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Sita Murt is a self-made woman. Stamina, determination and considerable talent have put her where she is today, driving forward a family knitwear business and adapting it to the changing times. The knitted jumpers made by the original label Esteve are a thing of the past. Sita Murt collections offer a fresh and original look for a chic and elegant woman.

Sita Murt takes her inspiration from the little things in life. Immersed in local street markets, she searches the stalls with a keen eye. She draws sketches, cuts patterns, mixes fabrics and layers contrasting materials in her never-ending quest for the surprising. Her style has gone down a treat abroad: exports now account for 40% sales. Now set to expand her global business and consolidate her distribution network, Sita Murt shared some of her new projects with Fashionfromspain.

Sita Murt is a family business. How has that affected its development?

We’re proud to be a family firm and it has given us a solid business culture. The people we work with are happy and have been with us for a good many years. That makes us one big family, where everyone matters and its this loving relationship we try to convey through our collections. From design to production, ironing and labelling, we take care of every single detail and it shows. Our structure is not too hierarchical either. That means everyone can contribute and gives us the flexibility to research, develop and launch material and design combinations which a bigger company might balk at.

Sita Murt’s origins are tied up with knitwear. How did you go about changing that and positioning yourself as a fully-fledged women’s wear label?

The Sita Murt label developed out of Esteve Aguilera. It was founded in 1924 and is positioned as a leading women’s knitwear producer. When I joined the company in 1989, we stepped up the creative design, adding value to the business. After several years of very hard work, it became clear our consumers attached more importance to design and designer labels. We also realised they didn’t just want jumpers, but a total look, so I began to create garments which would complement the main knitwear collection. A few years back, we did some market research. It showed us we had a good product, but that we needed a broader label which our customers could become excited about. So we went for the Sita Murt label. It was a challenging ambition.

What is the Sita Murt style today?

Very sensual, with special detail, layering and fabric contrast. And feminine too, with plenty of skirts and dresses.

The woman who chooses Sita Murt might work at a law firm, an art studio or on a television set

What kind of woman chooses Sita Murt?
Target segmentation is based on a combination of criteria: disposable income, attitude to fashion and age. She’s middle or upper-middle class, from the liberal professions, elegant, feminine and with a busy social life. She buys Sita Murt for work, leisure and social engagements. She doesn’t wear a business suit, so she doesn’t need the kind of basic top that goes with a jacket. She’s looking for special jumpers to make her look attractive and unique. When I design a new collection, I think of a young, active but very feminine woman, with bags of personality. She doesn’t mind looking that bit different, even eccentric. She’s very creative, so she likes mixing knitted fabrics with other materials and playing around with volume and shape.