After landing in Getafe just barely three months ago, the brand shows again its commitment to the region of Madrid with El Sabio Dreyma, which makes its 12th shop in Spain.

Ordes (A Coruña) 21 October 2021.- Hardware shop chain El Sabio continues with its ambitious national expansion plan and extends its presence in Madrid with El Sabio Dreyma. The shop, located in the municipality of Villaconejos, becomes the 12th shop of the brand in Spain and the second in the Autonomous Community of Madrid, following the opening of El Sabio Getafe last July.

At El Sabio Dreyma customers will find modern and spacious showrooms, 400 m2 showcasing hardware products for the orchard and the garden. At the helm of the business are brothers Luis and Javier Cristóbal, who perfect fit the profile the company has been looking for since its start: good old ironmongers with an extensive knowledge of the products providing an impeccable customer service. “People come looking for solutions and solutions is what we give them”, explains Luis Cristóbal.

With an extremely wide variety of products – the common thread in all El Sabio shops – the Villaconejos shop has specialized in the sale and repair of garden machinery. Its target market does not fit any specific characteristics. It is extremely varied: from individuals or professional users to public bodies like the Instituto Madrileño de Investigación y Desarrollo Rural, Agrario y Alimentario (Imidra), of the Comunidad de Madrid. They all avail themselves of the experience of El Sabio Dreyma.

“Our aim is to grow and to achieve it we believe that there is no better ally than El Sabio”, explains Luis, who adds that the shop has doubled its surface to provide the best possible service to a new type of customer, who is more demanding and informed but has been little or poorly advised: “Buying habits have changed a lot and we are different from large retail stores in that we are experts and provide help”, he explains.

Trabajadores de la tienda de El Sabio en Fisela

The expansion continues

El Sabio Dreyma is part of an ambitious expansion plan that began barely a year ago with the opening in 2020 of the first brick-and-mortar shops of El Sabio in A Coruña. Today, the brand is present in seven autonomous communities: Galicia, Asturias, Extremadura, Castilla-La Mancha, Comunidad de Madrid, Aragón and Andalucía and has a total of twelve shops: Agrosilva and A Botica do Agro (A Coruña), Saínza (Ourense), Roces Belón (Langreo, Asturias), Ferrex and Antonio Mena (Badajoz), Cherjos (Puebla de Almoradiel, Toledo), Getafe (Getafe, Madrid), Mascoticas (Zaragoza), Fidela (Sariñena, Huesca), Comercial Pineda (Fines, Almería) and Dreyma (Villaconejos, Madrid). The last three have opened in the last month.

The operation is part of an innovative business strategy driven by Galician group Internaco, which wishes to promote the model of traditional ironmonger’s shops by transforming the business into new purchasing experiences and establishing a strong network of locally involved shops to compete unashamedly in the 21th century, overrun by the depersonalization of multinationals.

Offering consumers quality but without losing sight of what matters, customers, is a priority of the brand, which is committed to the local as opposed to the global and which stands out for offering a different, omnichannel buying experience.

El Sabio has its own brands: Orework for non-powered tools and Kuril for powered tools, as well as other top brands. Its latest operations include an exclusive sales agreement with Ryobi and the purchase of Ferreglobal, the distributor in Spain and Portugal for the tool brand Truper and its associate brands. While the expansion process of the brick-and-mortar shops is underway, El Sabio makes all the expertise of local ironmongers available to its customers in its website at

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