BRANDBOOK
2 ABOUT01US
XAVI BERNEDA Abandoned and in ruins. This is the current state of the factory that saw the early beginnings of what today could well be considered an empire. 1939 marked the end of a dark period and the resurgence of a number of early entrepreneurs, including Lluis Berneda .
“My grandfather decided to start producing sports footwear at a time when many people were forced to go barefoot. It’s an example of how need generates opportunity”. Following the creation of the iconic ‘X’ and the switch to the trade name MUNICH, BERNEDA S.A. became a brand, because, as Xavier Berneda explains, “in today’s world, survival is dependent on being able to build up a brand.” Such is the business of the Berneda family: building up a universe that is all about style, tradition, design, a sense of belonging and evolution. Yet it did not all come about by chance, In the words of Francesc Berneda, Xavier’s father and a member of the second generation of the Berneda family: “If you get up early, go to bed late and work hard, you’re far less likely to fail”.
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FROM SHOEMAKER TO ENTREPRENEUR
The mere fact of being born into a family of shoemakers does not automatically turn you into a shoemaker, and even less an entrepreneur; indeed, it merely gives you the ‘tools’ you need to become one. Yet when a brand is in your genes, it is there for life. Xavier Berneda, owner of MUNICH and CEO of Bern2Run Holding, saw his opportunity and grabbed it.
From an early age, Xavier would spend his days playing among shoe soles and laces, learning his trade from his grandfather, who taught him that the difference lies in staying one step ahead of the rest and being smart enough to surround yourself with a team of skilled professionals. Such were the origins of one of streetwear fashion and sports’ most influential brands. From shoemaker to entrepreneur.
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HISTORY
1939, THE BRAND’S ORIGINS. It all started in 1939 when, following the end of the Spanish Civil War, a small shoemaking firm began production in Sant Boi de Llobregat, a small town just outside Barcelona. A venture that was the result of the enthusiasm and determination of a family of shoemakers dedicated to their craft. The drive and sense of dedication that characterised grandfather Berneda would soon pay off, earning him a leading position in the footwear production sector. The Berneda family began producing footwear in a small factory in Sant Boi de Llobregat. At the time, BERNEDA footwear featured a ‘San Boy’ – using the English term for a saintly looking boy. A clever play on words that enabled them to get round linguistic restrictions, whilst at the same time giving their products a brand image and sense of place. The late 1940s saw the appearance of the first flat football boots and the start of a tradition that would determine the company’s trajectory during the second half of the 20th century.
After a decade of consolidation, BERNEDA opted to specialise in technical sports footwear. The experience gained in the footwear sector encouraged the company to take a decision that would bring with it a clear change of direction for the brand and a move into unknown territory. In 1953 the Berneda brothers ventured into the athletics sector, a strategy that would bring them rapid success, converting them into pioneers in sports shoe production in Spain.
SPECIALISATION IN TECHNICAL SPORTS FOOTWEAR
THE BIRTH OF THE MUNICH BRAND AND LAUNCH OF THE FIRST “X” 1964 was marked by another major change: after considering several names, BERNEDA S.A. decided to become MUNICH. It was also during this decade that the iconic ‘X’ first appeared, the brand’s highly distinctive trademark that would feature on all its sneakers. This piece, positioned on the side, was originally designed to cover the joint between the two parts that made up the shoe. At the time MUNICH was producing 12 pairs a day. As part of its expansion strategy, MUNICH moved production to a new factory in Vilanova de Espoia. This change of location also coincided with the major expansion of its sales structure. By now, production had risen to 300 pairs a day.
HISTORY
The third generation of the Berneda family officially joined the company’s management team. Francesc d’Asís Berneda, together with his sons David and Xavier Berneda, embarked on a new strategy that would bring a change of direction for the brand and the footwear industry.
THE FUTSAL BOOM AND NEW GENERATIONS (1980-90) In the 1980s futsal took off in Spain in a big way, with the country’s players rapidly making a name for themselves in a sport in which they led the world. The Berneda brothers spotted a great business opportunity and grasped the chance to create a model designed especially for futsal. Indeed, their GOAL model was an undoubted masterstroke, consolidating their position as market leaders. Over the years, this model has become MUNICH’s most iconic product.
