The Colombian coffee chain’s latest outlet at Spain’s Palma de Mallorca Airport will provide brand exposure to European travellers as it seeks growth across the continent
Colombia’s Juan Valdez has set its sights on further European expansion after opening its first airport store in the region.
The Bogotá-based coffee chain has launched at Palma de Mallorca Airport, the third-busiest airport in Spain and 14th in Europe by passenger numbers. Having a presence at the high-footfall transport hub will give Juan Valdez greater brand exposure among European consumers, especially German, British, Dutch and Italian travellers, who make up the majority of international passengers transiting through Palma.
The store marks the first significant milestone of Juan Valdez’s partnership with Colombian conglomerate Grupo Trinity, after the parties collectively pledged €40m ($43m) in March 2025 to open 140 new stores in Spain by 2032.
“Reaching a European airport for the first time with the Juan Valdez offering and experience is an exciting step that reaffirms our commitment to bringing premium 100% Colombian coffee to every corner of the world,” said Camila Escobar, CEO, Juan Valdez.
Juan Valdez currently operates 630 stores across 18 markets globally – 370 of which are in Colombia. Alongside its nine outlets in Spain, six of which are in Madrid, Juan Valdez also operates 26 stores in Turkey – currently its only presence in the European region.
The coffee chain has long viewed Turkey as a gateway market for planned expansion across the Middle East and North Africa (MENA) region – where it has sites in Kuwait, the UAE, Egypt and Qatar.
In Spain, Juan Valdez sees a similar opportunity to unlock growth in Western Europe.
Speaking at the annual Ibero-American Business Alliance Congress in Seville, Spain, on 11 June 2025, Escobar said Spain would serve as ‘our beachhead for wider European expansion’, but did not disclose any further details.
Alongside Spain and Turkey, Juan Valdez currently has a retail presence in the Netherlands, Germany, Poland and Romania via a range of supermarket and e-commerce partnerships.
Escobar expects Juan Valdez to triple its sales and significantly boost its profitability over the next five years, with international outlet growth also focusing on the US, Mexico and Brazil – countries she described as ‘exponential growth markets’.
Founded by Colombia’s National Federation of Coffee Growers, Juan Valdez takes its namesake from a fictional character designed to represent the archetypal Colombian coffee farmer. The coffee group achieved 9% year-on-year revenue growth in 2024 to reach P 743bn ($160m). Operating profit grew 45%, with net income reaching P 12.4bn ($2.6m).
