Follow us on
Lupo's José María Morenete interview
Cutting-edge, timeless design has turned Lupo into a leading name in the bag and leather accessories sector. Founded in Barcelona by José María Morenote in 1988, the company’s aim is twofold: to create unique, quality designs and base them on innovation.
Clean-cut lines and an impeccable finish have become brand hallmarks. Each season Lupo creates eight bag collections which combine a quintessential urban elegance with practicality. To complete the portfolio, Lupo has a line in belts and small leather goods, with exquisite articles to complement its major products.
The abanico (fan) is one of the firm’s iconic bags, in which leather plays at origami to create harmonious folds and balanced volume. Every year, Lupo brings out special editions of a design that has now appeared in hundreds of prints and finishes.
In response to the fervour its collections arouse in millions of women the world over, the brand is now expanding in a move that will take it onto key international high streets. It already has its own shops in Barcelona and Tokyo, and is due to open more POS in Madrid and Paris.
The brand’s international business volume is divided between Spain (40%), Japan (20%), France (10%) and Portugal (5%). Italy, the USA and Belgium account for a further 5% each, whilst the rest of the world makes up the remaining 15%.
The company produces about 200,000 articles each year, which are made in Spain. A total of 7.5% of total turnover is geared to research, one of the key ingredients in its success.
