Historia 04

1936

During the Civil War the company is collectivized, becoming Santeulalia, without the “a” of Santa, and dedicated to the manufacture of military uniforms for officers. An article in a local newspaper questioned the usefulness of a company dedicated to Haute Couture in the new republican society.

1941

Haute Couture and the sale of fabrics and accessories for women are transferred to the building on Passeig de Gràcia 60. The inauguration of the spectacular store of more than 2,500 square meters has to be delayed a few days due to mourning the death of D. Alfonso XIII in Rome. A few days later the first parade of the prestigious Spanish Haute Couture Cooperative takes place in the dome of the Colosseum theater, with the participation of Santa Eulalia and other large houses in the sector.

Poster from 1929 advertising custom military uniforms.

1944

Tailoring and made to measure shirts and the sale of men's accessories are transferred to 93 Passeig de Gràcia, closing the Boquería street shop, after more than 100 years of presence in the historic city center.

1949

Santa Eulalia opens a store in Tangier. In 1950, the collections that arrive from Barcelona are presented at the Hotel Minzah, enjoying great success among the international colony. The store closes years later due to the political instability in North Africa.

1951

Lorenzo Sans Roig, third generation, becomes part of the Santa Eulalia team.

Lorenzo Sans Roig, third generation and father of Luis Sans, with Miss Cotton in 1960 at the inauguration of the 60 Passeig de Gràcia store.