Tayg's storage drawers are a popular mainstay of Spanish warehouses and garages
The 100-person Valencia manufacturer had built almost no consumer-facing brand awareness after 50 years of selling only through distributors and retailers.
Tayg opened its Temu storefront in September 2025. Six months later, the company reports a faster move toward direct-to-consumer sales.
Consumer demand has changed what Tayg sells best — extendable cable reels, pedal trash cans and toolboxes now outsell its traditional B2B lines.
Tayg is a stalwart of Spanish manufacturing, producing storage products and tools that are a familiar sight in warehouses across the country. Though well-known among business and professional buyers, the company is virtually unknown among retail customers. That changed with Temu, which has put the Valencia-based manufacturer in front of individual shoppers for the first time.
The 100-person company makes nearly all its products in Spain. For years, it only sold through distributors and third-party retailers. In September 2025, Tayg opened a storefront on Temu to sell directly to consumers. Six months on, Tayg is reaching consumers who never knew the brand existed.
"I was really surprised by the trajectory our sales have taken in just a few months," said Pedro Soriano García, 33, director of digital business development at Tayg. "If it continues like this, Temu will surpass all the other channels we're on."
Selling direct to consumers is a different business from selling through distributors. Customer service and post-sale care demand more attention than business accounts, for one. And Tayg's bestsellers on Temu diverge from its usual B2B staples: shoppers are picking up extendable electric cable reels, pedal trash cans and toolboxes.
Tayg is one of a growing number of homegrown manufacturers and producers taking advantage of Temu to sell online to shoppers across Europe. Temu launched its local seller program in Spain in 2024, and it is now available in more than 30 markets globally.
Another Spanish company, Don Ibérico SL, a fourth-generation ham producer, joined Temu to reach consumers across Europe. Both companies have well-established domestic production but lacked a direct cost-effective route to the consumers buying their products.
Like Don Ibérico, Tayg is reaching customers beyond Spain. This year, it expects international sales to exceed 20 percent of total revenue, primarily from buyers in France, Italy and Germany.
Temu's network of cross-border fulfillment partners gives local companies access to European consumers without building their own international shipping operations. They may tap onto the platform's existing partnerships with over 150 logistics providers in Europe, benefiting from the economies of scale created by Temu's aggregated volume.
The new consumer visibility is reshaping how Tayg thinks about growth. "By presenting the brand to more end consumers, our goal is to make the brand known through Temu," Soriano García said.