Mixing Tradition with Growth: How Mixer&Pack Plans Global Expansion by 2028
2025 Has Been a Strong Year for Mixer&Pack, with Ambitious Growth Plans Ahead
"Fiscal year 2025 has been a good one—it started off slow in the first two or three months, much like the rest of the industry, but rebounded strongly in the second half," explains Javier Aguilera, CEO of Mixer&Pack, in an interview with Modaes. Looking ahead, he reveals that over the next three years, the company plans to make "a major investment to sustain growth" alongside "geographic commercial expansion," with the American market at the heart of its strategy.
"We already have a strong presence in South America but are less established in North America. We have limited market share in Mexico, the United States, and Canada, and that's where we want to focus," Aguilera states. "Without neglecting Europe," he adds. On this point, the executive clarifies that the goal is to "build a healthier client portfolio," not necessarily a larger one. "We have some very high-value clients who generate a significant portion of our revenue, alongside a broad base of smaller accounts," he explains. "Our priority isn't just to increase numbers but to attract clients with greater potential."
Currently, the company works with over 60 businesses and manages around 1,300 fragrance and home scent references. While Mixer&Pack is primarily based in Europe, Aguilera notes that its clients operate globally. "Through them, we achieve international reach of up to 80%," he asserts.
The company's 20,000-square-meter factory, located alongside its headquarters in Guadalajara, still has the capacity to absorb the projected production growth for the next decade or more. Mixer&Pack employs 600 people.
The firm handles nearly every link in its value chain—except logistics, which is outsourced. "We develop our clients' fragrance concepts from the ground up, collaborating with the world's leading essence suppliers, and prepare them for sale in any market," Aguilera says. Mixer&Pack does not have its own brand; instead, it operates on a B2B model. Though it does not disclose names, the company confirms it manufactures for "major retailers, fashion brands, and luxury houses of all kinds."
Mixer&Pack remains entirely family-owned by the Gómez Loeches dynasty, now in its second generation.
Founded in 1994 by Rodolfo Gómez de Vargas and Gregoria Loeches, the company is still fully controlled by their children: Celso, Agustín, Rodolfo, Gregorio, and Carolina Gómez Loeches. Javier Aguilera, meanwhile, joined Mixer&Pack in 2024, succeeding Juan Mediavilla, who served as CEO for seven years.
Since taking the helm, Aguilera has championed the company's strategic vision. "The board asked me to design the future of Mixer&Pack," he recalls. "The company was growing steadily, but there comes a point when businesses stop expanding—we wanted to prevent that." He also highlights the company's progress, noting that just eight years ago, its revenue stood at just €10 million.
Finally, Aguilera offers an overview of the fragrance sector, which he describes as "growing globally, but unevenly." The mid-to-high-end segment is advancing faster than the mass market, which remains the foundation but is "holding steady rather than surging." He observes: "Companies across the board are finding that adding a fragrance line directly boosts their revenue."
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