Enquirer Consulting Group

Reachable Buyer Map

Prepared for Marc Marti · Velamen · August 2026
One product family, two markets that behave nothing alike. Retail buys a consumer story with a season attached. Contract and health care buy durability, wash cycles and a tender date. This map is the outside view of both across Spain, Portugal and the neighboring European markets: who signs inside each segment, roughly how many companies sit there, and where the reach is thinnest.
Specialist bedding and furniture retail
The segment where the product story does most of the selling. Multi store specialists across Spain and Portugal, where the assortment is set by one buyer who owns the category and rarely changes it mid season.
Who signs: buying director, category buyer for bed and bath, purchasing manager, and at independent groups the owner.
1,500 to 2,500
multi store bedding, mattress and furniture retailers across Spain and Portugal
Department stores and home textile chains
The larger European accounts, where own brand programs sit alongside branded ranges and the sourcing seat is separate from the commercial one. Slower to open and much harder to lose once opened.
Who signs: head of buying for home textiles, category manager, private label sourcing lead, quality and compliance manager.
700 to 1,200
multi store home retail and department store groups across Spain, France, Italy, Germany and Portugal
Hotel groups and hospitality supply
A different product argument entirely. Protection here is bought on wash cycles, replacement rates and how a mattress survives four years, not on how it feels in a showroom. Decisions are made centrally and renewed on a schedule.
Who signs: group procurement director, rooms or housekeeping director, central purchasing manager, and the account manager at contract distributors.
700 to 1,200
hotel groups operating three or more properties across Spain and Portugal, plus the contract suppliers serving them
Senior living and health care
The segment where protection is a clinical argument rather than a comfort one, because incontinence, allergen control and infection prevention are written into the buying criteria. Long approvals, tender dates, and recurring volume once qualified.
Who signs: procurement manager, facility director, head of nursing, infection prevention lead, and the buying group above a chain.
4,500 to 5,500
senior living facilities in Spain, plus roughly 750 to 900 hospitals and clinical sites
Online home retail and marketplaces
Defined by how they sell rather than what they sell, so this group cuts across every segment above. No shelf, no season, and a buying decision that turns on content and data as much as on the product. Nothing public enumerates these sellers cleanly.
Who signs: category manager, head of buying, private label lead, marketplace account manager.
No clean public register
identified by seller and by category rather than counted
Export distributors and importers
The layer that carries a Spanish manufacturer into markets where a direct retail relationship is not realistic. Valuable and slow to find, because distribution is a private arrangement and no register records who carries what.
Who signs: managing director, category or product manager, purchasing lead.
No clean public register
reached by name and by market, one company at a time

Where the openings are

1
Your retail buyer and your contract buyer never meet. One buys a consumer story with a season attached to it. The other buys durability, wash cycles and a tender date. They read different publications, attend different events and answer to different numbers. One channel almost always reaches one of them and calls it the market.
2
Own brand programs run on a calendar, and the calendar is knowable. Sourcing seats at the larger retail groups set ranges months ahead. Being in front of that person before the window opens is most of the outcome, and it is a scheduling problem rather than a relationship problem.
3
Health and senior care is the segment lists under work. It is large, it buys on criteria that suit protection products, and it is reached by name and by tender date rather than by trade fair. Anyone selling it needs a different argument and a different list, which is precisely why it stays open.
4
Buyers turn over, and a new buyer reopens the roster. Category buyers move often in retail, and a new one almost always revisits the supplier list. A channel built on named roles catches that moment. A channel built on fairs and existing accounts hears about it a season late.
Built from public market data, counts banded deliberately. The bands are assembled from company registers, sector directories and published facility counts across the markets named, and they are wide on purpose. They describe established companies with payroll rather than the whole market, and distribution arrangements are private, so that layer is described rather than counted. It describes the market rather than your business, and there is nothing to buy at the end of it.
ENQUIRER CONSULTING GROUP
enquirerconsulting.com