Catalan fashion brand Desigual continues its strategic transformation with the launch of Desigual Studio, a new limited-edition premium line set to debut at a fashion show in Barcelona on September 10, 2025. The move underscores the company’s ongoing repositioning efforts, part of a strategic roadmap extending through 2029.
The Studio collection, described by Desigual as “a contemporary reinterpretation of the brand’s DNA and unique codes,” is designed to target a more refined, fashion-forward customer — particularly around the 30-year-old demographic, a key segment the brand is actively courting.
Desigual’s transformation, initiated in 2019 following a period of financial decline, rests on three key pillars: product innovation, customer targeting, and brand revitalization. The launch of Desigual Studio reflects these priorities, signaling a bold step into the premium fashion segment.
The brand is also doubling down on marketing, committing up to 10% of sales to promotional efforts in an effort to solidify its repositioning.
Despite ongoing challenges, Desigual has shown signs of recovery. By the end of 2024, it recorded:
-
Sales of €332 million
-
Pre-tax profit of €3.1 million
-
Net profit just under €1 million
This marks a significant turnaround from the company’s peak in 2014, when it posted revenues of €964 million, followed by a prolonged decline that prompted its strategic overhaul.
Owned and founded by entrepreneur Thomas Meyer, Desigual is now entering a new phase of its long-term strategy, focused on sustained growth, global relevance, and a redefined brand identity.
The Desigual Studio line — limited in production and premium in concept — is set to become a hallmark of this next chapter, anchoring the brand’s ambition to blend creativity, craftsmanship, and contemporary appeal.
