Thinking Mu, a sustainable fashion brand founded in 2008, has set an ambitious sales target of €20 million by the end of 2024. The brand’s focus on sustainability was groundbreaking when it was established during the economic crisis by Pepe Barguñó and Miquel Castells. Now, with the climate crisis gaining more attention and sustainability becoming increasingly important in the textile sector, Thinking Mu is embarking on an expansion plan.

To sustain its growth, Thinking Mu recognized the need to add a financial profile to its team in 2019. They hired Cinthia Miralles, who previously worked as a financial manager at Desigual, as their general manager. Under Cinthia’s leadership, the company underwent several key changes, including acquiring a 35% stake from two other partners.

Thinking Mu has also brought in talent from other well-known fashion companies. Eri Velázquez joined in late 2020 to lead the brand’s commercial management, while María Muntaner took over the marketing department in 2022. The most notable addition to the team was David Meire, co-owner of Hurley in Europe and former executive of Desigual and Nike, who serves as an advisor for strategic and commercial matters, and also owns a portion of the company’s shares.

With its revamped team and organizational structure, Thinking Mu is now focused on executing its expansion plan. Despite setbacks caused by the pandemic, the company opened its first store on Madrazo Street in Barcelona. This small store serves as a testing ground for the brand to experiment with different store concepts, customer offerings, window displays, and management strategies. Thinking Mu plans to open a second store in Barcelona and is exploring partnerships with department stores like Galeries Lafayette.

While wholesale currently accounts for 80% of their sales, Thinking Mu is also dedicated to their multi-brand retail partners. They currently have 450 points-of-sale in different countries, with their main markets being France, Germany, Switzerland, and the United Kingdom. Thinking Mu is also expanding its market share in Scandinavia, the Netherlands, Korea, Japan, Israel, and the United States.

In addition to their retail channels, Thinking Mu is also focusing on their online channel, which currently accounts for 18% of their sales. With these strategies in place, the brand aims to achieve a turnover of 6 million euros by the end of 2021, an increase from 4.2 million in the previous year. Their medium-term goal is to triple their sales and reach 20 million euros within two years.

Beyond being a sustainable company, Thinking Mu aspires to be a regenerative company. The founders believe that sustainability will evolve into a concept of the past and that companies must strive for zero impact. They are actively observing processes and exploring how a textile company can become regenerative, pushing beyond sustainability to minimize environmental impact.

Thinking Mu’s journey from a small sustainable fashion brand to a potential multimillion-euro company is a testament to its pioneering spirit and dedication to making a positive impact in the fashion industry. With their expansion plan underway and a strong team supporting their vision, Thinking Mu is well-positioned to achieve its ambitious goals and pave the way for a more regenerative and sustainable future in fashion.

Useful links:
Thinking Mu Official Website
Vogue Article on Thinking Mu’s First Store in Barcelona