Barcelona has great shopping but you may not recognize every brand. So we’ve created a cheat sheet: if you need something specific (a reliable skincare brand, decent activewear, a one-stop electronics shop) and you don’t know where to go, check out the best Spanish alternatives for the American brands, from beauty and basics to activewear and electronics.
Ulta → Primor (Best Ulta Alternative in Spain)
Primor is the closest thing Spain has to Ulta, and the best alternative to Sephora in Barcelona. Barcelona does have Sephora locations, but they tend to be expensive and have a limited selection due to import costs.
Primor carries everything from drugstore staples to luxury beauty brands, often at prices lower than what you’d pay back home. You’ll find brands like:
- CeraVe
- La Roche-Posay
- NYX
- Maybelline
- e.l.f. (at select locations)
- Olaplex
- The Ordinary
- And so much more
Whether you need sunscreen for the beach or you’re restocking your entire skincare routine, Primor should be your first stop for beauty shopping in Barcelona.
Penya Tip: Check out the location in Portal de l’Ángel, which has a wide selection and different themed rooms.
American Eagle → Pull&Bear (Casual Basics Dupe)
Pull&Bear is the Barcelona store that comes closest to American Eagle’s casual, easy basics.
The style is close: relaxed jeans, oversized hoodies, graphic tees, cargos, and everyday basics that won’t break the bank. The vibe leans a little more European and trend-forward, but if American Eagle was a staple in your closet before moving abroad, you’ll find plenty of new favorites here.
It’s also one of the easiest places to shop for affordable clothing while studying or living in Barcelona.
Aritzia → Massimo Dutti (Elevated Wardrobe Staples)
Massimo Dutti’s clean silhouettes, neutral palette, and elevated basics make it a close equivalent to Aritiza.
It’s style is a bit more classic than Aritzia, but you’ll find:
- Linen pieces perfect for Spanish summers
- Tailored trousers
- Neutral basics
- Quality knitwear
- Blazers and workwear
It’s a great place to build an elevated, classic capsule wardrobe, especially if you need stylish, work-appropriate clothing in Barcelona.
Aerie → Oysho (Activewear & Loungewear Dupe)
Oysho is Spain’s answer to Aerie, offering activewear and loungewear with a slightly more athletic edge.
You’ll find:
- Matching workout sets
- Leggings
- Sports bras
- Pajamas
- Cozy loungewear
- Swimwear
The quality is surprisingly good, and the designs are simple, minimal, and easy to mix and match. If you’re planning to join a gym or start Pilates classes while living in Barcelona, Oysho is the place to stock up.
Nordstrom → El Corte Inglés (Plus a Bonus International Food Hall)
El Corte Inglés is the closest thing Spain has to Nordstrom, a one-stop department store with a bonus international food hall.
It’s Spain’s iconic department store chain, and much like Nordstrom, you’ll find multiple floors covering clothing, beauty, home goods, electronics, and more, all under one roof, with both mid-range and higher-end brands represented.
But the real hidden gem for expats is in the basement (or top floor, depending on the location): El Corte Inglés supermarkets are one of the best places in Barcelona to find international and imported foods. If you’re craving ingredients or brands from home that you can’t find at a typical Spanish grocery store, this is often where you’ll finally track them down.
You’ll typically find:
- An international foods aisle with American, British, Asian, and Latin American products
- A gourmet food hall with prepared meals, fresh seafood, and bakery items
- Specialty items for baking, spices, and hard-to-find pantry staples
- A wine and gourmet gift section, great for hosting or bringing something to a dinner party
Penya Tip: If you’re homesick for a specific snack or ingredient, check El Corte Inglés before assuming it’s impossible to find. We’ve put together this helpful guide to help you search for food from home in Barcelona.
Best Buy → MediaMarkt (Electronics & Appliances)
MediaMarkt is Spain’s answer to Best Buy for electronics and appliances. Need a new laptop charger, headphones, or a kitchen appliance? This store has you covered.
