Spanish Lifestyle Brand Goes All-In: 100% Equity Tokenization Play Shakes Traditional Finance

Barcelona-based retail disruptor bets the house on blockchain—converting every last share into digital tokens. No paper trails, no middlemen—just a radical transparency experiment that’ll either revolutionize cap tables or become a masterclass in vaporware valuation.

Wall Street suits scoff while DeFi degens cheer. Either way, the move exposes how archaic stock certificates look in 2025—like fax machines at a hackathon.

BeToken: A New Paradigm for Tokenization

Beself Brands, a Spanish lifestyle company, doesn’t have an especially long history with the crypto industry. However, it credits favorable regulatory developments for its ambitious new developments. According to a press release, the company is using BeToken to make an audacious debut, using tokenization to put 100% of its shares on the blockchain:

“With this structure, we elimate many traditional barriers, both geographical and economic. A small investor from anywhere in the world can become a shareholder, without the need for large intermediaries or complex procedures,” claimed Albert Prat, founder of Beself Brands.

Thanks to this tokenization plan, Beself will be treating every individual BeToken with the same economic and governance rights as a single traditional share.

A 2023 legal change allows Spanish firms to offer digital assets with real financial backing, and Beself wants to use this to practically put its entire public holdings on the blockchain.

A giant step forward for BeToken!
Our audited Whitepaper and the official One-Pager are now available.

This milestone marks the beginning of a new stage for Beself Brands, a company with more than 17 years of experience that is now making the leap into real, regulated… pic.twitter.com/yKnZQuKVUr

Despite some optimistic language, it doesn’t look like BeToken’s tokenization plan has achieved full government cooperation yet. It mentions two rollout phases, the first of which is “subject to a favorable resolution of the regulatory process.”

Beself didn’t offer any other details about this period. The second phase, projected in September, will see the sale of 2.9 million tokenized shares.

Although Beself hasn’t had any direct experience with blockchains or tokenization, it didn’t cast BeToken as a whim or cynical money grab.

The firm boasted of its years of experience in e-commerce, and said tokenized shares were a logical next step. Prat claimed that an IPO can be resource-intensive for firms like his, whereas crypto-based alternatives lower barriers to access.

Still, there are a few outstanding questions. The firm’s social media announcement mentioned €100 million in turnover as a “moderate scenario,” but its meaning isn’t quite clear.

Beself also alludes to 10% annual dividends for buyers who hold BeToken for over a year. Still, if its ambitious plan works, it could offer a powerful new Web3 use case for IPO launches.