Vall, a distinguished family-run travel goods shop in Barcelona's Gràcia district, has marked its centenary, reflecting a remarkable journey from a basketry business to a modern luggage retailer. The shop, known as Vall, Articles de Viatge i Pell, opened in 1923 and now hopes the Ajuntament will install a commemorative plaque at its entrance to acknowledge its long history.
A Century of Adaptation in Gràcia
Ramon Vall and his wife Carme established the business as a basketry shop in 1923. Initially, they manufactured and sold baskets. The second generation, their son Josep Vall, recognised a shift in market demand. He transitioned the business towards travel bags and luggage, moving away from manufacturing as it became less profitable.
This adaptation proved critical for the shop's survival and growth. Esther Vall, who now runs the business with her sister Laura as the fourth generation, explains this evolution. "It is fascinating to see how a shop's history can explain the history of a country," she stated, highlighting the business's responsiveness to social needs.
Reflecting Catalonia's Travel Boom
Travel for pleasure in Catalonia began to flourish in the 1960s. This period saw an influx of foreign currency and tourism, coinciding with the dictatorship's international opening. Josep Vall, the second-generation owner, clearly saw the potential in shifting towards travel accessories.
His foresight led to the shop's focus on items like the popular Tauro brand suitcases, comparable to a modern Samsonite. The third generation, also named Josep Vall, remains closely involved. He expresses great satisfaction in having celebrated the centenary three years ago, a milestone he helped achieve by growing the business to its current three shops.
Expanding and Facing Modern Challenges
Vall expanded its operations in 1999, opening a third shop on Carrer de l'Escorial. The business maintains two other locations on Gran de Gràcia. Today, bags and suitcases remain the most popular products, sold year-round.
The shop also offers a wide range of accessories, including wallets, cardholders, belts, keyrings, umbrellas, and recently, water bottles and sandals. These new additions have proven popular. Tourists often purchase suitcases, either to accommodate new purchases or replace worn luggage.
Serving Generations of Customers
Vall serves a loyal customer base, with many families having bought school backpacks and travel items from them for generations. The shop offers bags priced between €50 and €200, and suitcases between €50 and €300, catering to various budgets.
However, the current owners express scepticism about the future of local commerce in Gràcia. They observe many long-standing businesses closing, replaced by franchises, coffee shops, and generic stores. Despite these challenges, the family remains committed to their legacy.
Looking Ahead for a Gràcia Landmark
The pandemic presented a period of uncertainty for Vall, as it did for many businesses reliant on travel. Fortunately, travel resumed, ensuring the continued need for Vall's services. The family hopes the Barcelona Ajuntament will soon grant the commemorative plaque, officially recognising their century of service to the Gràcia community and Barcelona's residents.
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Originally published by Ara Cat. Read original article.