It’s a large-format electronics retailer where you’ll find:
- Laptops, tablets, and computer accessories
- TVs and home entertainment setups
- Small and large kitchen appliances
- Phones, headphones, and smart home devices
- Gaming consoles and accessories
Like Best Buy, MediaMarkt is a solid option if you need something in person right away rather than waiting on an online order, and staff can usually help you navigate Spanish plug types, voltage differences, and warranty questions that come up when you’re navigating a new city.
Worth checking too: FNAC. It’s a bit more compact and curated than MediaMarkt, with a stronger focus on tech, cameras, and computers, plus a solid selection of books, music, and video games. FNAC locations tend to be more central and walkable (there’s one right on Plaça de Catalunya), making it a good backup if MediaMarkt doesn’t have what you need or you’d rather browse somewhere smaller.
Bonus: Zara Isn’t the Same Everywhere
Zara in Spain is a different (and better) experience than Zara in the U.S., with larger stores and more inventory.
Yes, Zara exists in the U.S. But shopping at Zara in Spain feels like a completely different store.
Spain is Zara’s home country, which means you’ll typically find:
- Larger stores
- More inventory
- New collections sooner
- Better availability in popular sizes
Penya Tip: Make a separate trip for Zara Home. It’s a standalone concept here, and it doesn’t exist in the US, with genuinely beautiful ceramics, linens, glassware, and kitchen objects at prices that are hard to argue with. If you’re furnishing a flat or looking for a housewarming gift, it should be your first stop.
Shopping Like a Local in Barcelona
One of the most unexpectedly fun parts of living abroad is finding your new favorite places. Instead of trying to recreate your exact shopping routine from home, discover some local options. Chances are, you’ll end up loving stores you never would have found otherwise.
And if you ever find yourself wondering, “What’s the Spanish version of my favorite American store?” there’s usually an answer.
Want to shop smaller brands? Discover them on Penya!
[Explore Barcelona shopping on Penya→] Penya.ai
Frequently Asked Questions
What is the Spanish equivalent of Ulta Beauty?
Primor is the closest match to Ulta in Spain. It stocks both drugstore and luxury beauty brands, like CeraVe, La Roche-Posay, NYX, and The Ordinary, often at lower prices than Sephora locations in Barcelona.
Is Sephora in Barcelona more expensive than in the U.S.?
Yes, generally. Import costs mean Sephora in Barcelona tends to be pricier and carries a smaller selection than U.S. locations, which is why many expats shop at Primor instead.
What store is similar to American Eagle in Barcelona?
Pull&Bear is the closest match, offering relaxed jeans, hoodies, graphic tees, and affordable everyday basics with a slightly more European, trend-forward feel.
Is Massimo Dutti the same as Aritzia?
Not exactly, but they’re comparable. Massimo Dutti offers elevated basics, tailored trousers, and quality knitwear similar to Aritzia, though its overall style leans a bit more classic and workwear-focused.
Where can I buy activewear in Barcelona like Aerie?
Oysho is the go-to for activewear and loungewear in Spain. It offers matching workout sets, leggings, sports bras, and swimwear with a slightly more athletic focus than Aerie.
Is Zara different in Spain than in the United States?
Yes. Since Spain is Zara’s home country, Spanish locations tend to be larger, better stocked, receive new collections sooner, and have better size availability than U.S. stores. Spain also has Zara Home, which isn’t available in the U.S.
Are Spanish clothing and beauty stores cheaper than their American counterparts?
Often, yes, especially for beauty products at Primor and clothing at Pull&Bear, Massimo Dutti, and Oysho, since these are homegrown Spanish brands without the added import costs that drive up prices elsewhere.
What is the best Primor location in Barcelona?
The Portal de l’Ángel location is the one to know. It’s larger than most, with a wide selection and different themed rooms organized by product category — making it much easier to navigate than a standard Primor. It’s also centrally located and easy to get to, which makes it the best first stop if you’re new to shopping there.
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