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Saudi Arabia, Retail
Pepita Marín is the co-founder and CEO of We Are Knitters, a fashion and lifestyle brand that sells that revolves around the experience of knitting.
Upon graduating with a degree in Business Administration from ICADE in Madrid in 2010, founder Pepita joined PWC as an auditor. While at PWC, Pepita was visiting New York, where she was surprised to observe young, trendy commuters knitting to pass time on the subway. Having always been inclined towards fashion and design, Pepita returned to Madrid excited by the opportunity to bring this experience to the untapped Spanish market. Along with co-founder Alberto Bravo, whom she met at PWC, Pepita bootstrapped the initial We Are Knitters concept. With the bulk of their resources going to yarn inventory, the two were responsible for every part of the nascent business, from designing the website on Wix to hand knitting each pattern to recruiting friends to model the end products. From the very beginning, Pepita believed the platform would have universal appeal, and made it available in both English and Spanish. Sure enough, German clients began ordering through the English website, and the company raised funding to expand to France and Germany.
With no prior entrepreneurial experience, Pepita has transformed a passion project into a thriving multi-million dollar global business and online community.
About We Are Knitters
We Are Knitters is a fashion and lifestyle brand that sells an experience and that has woven together a tight-knit community of women who seek an outlet for creativity and mindfulness in the bustle of contemporary life. The company has translated the seemingly dated pastime of knitting into an accessible and fashion-forward hobby for the modern woman. Customers browse items like they would on any other fashion brand’s website, and then customize their kit order by color, size, and needle type. Upon receiving their kit, they can make use of extensive We Are Knitters tutorials on YouTube and Pinterest, and share their progress and end results using #weareknitters on all social media platforms. To date, there are over 200K Instagram posts tagged with #weareknitters. Novices look to the website for fashion forward designs, beginner-friendly patterns, and abundant learning resources. Experienced knitters with less need for direction still choose We Are Knitters for its premium Peruvian yarns and emphasis on quality and sustainability. The company has leveraged social media and partnerships with successful brands such as Kiehl’s and Anthropologie to grow a robust online community for whom sharing their progress is part and parcel of the We Are Knitters experience.
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