No business is immune to failure.
Even organizations with access to substantial funds and great talent may fail to survive, especially when hard times hit.
But when challenges arise and outcomes fall short, do you just give up?
Or do you stay resilient and do your best to find ways to rise again and drive success?
RIVA Spain, an all-encompassing lifestyle brand specializing in the manufacture of European luxury hardwood floors, is a success story that not only survived the most difficult times but also achieved international expansion positioning itself as a premium brand within its niche.
Its CEO, Borja Iglesias joins us today to discuss the brand’s greatest challenges, how it survived its toughest times, and how it expanded internationally — providing valuable lessons for many.
Who Is Borja Iglesias?
Borja, a mechanical engineering graduate, became CEO of RIVA Spain after a knee injury ended his semi-pro soccer career and a brief stint in poker. In 2016, he led the family business through a crisis, pivoting to high-end luxury products and using innovative market research and digital marketing to expand internationally.
RIVA Spain expanded from a small workshop in Spain to an international brand whose furniture is featured in over 100 retail stores across the U.S. and Canada, both highly competitive markets.
Borja shares his story and the key tactics that helped the brand achieve success, especially in foreign markets.
He explains that when he joined the family business, the company was navigating the 2016 financial crisis and many employees were struggling.
“I’d grown to have a deep connection with the people I was working with at the factory and was inspired to propose a new venture to my father that I could tackle after my studies — high-end luxury hardwood products.
For my graduation thesis, I took this idea full on, putting together market research, sampling digital marketing and products, and then presented it to my father. I needed to get the funding to make it a reality,” he says.
Interestingly, winning a national poker championship allowed Borja to invest in his luxury market ideas, expand throughout Spain, and enter the U.S. market.
“I moved to the US to start RIVA Spain. I learned so much in this process and keep learning. I took risks, some did not result as expected, but others did.
Our approach to selling based on personal relationships and high-quality products began to gain traction,” he adds.
He highlights that the best thing he did was listen to the market, the sales reps, and the customers. This is what allowed them to create something different.
“I often think of our business as a restaurant, and as someone with a deep appreciation for the culinary space, I see myself as a chef in my industry.
We create experiences for our consumers, we have materials at hand that we create with, and we are smart and hardworking with enormous respect for the ingredients, in this case, wood.
Our pricing strategy is also influenced by restaurants. When you make hard things simple, magic happens, and the pricing structure in our industry has never been simple.
But you know what is? A restaurant menu.
So, we decided to simplify our pricing, thinking of it as a high-end menu with prices laid out simply. Building strong partnerships for our galleries and corners has been essential to our business growth,” he explains.
Borja also says that the brand invested time in finding the right partners to distribute its products because he believes that meaningful relationships with trusted collaborators are the foundation for long-term success, driving both the company and the industry forward.
At RIVA Spain’s galleries and corners, architects, designers, builders, and consumers can experience products firsthand, driving growth for both the company and its partners.
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To all other businesses that would like to take a similar path and expand internationally, Borja advises:
“We often see that brands do not want to lose or sacrifice certain things about their essence when expanding internationally, but changes must be made to work in new markets.
You can keep the heart of your brand, but you have to adapt it to the markets you expand to.”
How RIVA Spain Distinguishes Itself in Today’s Competitive Market
The global luxury interior design market size was valued at $65.64 billion in 2024 and is estimated to reach $113.23 billion by 2031, growing at a CAGR of 7.78%.
North America is the world’s second-largest shareholder in this sector.
With increasing competition driven by changing consumer preferences and economic factors, brands must strategically differentiate themselves to stand out.
How does RIVA Spain set itself apart from its competition today?
By focusing on several key aspects:
1. Purpose-driven brand
RIVA Spain has a meaningful purpose that it is proud of and driven by it — to elevate lifestyle and well-being by bringing people a luxurious connection to nature.
2. Nature-first approach and sustainable sourcing
The brand prioritizes the Earth and eco-friendly practices ensuring its products come from responsibly managed forests that provide environmental benefits.
3. Young, talented team and strategic partnerships
RIVA Spain is building a team of young, ambitious talent and fostering relationships with its partners, the A&D community as well as home builders.
4. Educational marketing
The brand educates its market by establishing the difference between its preferred wood, European White Oak, which is perfect for its quality and durability, positioning itself as a knowledgeable leader in high-end flooring.
5. Commitment to quality in a saturated market
The market is flooded with outdated and counterfeit products, But the brand is using its expertise to challenge the market.
6. Technological innovation
RIVA Spain invests in tools like AI-powered floor plans and renders to enhance customer experience, specifically in large development centers.
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Blending Traditional Craftsmanship with Modern Aesthetics
RIVA Spain is committed to blending tradition with modernity.
Hence, I was curious to hear from Borja about how the brand balances innovation with tradition while scaling the business.
“Our innovation comes mainly from design: By creating our engineered hardwood floors with different colors, the lengths that we offer and by launching new collections and products.
Innovation for us is also in the process and technology we use for our business and partners, what we call the RSP, a system where our partners have access to all relevant information to grow their business,” he explains.
He says that traditional craftsmanship is at the heart of how they process their wood. They honor time-tested methods, such as respecting the natural drying process and allowing the wood to mature and stabilize before moving forward.
“By blending traditional techniques with modern innovations, we deliver a product that stands the test of time, maintaining both quality and sustainability,” he concludes.
The Sustainability Journey of RIVA Spain in the Luxury Market
Sustainability is very important to RIVA Spain and the brand has taken various steps to minimize its environmental impact.
On one hand, the brand’s engineered hardwood floors are crafted from 100% European White Oak known for its durability, longevity, and timeless charm.
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On the other hand, the brand has also partnered with One Tree Planted, a nonprofit organization focused on global reforestation.
Additionally, Borja explains that the RIVA Spain factory is FSC (Forest Stewardship Council) certified to adhere to these standards.
“European oak trees take 180 years to mature, providing a material rich in history and environmental significance.
Harvesting these trees beyond their prime (180-year mark) allows for ethical reforestation and the provision of new trees,” Borja adds.
Other products, such as RIVA Moss, a preserved moss surface product for walls, are a testament to sustainability and innovation in interior design.
“Harvested sustainably from FSC-certified European forests, this authentic, preserved moss undergoes a meticulous preservation process to maintain its vibrant colors and natural softness for over a decade without the need for sunlight or water.
During the preservation process, hydrogen is extracted to prevent rotting, while glycerin is injected to preserve the moss's fluffy appearance.
This method ensures that each piece of RIVA Moss retains its beauty and integrity, offering unparalleled longevity and reliability,” Borja highlights.
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One of RIVA Spain’s latest sustainability initiatives is its collaboration with the University of Miami to create the RIVA Design Studio Course. This exploratory course examines the company’s materials, production processes, and resulting byproducts, helping reduce waste.
“This collaboration is advantageous for all, as it inspires and connects young talents with innovation and helps RIVA Spain become a more sustainable company,” Borja concludes.
The Role of Resilience in RIVA Spain’s Success Story
“We are hardworking and have an enormous respect for the products we create.
We have gone through hard times, and despite the struggles, we have seen our business grow.
During difficult times, we took the time to think of a strategic way to come back stronger than ever,” Borja says.
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“And most importantly, learn from mistakes, as their purpose is to show you how to do things in other ways and to always know that you will surpass the obstacles, and your resilience will lead to success,” he concludes.
His final piece of advice to other businesses is to understand the market, learn from others, and talk to people with more experience than yourself.
RIVA Spain is a success story that proves resilience, innovation, and a commitment to sustainable practices can propel a brand to international success, even in a highly competitive market like the U.S.