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MUNICH VENTURES INTO THE FASHION AND STREETWEAR SECTORS (2000)
HISTORY
After years at the cutting edge of the sports sector, the Berneda family, now in its third generation, decided to seize the opportunity to enter the highly competitive world of fashion. The strategy was to adapt its iconic GOAL model to streetwear fashion. MUNICH also expanded onto the international market and set up its own export department. Based on a strategic action plan, whilst remaining true to its hallmark values of design and quality, the firm decided to reposition its collections. Opting for an ultra-trendy style, it revamped the successful GOAL model, taking it off the futsal courts and straight onto the streets. A milestone achievement that marked the “X” brand’s first venture into a new market segment: fashion.MUNICH also expanded into the international market, setting up its exports department. Since then, it has launched a succession of iconic sports footwear models, reflecting the essence of fashion and a unique Carryingcharacter.on from the major success of its streetwear models, following intense R&D efforts and a sharp hike in demand on both the national and international markets, MUNICH decided to bring out a new model that was destined to become one of the brand’s bestsellers: ACROPOL , inspired by Taekwondo shoes. New sneaker styles would follow, further consolidating the company’s presence in the fashion industry with its streetwear range. Each new model featured in the lifestyle catalogue is inspired by the brand’s classic legacy and one of the hallmark styles included in its sportswear range. Prime examples include the ROC and OSAKA models, a take on athletic and cross training shoes respectively.
In 2013, MUNICH embarked on a new venture as part of its determined expansion strategy, creating a new accessories division. Fashion accessories that reflect the brand’s identity and feature eye-catching designs in a product range that includes bags, totes and backpacks, etc., perfect for teaming with its large footwear collection.
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OPENING OF CASA MUNICH, THE FIRST MUNICH STORE 2008 saw the opening of Casa Munich, the first in a steady stream of new MUNICH stores. The MUNICH store concept is based on fabulous unique spaces, designed to offer customers a strong, one-of-a-kind shopping experience. Cool, laid-back settings that associate the brand with a hedonistic, party lifestyle, capable of transmitting a flamboyant and suggestive identity that creates the ideal atmosphere for shoppers. In line with this vision of innovation and design, MUNICH currently has more than 20 own stores located in Barcelona, Seville, Zaragoza, Valencia, Majorca, Andorra and Madrid. Nor must we forget the other distribution channels, which form a key part of MUNICH’s structure and strategy. The MUNICH product rang is on sale in a large number of multibrand stores, and also organises two editions each year of its private sale event “Munich Mer.cat”. Other offline channels include international distributors, more than 10 shop-in-shops (El Corte Inglés department stores), licences and its personalised and cobranding series. As for its online channels, they include the brand’s ecommerce store, flash sale portals and the Munich My Way platform, an innovative initiative that allows customers to design and personalise their choice of footwear, combining colours and textures, offering countless combinations.
HISTORY
CREATION OF THE ACCESSORIES DIVISION
HISTORY
In 2017, a niche was detected in the sports market for more casual lifestyle silhouettes retailed in sports stores. This led to the creation of a new category sold under the trademark STB, a tribute to Sant Boi, the town where the brand was created. This new collection was an immediate success, including top selling models such as DASH PREMIUM, G3 JEANS, 1030, ARROW and MODULAR. In keeping with the ongoing quest for innovation and credibility in major sports, a new padel tennis collection was launched, featuring the SMASH and BLOCK shoes. Models that represented a major technological breakthrough for MUNICH, positioning the brand on a par with other high-end names in the padel tennis MUNICHsector.
continued with its product diversification strategy, adding other sports products to its collections. Its first sportswear sweatshirt and tracksuit collection was launched in 2019, a year that saw an authentic revolution in technology and innovation for high performance athletes. In order to further its commitment and contribution to sports, Munich developed a new collection for field hockey; an innovative range that included its star model, HOOK . The spring-summer 2019 collection included IMPULSE, a new model for indoor handball players, as well as the continuation of its GOALKEEPER and ARQUERO designs for players defending the goalposts.
