What Colombian Brand Agua by Agua Bendita Is Planning Next 

When Colombian-based brand Agua Bendita emerged on the scene in 2003, cofounders and creative directors Mariana Hinestroza and Catalina Álvarez made swimsuits with leftover fabrics from a local clothing factory in their hometown in Medellin and used Hinestroza’s grandmother’s sewing machines. Through the creativity of Agua Bendita’s cofounders and their partnership with local artisans, the company’s growth led to the establishment of their first luxury collection, Agua by Agua Bendita, in 2018. 

To date, the luxury fashion label’s website, which launched in October 2021, has had more than 2 million visitors and the brand has sold its hand-embroidered designs to more than 70 countries (Brazil, Mexico, the U.S., U.K., Japan, China, Italy and Germany to name a few). It has also had some high-profile collaborations, including Gucci Vault’s Summer Capsule called “The Impossible Garden” last summer, and launched the Ciclos program in 2023, a resale program only available in the U.S.

Agua by Agua Bendita has been focused on global growth through an omnichannel approach. Besides selling to retailers such as Net-a-porter, Moda Operandi, Mytheresa and Bergdorf Goodman (20 percent of total sales take place online), it entered the U.S. through the launch of a U.S.-only website in 2023 — since the country accounts for 35 percent of e-commerce sales — and opened its latest store that year, in Cartagena (Agua by AB has three stores in Colombia and a warehouse in Miami to offer logistics). It has also recently expanded into Dallas with the brand’s first pop-up, which initially was set to close in March but was extended through June due to its success.

“At the beginning of the international expansion we selected some special partners [retailers] that could curate our brand, and we were chosen by them too. They helped us to show Agua to the most demanding clients in the world,” Agua by Agua Bendita’s chief executive Esteban González told WWD.

Álvarez said that in terms of design and vision, one of the main challenges her brand faced in preparing for international expansion was maintaining its identity while appealing to diverse markets. “Our designs are deeply inspired by Latin American biodiversity and culture, with botanical prints being a core element of our DNA. Despite challenges, our commitment to quality, craftsmanship and celebrating Latin American culture has resonated with customers, leading to increased recognition and success as we expanded internationally.” 

Although Agua Bendita’s CEO declined to provide its annual revenue and profit, González confirmed the company closed the 2023 fiscal year with a “30 percent increase in sales; 40 percent online, and in the U.S. market, 50 percent on the e-commerce platform.” 

“2023 was an amazing year. We strengthened our relationships with key clients, enhanced our portfolio, and launched our collaboration with Gucci Vault, which makes us feel very proud,” González added. While the main Agua Bendita line starts as low as $60 for a hat, the higher end Agua by Agua Bendita collection can go up to $900 and more for a patterned dress.

Due to the success of its first pop-up in Texas and the brand pursuing continued growth within its direct-to-consumer approach as a core objective, González confirmed the Colombian label will continue its store expansion in 2024, with an additional three units opening. “In 2024, we plan to open two or three Agua stores. One of them in Colombia and the other ones in the U.S. during the summer.” 

In addition, Agua by Agua Bendita seeks to strengthen its online channel and continue to grow with their wholesale partners and tell the story of artisans in Latin America through pieces that require up to 200 hours of handwork. 

Looking ahead, 2024 and 2025 seem to be transition years for the luxury brand. “We are working very hard on new categories, improving our silhouettes and keep being an exclusive and desirable brand. We are still a young brand and it is mandatory to put all the efforts in giving our community of users what they dream and make them feel unique. We still have a lot to do regarding our presence in the Middle East and to conquer the brick-and-mortar space in Europe and the U.S.,” González said.

For their spring 2024 collection titled “Alma,” Hinestroza and Álvarez drew inspiration from a woman who stands out as a cultural adventurer. Both describe it to WWD as a “unique collection that features exquisite garments in a dreamy color palette that alludes to the ever-changing hues of desert landscapes. This season’s pieces showcase beautiful hand-drawn prints of gems, jewels, silver adornments, and flowers resembling unique jewelry.” 

“We have two important collaborations for this year and the middle of next year, some categories that we haven’t explored, and we are sure they will be a success,” Hinestroza said, declining to provide details.