Lolita Moda & MultiSafepay: Fashion built to last, payments built to scale
With nine physical stores and a strong digital footprint across five European countries, Lolita Moda has struck the right balance between tradition and innovation.
Lolita Moda's growth reflects a consistent drive to innovate, a customer-first mindset, and a strong focus on digitization. In this conversation, Pablo shares how the company embraced ecommerce, the role of technology in their strategy and how partnering with MultiSafepay has helped them deliver a smoother, more reliable, and customer-oriented payment experience.
Let’s go.
From local store to cross-border eCommerce
1. Lolita Moda began as a family business in Noia in 1960. How have you stayed true to your roots while evolving into a modern, established company?
Pablo: It all started with my grandmother Lolita, who opened a small village shop in Noia, a town of about 15,000 inhabitants with a strong commercial tradition. Back then, we sold a bit of everything from clothing to home textiles.
Over time, we gradually shifted our focus to fashion and became a multi-brand store. We've been working with Levi’s for more than 40 years, for instance. To this day, we still use that original location as our flagship store. The key to growth without losing our essence has been personalized service, carefully selected brands, and customer care.
That focus on thoughtful innovation has helped us successfully pass the business from one generation to the next.
2. How did you go from a single shop to nine physical locations and an international ecommerce operation?
Pablo: The real turning point came in 2001, when my grandmother Lolita retired and the second generation of the Hermo family took over the business. We started expanding gradually from our original shop in Noia to nearby towns always with one clear goal: strengthening our multi-brand model by bringing in labels like Pepe Jeans, Lacoste, Adidas, and New Balance.
In those early years, before ecommerce really took off in Spain, we focused all our efforts on professionalizing and consolidating our physical retail presence. It wasn’t until 2008, once we had a strong store network in place, that we made the move into online sales, knowing that digitalization would be key to driving future growth.
3. What prompted you to enter ecommerce in 2008, and what factors drove that shift?
Pablo: In 2008, after finishing my studies, I joined the management team of the company, following many years of working as a Levi’s salesperson on weekends.
That same year, the economic crisis hit Galicia hard. We had two options: reduce staff or find new ways to grow. We chose to bet on online sales.
At that time, ecommerce in Spain was just beginning to take off, but it was nothing like what we know today. Brands didn’t provide content or product photos, so we had to create everything from scratch. My wife and I trained ourselves in photography and editing, set up a small home studio, and became our own models to produce the first product images.
Our first year online brought in just €3,000 in sales, but we were convinced digitization was essential to Lolita Moda's future. With patience and persistence, we built an online store that would eventually become a strategic channel for our growth.
Marketplaces are a great way to reach new markets, but our focus has always been on building our own online channel and a strong brand.”
4. When did you start seeing results online, and what role did marketplaces play in your expansion?
Pablo: Shortly after launching our website, we were contacted by a marketplace. At the time, very few people really understood what a marketplace was, but we decided to try it. Since we were already putting in the effort to upload products and create content, it made sense to leverage that work to reach more customers. Gradually, we began to see results.
The real turning point came when Amazon approached us. We became one of the first five fashion sellers in Spain on their platform. It allowed us to grow our catalogue, streamline operations and reinvest in the business.
Later, we joined Amazon’s European programme and started receiving orders from France, Germany, and Italy. We had to adapt our logistics quickly, which was a challenge, but it also opened the door to valuable new markets. That said, while marketplaces brought volume, our focus has always been on building our own direct channel and a strong brand.
MultiSafepay benefits as payment partner
5. How did the opportunity to work with MultiSafepay arise?
Pablo: The opportunity came via MeigaSoft, our trusted technology partner for over 20 years. They recommended MultiSafepay for our payment strategy, and it was the right call from day one.
Before that, our payment setup was fragmented - RedSys for POS, PayPal, card schemes, chargebacks... Each new integration was a hassle, and managing finances across multiple systems was even more. We needed a single platform to streamline it all.
We tested several payment providers, including some well-known international ones, but they all felt too impersonal. With MultiSafepay the integration was quick and seamless. Everything is managed through a single and intuitive dashboard, which has streamlined our operations, simplified financial management, and made day-to-day tasks much more efficient.
And the support has been outstanding - we've worked directly with your technical, commercial, and operations teams at every stage. That blend of proximity and a powerful, stable solution has been vital in simplifying processes, boosting efficiency, and letting us focus on what matters: our customers.
MultiSafepay delivers a robust and stable solution with seamless integration, letting you manage everything from a single and user-friendly dashboard.”
