led by a specialist. The goal is to teach skills that customers can then use at home. The physical space is important for clients who want to "touch the fabric they choose" for custom orders.
Is opening a shop in a non-central neighbourhood risky today? "It's not easy, anyone who does it must have online support; functioning only with street sales is very complicated," she emphasised. It involves many costs and variables, especially without a prime location. However, at her age, maturity influences priorities. She now works up to 12 hours a day, but in a very different way. Having lived in Gràcia and Sants, she moved to Horta for its schools. "This is like a village; I've become a 'radical' of my neighbourhood. Although many businesses have closed, I wanted to bet on the area, and it's very comfortable to be close to home, even if I work more hours."
Raval's Cultural Cafe
Sylvie Layal Nakle, 33, from Lebanon, also finds it key to live near her work for quality of life and the need to extend working hours when necessary. She has been in Barcelona for a decade, where she studied Art and worked in the cultural and film sectors. Her grandmother pioneered Lebanese gastronomy in Ivory Coast after emigrating, and her father continued this tradition. Layal saw a way to combine her passions for art and catering at Nūn Cafe Cultural on Carrer de Valdonzella, 52, which opened over a year ago. She started the business using her unemployment benefits and a bank loan, obtained with help from Barcelona Activa.
Layal participated in the Glòries trade fair last weekend, which launched activities for Barcelona's European Capital of Local Commerce 2026 celebration. The city's commitment to local commerce aims to support businesses like hers and Forn Giralt, highlighting their importance to the urban fabric. Future initiatives will likely focus on balancing tradition with innovation, and supporting both established and new entrepreneurs in Barcelona's diverse neighbourhoods.