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LAUNCH OF THE STB AND PADEL COLLECTIONS
THE BRAND TODAY. MUNICH, A LEADING NAME. Jogging pants teamed with high-heel sandals? A pair of sneakers to rock dresses with tulle, sequins or feathers? You’ve got it. Sports footwear and clothing pair to perfection for trendy sporty chic looks, aka ‘athleisure’, proving that comfort, fashion and style do go together. A previously
A vision and philosophy that takes in the latest sports and streetwear trends. Today, even the most high-tech sports attire designed for maximum performance has given in to the irresistible charms of the catwalk as a means of enhancing its visibility. Munich distributes its designs to its own shops as well as multibrand stores, ensuring a wide operations base that covers more than forty countries, including a major presence in Italy, Holland, Russia and Eastern Europe. In Spain, the brand is present in more than 400 multibrand points of sale and operates 21 own stores, as well as shop-in-shops in department stores.
9 undreamt of ultra-cool sporty style combining sports clothing and exclusive fashion designs, which today has become an out-and-out winner every time. More than fashion, this is a lifestyle in which the catwalks at all the major fashion weeks have swapped heels for sneakers. What’s more, leading influencers and athletes, men and women alike, rock their trainers with all kinds of looks, creating outfits that provide endless street style inspiration. In line with its determination to cover both the sports and fashion markets, today MUNICH offers a wide range of footwear styles for adults and children, as well as fashion and lifestyle accessories.
HISTORY
With more than 80 years’ experience in the sector, the third generation of the Berneda family is dedicated to the continued growth of a brand which, whilst remaining true to its roots, also looks to the latest fashion trends to continue creating new collections and adding new models to its existing ones.
MUNICH’s production currently stands at more than 850,000 pairs of sports and fashion sneakers, and the brand continues to use artisanal production methods that add differentiation and distinction to its designs.
1966 19751948 1980 1986 Launch of GOAL – brand’s most iconic model, a milestone in MUNICH’s evolution. The GRESCA model arrives to stay, remaining a firm favourite among professional futsal players right up until the present day. MUNICH registers the X logo. Opening of the new company headquarters in Capellades and the first factory in Vilanova d’Espoia. MUNICH becomes the leader in futsal and sports footwear in Spain. 1984 Mr Berneda begins footwear production in a small workshop in Sant Boi de Llobregat.
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The first patented football boot to feature aluminium studs.
1939 — 1945 TIMELINE
11 TIMELINE
20081998 2017 2013 2020 2000 2020 MUNICH moves into the world of fashion and streetwear. MUNICH begins online sales with its MUNICHSHOP.NET and MUNICHMYWAY Launch of the Field Hockey collection and a model for indoor handball players. First sportswear sweatshirt and tracksuit collection. 2013 2013 The X accessoriesbrand’sdivision is set up.
The family’s 3rd generation takes over the running of MUNICH and creates the BERN2RUN holding.International expansion.Launch of the STB and Padel collections. MUNICH embarks on its first venture into the world of fashion in collaboration with Vialis. MUNICH opens its first retail outlet. Casa Munich becomes the brand’s flagship store.
MUNICH reflects a lifestyle, actions, attitudes and emotions that each person can identify with and can be seen in each of the firms’ products.
The firm is committed to growth and expansion, and is firmly positioned as a leading name in the fashion and sports market. EXPANSION / INNOVATION
MODERNITY / CONTEMPORARY TRENDS
The mix of fashion and craftsmanship is reflected in a contemporary and innovative manner through the brand’s avant-garde designs. Each collection is inspired by the latest trends, featuring original designs in top quality materials that guarantee optimum fits and comfort.
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HIGHLIGHTSBRAND
Tradition, modernity, innovation and character are the four factors that define the authentic essence of MUNICH.
CHARACTER / EXCLUSIVITY
HISTORY / LEGACY
At MUNICH artisanal craftsmanship remains a core concept. The firm’s products, which are made by hand, reflect the traditions of its origins, adding a unique and clearly differentiated character to each sneaker model.
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• The progress and consolidation of its accessories range.
MUNICH has stepped up its export activity in recent years and currently exports its products to more than 30 countries, with international revenue rising by 12% over 2017 figures.
• The booming sneaker market.
Since it was set up in 2017, the firm’s Italian subsidiary has grown by 33%. The intention is to further the brand’s presence on the Italian market, with up to 50% growth. Its fashion range and streetwear sneakers are behind the company’s continued growth. Sales in this category shot up by 30% over the previous year thanks to the booming women’s market. As for the accessories division, which grew by 33%, is enjoying an increasingly consolidated position with each new collection.
