Inditex’s Eduard Casabella on Oysho’s Sport Pivot and Growth Through Identity

Inditex defends the identity of its chains and the connection with consumers as the key to future growth, which involves continuing to increase its presence in new markets. “The product is the basis of credibility, but you also have to know how to communicate it,“ said Oysho’s ecommerce director, Eduard Casabella.

This is one of the conclusions drawn during the presentation Ecosistema Inditex: taking advantage of all the opportunities for growth, as part of the fourteenth edition of the Barcelona Fashion Summit, which also included the participation of Eva Busquier, director of branding at Bershka, and José María Ferreras, finance director at Lefties.

Casabella has explained how the proposal led Oysho to become, in 2019, a sports fashion brand. Since then, the company has evolved both in the product and in its communication. Throughout this time, the group’s chain has sought to be close to women “in all its spheres: during the pandemic, at home, and afterwards, in gyms.“

“We are a much more balanced and transversal brand,“ says Busquier about Bershka.

Busquier recalled during the conference that the company’s next steps are to become big in the United States, landing with a first store soon, and with its entry into Brazil, where it will launch its online store and will launch the first in physical format. In this sense, the company has seen in recent years to evolve its offer that, although it focuses on the women’s section, has a men’s proposal that increasingly takes more weight.

“We are a much more balanced and transversal brand,“ she explained. The objective is to renew the store concept and the brand proposal in the markets where they are already so strong, while gaining relevance in France, Germany and the United Kingdom. “There, the focus is on opening new stores,“ the executive explained. “These are markets that are accelerating the growth of online,“ she points out.

Bershka’s head of branding has assured that the proposal’s mission is “to empower young people to find their personal style and express it freely”. In this sense, the company seeks to create a product “connected to the community and its culture”, which includes the latest trends and “pushes” them with their creative teams.

“The online format helps us to know our customer, and we do not consider entering any new market without it,“ says Ferreras about Lefties.

For his part, José María Ferreras (Lefties) explained that the Inditex chain has set as one of its main challenges for 2026 to enter two new markets: France and the United Kingdom. The executive explained the rebranding of Lefties, which seeks to connect with the whole family. He also highlighted the launch of Lefties Home.

“We not only want to be in the closets, but also in the rest of the rooms.“ For Lefties, technology is essential, with an eye on the customer’s shopping experience. It has also placed value on the importance of the digital channel. “The online format helps us to know our customer, and we do not consider entering any new market without it,“ he said.

Barcelona Fashion Summit, the largest professional meeting of the fashion industry in Spain, celebrates today in Barcelona its fourteenth edition, with the sponsorship of Bleckmann, Splio and TikTok, the support of Comerzzia, Mixer&Pack, Moinsa, Nextail and Reveni, as well as the impulse of 080 Barcelona Fashion. Throughout the day, more than five hundred executives from Spanish and international companies will gather at the Palau de la Música Catalana, in an edition of the Barcelona Fashion Summit entitled Crossroad. Making fashion in a world that trembles.