How HOFF scaled its treasury operations to support revenue growth from €5m to €65m

A conversation with:

Javier Gayá

CFO de HOFF

In just four years, HOFF grew its revenues tenfold and now distributes over one million pairs of shoes annually across more than 50 countries. To manage this rapid expansion while maintaining control, the finance team automated treasury operations using Embat, integrating bank connectivity with each business unit. This allowed them to make faster, more informed, and strategically aligned decisions.

Headquarters

Elche, España

Sector

Footwear & Fashion

Employees

+300

ERP

Microsoft Dynamics

Before Embat

Treasury operations were fully manual, requiring one full-time team member solely dedicated to routine cash management tasks.

Cash positions were only consolidated several days after month-end, limiting real-time visibility.

Processes were inefficient and unable to match the pace of the company’s international growth.

Difficulty in assigning bank transactions to specific stores, countries, or sales channels.

Bank reconciliations required manually logging into up to 12 separate online banking platforms to collect scattered data.

No automation of transaction categorisation or ability to integrate treasury data into profitability analysis.

With Embat

92% automation of treasury processes, significantly reducing manual intervention and operational risk.
85–90% reduction in operational workload related to treasury management.
Real-time visibility of consolidated multi-bank cash positions, with centralised control across multiple currencies, accounts, and jurisdictions.
Automated categorisation of all bank transactions by business unit, store, channel, country, and cost centre.
Seamless integration with Microsoft Dynamics 365, consolidating financial data automatically.
A scalable treasury model capable of supporting further international expansion without adding headcount or complexity.
Freed-up capacity for the finance team to focus on analysis, forecasting, and strategic liquidity planning.

The customer

HOFF started as a start-up and quickly established itself as an international footwear brand. Its business model combines in-house design, e-commerce, physical retail, and a growing international presence across over 50 markets.

Between 2019 and 2025, revenues increased from €5 million to €65 million, while headcount grew from 20 to over 300 employees. This expansion brought growing financial complexity: more banking relationships, increased foreign currency exposure, higher transaction volumes, and a more demanding multichannel operating structure.

The finance team recognised that manual processes could not scale alongside the business. They sought a solution that would automate treasury management, deliver real-time consolidated cash visibility, and enhance analytical capabilities to support faster decision-making. This led to the implementation of Embat.

“Previously, 100% of one team member's time was spent on manual tasks. Today, with Embat, one person can manage daily treasury in real time, spending only 10–15% of their time on it — freeing up resource for value-added work.” — Javier Gayá, CFO, HOFF

The challenge

‍1. Supporting international expansion without overwhelming treasury operations

The jump from €5 to €65 million in sales led to a significant increase in transaction volumes, banking partners, and multi-currency operations.

2. Shifting from manual work to strategic analysis

The finance team needed to eliminate manual transaction logging and focus on optimisation, cash forecasting, and business-unit level profitability analysis.

3. Centralising multi-bank visibility

With operations in multiple jurisdictions, real-time consolidated visibility of cash was critical, removing reliance on spreadsheets or delayed reporting.

4. Enriching bank data for profitability analytics

Automated mapping of transactions to stores, countries, and channels enabled more granular analysis and enhanced decision-making.

The solution

92% transaction automation

With Embat, HOFF’s bank transactions are automatically classified using custom rules, ensuring traceability by business unit.

Centralised, real-time visibility of group cash

Thanks to Embat’s integration with Microsoft Dynamics 365, the team can instantly access cash positions across more than ten banks, in multiple currencies and countries.

Simplified, context-based reconciliation

Bank transactions are automatically categorised according to the business structure: every fee, receipt or payment is assigned to its corresponding store, country, sales channel and cost centre.

Scalable financial operations ready for growth

Automation has enabled the company to scale without expanding headcount or complexity, allowing the finance team to focus on strategic decision-making and global efficiency.