6. So, it wasn’t just about technical capability or payment options, but also about the support MultiSafepay provides?
Pablo: Exactly. When you’re developing a project, you need a partner who invests in it alongside you. MultiSafepay understood our challenges and stood by us whenever issues arose. We didn’t want the typical ticket-and-wait system, especially not having to endure two-day replies. We bet on a direct and human relationship.
So, working with MeigaSoft, we outlined our requirements clearly: a technically solid platform, yes, but also a partner with agile and personal communication. Someone we could talk to when spotting new opportunities, integrating fresh methods, or seeking improvements. That genuine listening and proactive support is what sets MultiSafepay apart.
When you build a project, you need a partner who commits to it with you. MultiSafepay met every expectation.”
7. Since adopting MultiSafepay, what impact have you seen on conversion rates and cart abandonment, especially in your domestic market?
Pablo: The change has been good. By offering advanced payment options and embedded checkout, that let your customers pay directly on your website with no redirections, we’ve elevated our professional image.
Besides, integrating methods that consumers use daily like Bizum, or Cartes Bancaires generates instant confidence.
When customers spot their preferred payment option at checkout, there's no last minute friction - just a fast, familiar experience that keeps carts from being abandoned. A smooth, fast checkout is crucial, and collectively, these enhancements have driven up the conversion rates. In ecommerce, where every click matters, that improvement is really counting.
8. About your international presence, how has localizing checkout with country-specific payment methods influenced customer experience and your daily operations?
Pablo: Internationalization is always challenging. We now operate in Spain, Portugal, France, Italy and Germany, each with a website tailored to local language and consumer habits.
One of the main points that truly transforms the shopping experience is the checkout process. MultiSafepay automatically adapts the payment options to each user’s country. For instance, showing Multibanco in Portugal, or MyBank in Italy.
This level of customization builds immediate trust and familiarity. Customers don't need instructions, they see their usual payment method, instantly feel confident, and move forward. This not only boosts conversion but saves us immense operational effort: we no longer manually configure each payment option or juggle multiple integrations. Everything is automated and perfectly aligned with market expectations, cutting frictions.
The automatic checkout customization by countries builds immediate trust and familiarity among the clients. This saves us immense operational effort and boost conversions”.
Customer experience & growth plans
9. You currently hold a 4.75 rating on Trusted Shops. What do you believe your customers value most about the Lolita Moda shopping experience?
Pablo: Our customers personalized service overall. We can’t match the scale of giants like Amazon or Zalando, but we excel at real, direct help: a shopper needing advice can pick up the phone and speak to someone who knows the product, helps choose size or style, or even arranges express shipping for the next day. They also appreciate our 24-hour delivery promise and the guarantee of genuine, original products. In a market rife with options and potential pitfalls, that human touch and the peace of mind of an attentive team available at a moment’s notice truly stand out.
10. What are Lolita Moda’s key future projects for your physical stores and online channel?
Pablo: One of our most exciting undertakings is an internal mobile app, developed with MeigaSoft and integrated with MultiSafepay. The goal is to generate tickets and process card payments directly from a mobile device in-store, bypassing the traditional till. This streamlines sales, enhances customer service, and tightly integrates our physical and digital operations.
As for store and online expansion, we have no immediate plans to open new locations. Instead, we’re focused on consolidating our presence in existing markets, improving operations, and continuously improving the customer experience.
Automated reconciliation saves us so much time and gives us peace of mind—no more manual closing, no room for error.”
11. Finally, would you recommend MultiSafepay as a payments partner?
Pablo: For sure. Bringing all our payment methods into one platform has transformed our operations, simplified financial management, and turned reconciliation into an automatic breeze. No more manual month-end headaches.
Moreover, MultiSafepay’s close, personalized support means any issue is resolved instantly. Your platform has not only refined our payment processes but also elevated our customers’ experience.
In short, MultiSafepay isn’t just a payment provider. It’s a strategic partner that supports our growth, helping us deliver faster, safer, and more customer-aligned service.
MultiSafepay is a strategic partner that drives our growth, empowering us to offer a faster, safer payment experience tailored to our customers’ expectations.”
At MultiSafepay, we believe that delivering a smooth, secure, and locally adapted payment experience is key to boosting conversion and customer satisfaction. Lolita Moda’s case study shows how efficient integration and close support can truly drive ecommerce growth. If you're looking to streamline your transactions and take your business to the next level, our team is ready to help you.
