Mercadona

Mercadona was founded in 1977 in Tavernes Blanques, near Valencia, by Francisco Roig Ballester and his wife Trinidad Alfonso Mocholí as a small butcher's shop under the Cárnicas Roig group. Their son Juan Roig took over in 1981 and transformed it into Spain's largest supermarket chain, now operating over 1,600 stores and holding roughly a quarter of the country's grocery market share. It is, by any measure, an institution of Spanish daily life rather than a fragrance house in the conventional sense. Mercadona's perfumery presence comes entirely through its in-house label Deliplus, a brand offering cosmetics, skincare, and fragrances at price points that begin well below five euros per bottle. The Deliplus range has acquired a devoted cult following in Spain—and increasing attention elsewhere—precisely because its compositions offer remarkable structural similarity to well-known designer benchmarks. The Como Tú line of outright interpretive scents retails for around seven euros per hundred millilitres, making luxury fragrance accessible to almost any budget. For the fragrance enthusiast, Mercadona occupies a category unto itself: a grocery retailer whose own-brand scent programme has become a genuine subculture topic, discussed in the same forums as independent niche houses at a price delta of several hundred percent. The Deliplus phenomenon is as much a sociological story about democratised taste as it is about perfumery.