2018-2019 PRODUCTION, SALES, EVOLUTION AND EXPORTS. EXPORTS FASHION ACCESORIEAND SPORTS RETAILITALY
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The sports category contributed a 23% rise in company revenue thanks to the creation of the new lifestyle line, sold under the STB trademark, as well as its futsal range and Kids collection. A further factor is the brand’s entry in major retailers such as Oteros, Sprinter, El Corte Inglés, Fútbol Emotion,Retailetc.revenue for the last financial year totalled 11.9 million euros, with own store sales rising by 17% over the 2017 figure. MUNICH currently has 21 stores located in Barcelona, Tarragona, Gerona, Andorra, Madrid, Zaragoza, Malaga and Seville.
MUNICH closed the 2018-2019 financial year with a turnover of 40.5 million euros, a year-on-year rise of almost 16%. This excellent result is attributable to the following factors:
MUNICH reached a record 40 million euro turnover, with a 10.9% growth forecast for 2020.
• The Spanish market.
15 DISTRIBUTION03ANDRETAIL
RETAIL
The MUNICH stor e concept is based on creating fabulous unique spaces, designed to offer customers a strong, one-of-a-kind shopping experience. Cool, laid-back settings that associate the brand with a hedonistic, party lifestyle, capable of transmitting a flamboyant and suggestive identity that creates the ideal atmosphere for shoppers. In line with this vision of innovation and design, MUNICH currently has a large number of stores located in Barcelona, Tarragona, Gerona, Seville, Malaga, Zaragoza, Majorca, Andorra and Madrid, as well as a considerable number of shop-in-shops in El Corte Inglés department stores.
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BARCELONA, TERRASSA CENTRE.
BARCELONA, C.C. L’ILLA DIAGONAL.
BARCELONA, C.C. LA ROCA VILLAGE. GIRONA, GIRONA CENTRE.
BARCELONA, BARCELONA BORN.ANDORRA, ILLA CARLEMANY.
BARCELONA, C.C. THE STYLE OUTLETS. BARCELONA, CAPELLADES CENTRE.
BARCELONA, SANT CUGAT CENTRE.
BARCELONA, C.C. GLÒRIES.
BARCELONA, C.C. SPLAU.
MADRID, C.C. THE STYLE OUTLET LAS ROZAS. TARRAGONA, C.C. PARC CENTRAL.SEVILLA, C.C. THE STYLE OUTLETS. MADRID, C.C. THE STYLE OUTLETS GETAFE. ZARAGOZA, C.C. PUERTO VENECIA. MADRID, C.C. X-MADRID. ZARAGOZA, C.C. ARAGONIA. MALLORCA, C.C. FESTIVAL PARK. MADRID, C.C. THE STYLE OUTLETS SANSE. MÁLAGA, C.C. DESIGNER OUTLET.
19 1 2 6 7 12 13 35 4 17 18 16 14 15 8 9 10 11 19 20 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Barcelona – El Born Barcelona – L’Illa Diagonal Barcelona – La Roca Outlet Barcelona – Glòries Capellades – Munich Lab Cornellà – SPLAU Sant Cugat del Vallès – Centro Terrassa – Centro Viladecans – The Style Outlets Girona –TarragonaCentro–Parc Central Mallorca – Festival Park Outlet Andorra – Illa Carlemany Zaragoza – Puerto Venecia Zaragoza – Aragonia Madrid – Las Rozas Outlet Madrid – X-Madrid San Sebastián de los Reyes – The Style Outlet Sevilla – The Style Outlet Málaga – Designer Outlet
MUNICH is committed to its strategy of expansion and internationalization, and currently exports its products to more than 30 countries around the world. The firm is determined to continue growing and expanding, positioning itself as a leader in the fashion and sport markets.
EXPORTSEXPANSIONAND
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21 1 2 5 3 4 6 7 13 11 8 15 14 17 18 161012 9 29 30 31 32 33 27 28 19 20 21 22 23 24 25 26 U UKSwitzerlandSloveniaSlovakiaRussiaPortugalKazakhstanItalyHungaryHollandGeorgiaFranceEstoniaCroatiaArmeniaGermanyCanadaSA ChinaAustraliaUruguayParaguayPanamáGuatemalaCostaChileBrasilArgentinaRica(Hong Kong) ThailandMalaysiaCoreaJapanIndonesia 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 21 20 22 27 29 28 30 23 31 25 25 24 32 26 EUROPEAMERICANORTH LATAMASIA
PRODUCTSMUNICH04
CATEGORYSPORTS
MUNICH’s story began with the creation of its first sports line and the GRESCA shoe, the first model designed specifically for futsal, earning the brand instant global recognition and an outstanding reputation. Since then, the firm has remained firmly positioned at the forefront of the world’s sport sector. Its product ranges have extended to a large number of additional sports such as handball, boxing, golf, football, padel tennis, running and field hockey. MUNICH’S various divisions enjoy continued and rapid year-on-year growth.
