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Discovering Héctor Pla and Oriol Ripoll, Founders of Decántalo
What are two technologists doing selling wine? That is the first question that springs to mind when you meet Héctor Pla and Oriol Ripoll. Yet, after knowing each other for 20 years, one realises that life takes unexpected turns... and that wine, somehow, was destined to cross their path.
A carousel of emotions still gleams in their eyes as they reflect on their venture as proud parents of their brainchild: Decántalo. They reminisce about its inception, its development, its ongoing growth... and with that positive uncertainty that always propels them to take another step forward under their mantra: "Let's go... and we'll see."
1. Opposites Attract
Héctor and Oriol could not be more different. And precisely because of that, they work well together.
Héctor is methodical and precise —I'm more German— as he puts it, while Oriol is a high-speed train that never stops.
They don't always agree, nor do their methods align, but there is something that binds them: they never back down from any challenge. They are driven by learning, improving, and progressing, and in that, nothing can stop them. This constant motivation has been the driving force behind Decántalo from the very beginning.
2. "Let's Go... and We'll See"
Decántalo was born without a manual, without metrics, and without certainties. Literally.
—We are not academics. We are from the pre-Google era. Everything we know, we learned by working —they say.
They started by trying everything: electronic music in mp3, then olive oil, then ham... always with a clear vision: to sell outside Spain, because the housing crisis at home made everything impossible.
Until the idea of selling wine emerged. Red wine, perfect for reliving those holidays in Spain. It was, without a doubt, the ideal product to cross borders.
It wasn't madness; it was pure intuition. It was a time before modern e-commerce, without data or precedents. Everything was done by trial and error. There was only one certainty: if there is a crisis in Spain, there will be opportunities abroad.
For this reason, from day one, they were clear that Decántalo had to be international. The first website was launched in four languages: French, English, German, and Spanish. Without investment, without capital... everything contrary to any other business.
But the truly magical thing was that they began selling a product that seemed impossible to sell online. At the beginning of the 21st century, e-commerce existed, but no one used it... and even less so when it came to wine. For many, it was even sacrilege. And yet, they made it work.
3. The Turning Point: COVID
And then COVID arrived. And everything changed.
The pandemic not only tested the business, it accelerated it. Traffic surged, the warehouse became a pressure cooker. But above all, it changed buying habits. The online channel ceased to be the plan B.
Online wine sales became established. The consumer, who previously went to their trusted wine shop, was forced to try the online store. And the surprise was immense: it arrived conveniently, in perfect condition, with a very extensive selection and at a good price.
4. Over 10,000 Wines from Around the World
If there is something that makes Decántalo unique, it is its infinite catalogue. More than 10,000 wines, sparkling wines, and spirits from around the world, carefully selected, so that each customer finds their perfect bottle.
And although after COVID Héctor and Oriol thought that growth would slow down after doubling revenue during the lockdown, to their surprise, it not only didn't slow down, but it continued to grow.
It was in this context that the merger with Le Petit Ballon occurred, a pioneering project in wine subscription sales in France, whose union propelled Decántalo to take a decisive leap: from a small independent company to a professionalised company, with advanced technology and new facilities.
—We are not driven solely by the result. We are driven by the project itself —they say—. That excitement of waking up every day eager to advance, innovate, and provide the best service is what keeps the story of Decántalo alive... and, best of all, there is still much to be written.
