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Luis BernedaFounder of the Spanish shoe brand Munich
Country:
 Spain |
Content:
- Biography of Luis Berneda
- The Introduction of 'Munich'
- The Rise of the 'Goal' Footwear
- Expansion and Diversification
- Expansion into New Territories
- Achievements and Innovations
- Innovative Website: Munich My Way
- Celebrity Endorsements
Biography of Luis Berneda
Luis Berneda, the founder of the Spanish footwear brand "Munich", laid the foundation for the company 'Berneda' ('Munich'), which now offers a wide range of sports and leisure footwear. He established his company in 1939 in the Catalan city of Sant Boi de Llobregat. Initially, it was named 'Berneda' and produced footwear for rugby, mini-football, handball, boxing, and other sports disciplines.
The Introduction of 'Munich'
In 1953, Luis Berneda's sons, Javier and Francisco, the second generation of the Berneda family, ventured into the market for athletics footwear, becoming pioneers in sports footwear production in Spain. In 1964, the brothers added the distinctive 'X' logo and changed the name from 'Berneda' to 'Munich' to bring a new and original perspective to comfortable and quality products.
The Rise of the 'Goal' Footwear
In the 1970s, as the popularity of mini-football surged in Spain, the 'Munich' brand developed specialized footwear exclusively for sports purposes. In addition to meeting the demand for indoor sports footwear, Munich dedicated significant time and effort to street footwear. The sporty 'Goal' footwear, introduced in 1978, became the brand's flagship product, bringing significant changes to casual style. The 'Goal' footwear, versatile and meticulously designed with an average of 25 components, offered an inexhaustible range of color combinations and materials for each season.
Expansion and Diversification
In 1999, Luis Berneda's grandsons, marketing manager Javier Berneda and financial manager David Berneda, convinced their father and uncle to expand Munich's scope of activities. The diversified company started gaining ground in the street footwear and fashion market, which was previously dominated by Asian manufacturers, particularly China. Munich's sales strategy focused on ready-made products and utilized the same design concepts that made the 'Goal' footwear successful for a new line of fashion accessories. Munich established an outstanding distribution network abroad, particularly in Italy. Sales in other countries currently account for 40% of the overall revenue.
Expansion into New Territories
Munich products are available in almost 300 retail locations in Spain, including leading retail chains. The brand is well-known in Italy, the Netherlands, Portugal, and Japan. Currently, Munich's focus is on expanding into Central and Northern Europe, as well as Russia.
Achievements and Innovations
Munich's sales volumes increased by 173% since 2002, largely due to successful trade within the European Union. Javier Berneda was honored with the "Young Entrepreneur" award in 2008 for his accomplishments. Javier significantly transformed the company, helping it enter the street fashion market while maintaining its unique design and quality standards. Approximately 50% of Munich's products are sold to fashion enthusiasts willing to pay between 120 and 300 euros for a pair of shoes.
Innovative Website: Munich My Way
One of the most innovative directions in the company's activities is the website 'Munich My Way', launched in 2009. This cozy platform allows visitors to create their own custom shoe designs by combining a multitude of colors and textures. Visitors can choose from 333 million possible design variations. Users have the freedom to select any color for each of the nine components of the footwear, including the sole, back, laces, etc. Once an order is processed, the unique pair of shoes goes into production at the factory and is delivered within two weeks.
In addition to customization, the 'Munich My Way' website also offers the option to purchase footwear with different sizes for the left and right shoe. This option is especially sought after by mini-football players who require larger footwear for shooting.
Celebrity Endorsements
The 'Munich' brand has gained popularity among notable personalities such as John Elkann, Ángel Llàcer, Jesús Vázquez, Rafael Amargo, Boris Izaguirre, and Manuel Fuentes.