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24 GRESCA Futsal CONTINENTAL Futsal IMPULSE Handball MODULAR STB HOOK Field Hockey OXYGEN Padel PRISMA Futal G3 STB TIGA Futbol
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CATEGORYFASHION
The firm’s fashion division was set up in the year 2000. It was a time when MUNICH embarked on a major strategic venture, revamping its GOAL model, taking it off the futsal pitch and onto the streets. A milestone event than enabled the firm to secure a consolidated position in the fashion sector. Today, MUNICH is a leading fashion footwear brand, offering a wide range of models in its spring-summer and fall-winter collections of footwear and accessories for adults and children.
26 SAPPORO BARRU OSAKA RIPPLE MASSANA
CATEGORYACCESSORIES
As part of its expansion strategy, in 2013 MUNICH embarked on a new venture with the creation of its accessories division. Whilst remaining true to the brand’s identity, work began on designing bags, totes, backpacks, trolleys, luggage, toilet bags and messenger bags, etc., which team to perfection with its extensive footwear collection.
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28 CITY OUTER MISH JUNGLE DAYS TIGA RAINBOW
29 Pijamas Aznar Innova School Copywrite Homewear Euromoda Leather Goods Lugupell Eyewear Optim Swimwear Euromoda Pijamas Euromoda Fragances Saphir Coffeemakers Delonghi Mobile Cases Atlantis International Travel Accessories Joumma Bags Bikes Moma Bikes Smart Marketing Team Wear Fragances Beauty Creators Lab School Munich&MM93 Miquel Rius LICENCES
30 ESTILODEEJES05STYLECONCEPTS
RETROSPORT
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This is the MUNICH’s legacy; the foundations on which the company was created and have been gradually built up since 1939. Not many brands can boast such a long-standing history. One of the brand’s essential ongoing objectives is the quest for the ‘retro’ look, characterised by bold contrasts, clever plays on pure colours including red, blue and yellow, combined with the use of technical sports materials such as nylon or split suede. Our ultra-functional profile defines the all-round style that all types of users will love: rockers, followers of fashion, classic dressers, etc.
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CASUAL
This concept reflects the brand’s handcrafted soul and its long-standing history in the shoemaking trade. Products that reflect the ‘contemporary tradition’ of taking sports items into the more formal, urban realms of city streetwear.
In terms of colour, we will find natural, low saturation tones on leather and cotton featuring impeccable but laid-back finishes and a return to the values of fine materials that can be seen and felt in every detail.
33 GLAM One of MUNICH’s hallmark values, essentially because it is one of the few brands that has consistently included this concept as part of its collection identity. A core part of this identity is reflected in the choice of materials. Neutral tones (black and white; silver and gold) contrast with the eye-catching finishes (shiny and metallised effects, patent leather, sequins, reflective materials, etc.). The intention is basically to create a showy ‘look at me’ effect, seeking to position the product at the centre of attention.
34 FUN The collection’s most playful line. In this case, MUNICH has fun experimenting with unconventional materials, applying quirky prints or any other newly discovered or original finishes. It is the epitome of the brand’s creative capacity and its ability to design gorgeous, one-of-a-kind models that fit in perfectly with the collection, without the need for a long list of rules or directives. When it comes to colours, the concept could be summed up as a kind of ‘collage frenzy’; a crazy mix of colours, touches and textures. The result is an exciting, youthful and cheerful look that is full of fun and very slightly tongue-in-cheek.
MARKETING06 COMUNICATIONAND
36 www.munich.ES FINDmore in WWW.MUNICH.ES 2011 2012 2013 CAMPAIGNS
37 2014 2016 2016 devotion AUTUMN-WINTER 2014-15 COLLECTION more at www.munichsports.com CAMPAIGNS
38 2017 2017 2017 CAMPAIGNS MUNICH.ES
39 EVENTS
40 EVENTS
41 RRSS 313 K23,1 K 92,5 K