It all started with a trip to New York eight years ago. «We went to visit a friend and we saw that it was very fashionable to weave in the subway, in the coffee shops ... and when we returned to Madrid we saw that none of this was happening», says the co-founder of «We are knitters»,
A Spanish startup that seeks to make attractive to young people an activity, that of weaving, associated with a more adult and, especially, female audience. "It is true that people do a lot to disconnect, as it is very mathematical and you have to be very focused," says this entrepreneur.
Together with Pepita Marín, current CEO, they founded «We are knitters» in 2011 and already employs 27 people, mainly dedicated to marketing, design and logistics. For the latter they have two warehouses, located in Germany and the United States. They left behind a promising career in a well-known consultancy. "We liked fashion, but it's complicated without significant differentiation," says Bravo, who highlights the quality of his 100% wool and cotton, natural and imported from Peru. A material marketed in practical kits (needles, tangles ...), demanded mainly by women between 25 and 40 years old.
"We are specialized in beginners: the needles are fat, the wool is not superfine and, in addition, you can see the result quickly", says this entrepreneur who hopes to close the year just concluded with a turnover of 10 million euros, almost everything online. However, We are knitters also does not seem to be a prophet in their land, despite being a highly viral phenomenon. In particular, the Spanish market represents only 5% of its sales although they have a notable presence in shops such as El Corte Inglés. However, its largest markets are in the United States, Germany and France. Even the United Kingdom has taken the lead to the Spanish. With its patterns translated into 15 languages, including Danish or Russian, Bravo attributes it to different reasons such as weather or the fact that, for example, the Germans are taught how to weave at school.
Asked about the future, Bravo points out the desire to enter northern Europe (Denmark, Norway ...) and travel to our antipodes: Australia.
Bravo comments with irony that their biggest difficulty was not financing, for which they obtained a loan from Enisa and, years later, the confidence of a business angle. It was their environment where they met with more skepticism: So much that if they had not believed "not 100% but 200% in the idea" they would not have arrived until the present. Leaving behind a well-paid job in a consultancy, it was not easy: "We were the rare ones in our environment, although at the time of the decision they supported us and, for example, our first office was in the house of Pepita's parents" , says this entrepreneur. . .