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PROFILE

Interview with Pep Generó.

Womenswear brand Yerse has specialised in knitwear since it was founded in 1964 by Lluís Generó I Doménech.

After almost 50 years and now into its second generation, Yerse has been repositioning itself to aim at a younger consumer.

Its collections include some two hundred garments made from natural fabrics. The designs, inspired by urban influences, combine a relaxed style with a dash of sophistication.

The brand’s facility in Sabadell (Barcelona) has a workforce of 40 committed to an ambitious business plan and currently exports 45% of output.

The brand operates in more than 600 points of sale abroad, with France, Germany and Italy being its main customers. It sells from 500 multi-brand shops in Spain. The new Yerse strategy involves growth through standalones. As well as its Barcelona boutique, Yerse has opened at 54, Calle Lagasca in Madrid, the second in a series of forthcoming openings.

Premium Berlin, Who's Next (Paris) and CPM Moscow are some of the trade fairs where Yerse presents its collections.