Desigual Debuts Studio, a Premium Line Backing Its Repositioning Efforts

Desigual is moving into the premium segment. The Spanish fashion company, immersed in a new strategic plan for the next four years that consolidates the strategic shift it began in 2019, continues to drive the repositioning of the brand with the launch of a new premium line.

Under the name Desigual Studio, the company has developed a limited edition line that it will present for the first time at a fashion show in Barcelona on September 10 this year. As the company has explained, the line is aimed at a 30-year-old customer, right in the middle of the age target that Desigual is working to reach, "We are now below 40, reaching 38," the company's CEO, Alberto Ojinaga, told Modaes at the beginning of May.

This elevation strategy is one of the pillars of the new roadmap Desigual is working on for the period between 2026 and 2029. The aim is precisely to consolidate the change it has been working on for the past four years, which has allowed it to return to growth and regain a positive net result.

Desigual will present the first collection at the beginning of September.

In addition to a commitment to marketing, to which the company expects to allocate up to 10% of sales, the product has been another of the strong points of Desigual's transformation. "Desigual Studio is a premium collection that represents a contemporary reinterpretation of the brand's DNA and unique codes," explained the Catalan company.

Product, customer and brand are the three cornerstones of the turnaround that Desigual has undergone over the past four years, and which have led it to achieve its goal of returning to growth. At the end of 2024, the company posted a pre-tax profit of 3.1 million euros and a positive net result of less than one million euros. The company's sales amounted to 332 million euros.

Founded and wholly owned and controlled by entrepreneur Thomas Meyer, Desigual reached its peak in 2014, when it posted a turnover of 964 million euros. From that year onwards, however, the company began to register increasingly accelerated declines, which led to a company crisis and were the final trigger for the 180-degree turnaround the company embarked on in 2019.