The Munich footwear company dates back to 1939, when the Berneda family started a business in Sant Boi de Llobregat, near Barcelona. The year 1953 marked a turning point for the firm, when it entered the world of athletics, carving out a solid niche in the sports shoe sector.
In 1964, the company dropped the family name to acquire its current denomination, adding its famous ‘X’ symbol and embarking on technical and design restructuring. The aim was to make a comfortable, quality product with a new and original look. In the nineteen seventies, riding on the wave of the five-a-side football boom in Spain, the brand developed a special shoe designed exclusively for the sport.
In addition to its top-end indoor soccer range, Munich devotes a large proportion of its energies to streetwear, where Goal is its signature design. In 1978, the Goal sports shoe upended the world of casual fashions. Versatile and meticulously designed, it is made up of an average 25 parts and brings an inexhaustible supply of colour and fabric combinations to each new season. In 2000, the company produced a new fashion version aimed at women.
The Munich sales strategy has led to the positioning of its products in ready-to-wear shops and turned its Goal designs into fashion accessories. The company has an outstanding network of distributors abroad, particularly in Italy, which accounts for 40% of turnover.
The company already has 300 POS at some of Spain’s leading retailers and is also big in Italy, the Netherlands, Portugal and Japan. Furthermore, it now has plans to enter new areas like Central and Northern Europe, and Russia as well. The ambitious growth plan comes as no surprise: Munich has increased its turnover 173% since 2002, largely owing to a spectacular increase in sales in the European Union.
