The Círculo Ecuestre has inaugurated its first forum series dedicated to the retail sector, a key sector for the Spanish economy that currently represents 12.5% of GDP and employs 28% of the working population. The session was presented by Silvia Parés, a member of the club's Governing Board, and moderated by Jorge Mas, a retail and business growth specialist and CEO of Crearmas. The keynote speaker of this first session was Juan Morera, CEO of the Brownie Group, who shared the history of the family company and his vision of the current and future challenges facing the sector.
Brownie was founded in 2006 in Barcelona as a family project driven by Juan's parents, Juan and Mercedes. "It began as a love story: my father, who came from the tailoring and clothing industry, and my mother, who owned her own stores, decided to invest in a niche that was underserved when textile production moved to China," he recalled. The first store opened on Calle Santaló (Barcelona), soon followed by another in Mandri. Between 2006 and 2016, Brownie managed to consolidate a business model aimed at a very specific audience and opened up to 18 stores. Juan Sr.'s greatest dream was always to internationalize the company. After his death in 2016, his son Juan took over the reins. "It was a very intense period, but we managed to double sales and take a firm step toward international expansion," he explained. Today, in 2025, Brownie has reached 120 stores, more than 600 employees, and "much more mature internal processes that have allowed us to look to the future with solidity."
Although the company has made progress in digitalization, Morera emphasized that "the physical store remains the heart of our business." The location and size of the store are strategic: the new spaces range between 180 and 220 square meters. "Our challenge is to move toward full omnichannel, which will arrive soon, although it still requires complex processes." Its main audience is Generation Z, a demanding group that seeks authenticity. “Young people look for a genuine connection with the brand and two-way communication. Being close to them is the most difficult and, at the same time, the most rewarding,” he noted.
Sustainability is embedded in Brownie's DNA. “My mother, my brother, and I have tried to follow my father's legacy, based on transparency, humility, and honesty.” In fact, in 2024 the company created a dedicated team to work on concepts such as traceability, social impact, and new sustainable business models.
During the talk, Juan also explained the origin of the company's name, which also reflects its roots: “Brownie was the name of the dog my sister received as a gift, and he became a member of our family. Today, we've even turned him into an icon on some of our clothing. He's undoubtedly our brand ambassador.”
Morera also highlighted that digital marketing and the role of influencers have been decisive. “They don't behave the same in all markets or on all platforms. Our team has known how to adapt and find the key in each case, be it Instagram, YouTube, or TikTok.” Recently arrived from Tokyo, Juan Morera shared his vision of emerging trends: “There, I saw a very powerful secondhand market and a spectacular consumer society. I've also seen a coexistence between fashion stores and cafes that has generated unique experiences. I believe that part of the future of retail will involve integrating spaces that offer more than just clothing.”
Regarding his management style, he explained: “I've tried to surround myself with the best people. When you learn to manage without ego, you're able to hire people who are better than you. That's why I've stepped back from general management, so as not to be a bottleneck and let things flow.” The company looks to the future with ambition, but also with caution. “Our goal is to never stop, to keep moving forward because otherwise, competitors will overtake you like arrows. Of course, always with profitability.” Regarding new markets, Morera made no secret of his aspirations: “My dream has been to open in the United States. I think there's a place for the brand, but the time hasn't come yet. When the opportunity arises, we'll definitely attack it.”
Finally, as advice to the sector, he left a clear message: “I've done everything with a degree of thoughtlessness, but I recommend taking it step by step. Finding the right location and store is vital. If you make a mistake here, you can lose everything.” With this first session, the Círculo Ecuestre has inaugurated a series that aims to consolidate itself as a space for reflection and debate on a key sector for the economy and undergoing rapid transformation.