Eight stories demonstrate how local commerce in Vitoria-Gasteiz remains vibrant through entrepreneurship and generational succession. The campaign “Keep the city alive. Bring a business to the world,” promoted by the Vitoria-Gasteiz City Council, underscores the importance of the urban commercial fabric, giving a voice to those who have chosen to open or maintain a business in the city.
Among these stories is that of Perfumería Ibarrondo, opened in 1950 and now managed by the third generation. Also, Floristería Munain, where an employee took over the business, and Corre 34, a gourmet product space created by two former classical dancers. Other examples include the game store Hipstería, the fashion boutique Ondea Moda, the Carnicería Beñat harategia, the Panadería pastelería Zubi, and La Caravana del Surf.
“"Having your own business is an adventure, it's a way of life. I like to have freedom and set the guidelines for my own business."
Retail trade is a key sector for Vitoria-Gasteiz's urban economy, not only for its contribution to employment but also as an essential element for the city's economic, social, and environmental sustainability. Each new business opening contributes to bringing life to neighborhoods, providing proximity and fostering a more friendly, sustainable, and cohesive city. According to municipal data, the city has 11,598 street-level businesses, of which 2,716 correspond to retail trade companies.
This campaign is part of the Vitoria-Gasteiz Generational Succession Plan, which includes two other actions. In 2025, a new line of aid for generational succession in commerce was activated, seeking to prevent the closure of viable businesses and promote their continuity. Additionally, a study has been carried out to understand the situation of commercial businesses nearing retirement and to determine measures to facilitate the highest number of successions in local commerce.
The Vitoria-Gasteiz City Council has developed various tools to facilitate entrepreneurship, such as the Commercial Seedbed, the Indartuz Program for advice, aid for the revitalization of available commercial premises, aid for the establishment of commercial companies, the self-employed check, and scholarships for entrepreneurship. These resources are designed to reduce barriers and make entrepreneurial decisions viable, in line with studies that place Álava as one of the most favorable territories for entrepreneurship in the State.
