TB Members Calling #3 | Xavier Berneda: “We must show that the third generation can also do well”
XAVIER BERNEDA (Sant Boi de Llobregat, 1971). Owner and CEO of Munich
His grandfather opened a shoe factory in 1939 that specialised in football, handball and boxing shoes. In the 1960s, they innovated with the Munich brand and the emblematic X. Three decades later, faced with strong Asian competition, Xavier Berneda made a strategic turnaround in the family firm, betting on fashion and succeeding in Italy, the most difficult market. Today, Munich is a company that manufactures more than 1.2 million trainers and sells in more than 30 countries. Berneda is gaining the upper hand on the saying that the first generation creates the company, the second one enjoys it and the third one makes it disappear…
TECH BARCELONA: Why your project?
XAVIER BERNEDA: Because it is a life and family project. We have to show that the third generation can also do it well.
TB: A good idea you have had.
XB: We have had many. Creating the fashion department, betting on online when nobody was doing it yet and creating the DUUO brand that allows us to have fun and brings us a lot to the company.
TB: A bad professional experience
XB: Distribution contracts. People who are supposed to talk about the brand for you and don’t give it enough importance.
TB: The best advice you’ve ever been given
XB: My grandfather used to give me a lot of them. I’ll stick with: Where there is no profit nearby, there is loss.
TB: An inspiration
XB: The one given to me by a friend from the Golden Ticket company who is not having a very good time with the concerts. He told me that we are in a sweet moment for sneakers and that I shouldn’t miss the opportunity.
TB: A startup (other than your own)
XB: I have always been a big fan of Privalia. They managed to treat us not as suppliers but as customers.
TB: A book to recommend
XB: L’encàrrec by Xavier Melero.
TB: A series or film or song that defines your moment in life.
XB: Succession. I see a lot of similarities between the grandfather and the CEO. I don’t see anything in common with the children, but it amuses me and makes me laugh a lot.
TB: A recipe, a meal, a restaurant.
XB: Restaurants where you can talk, where there is no noise, where you are well looked after and where they offer market cuisine. The other day, for example, I went with my daughter to Arturo restaurant in Sants and we enjoyed a good lobina together.
TB: A city, a journey.
XB: Any Asian city. I like to socialise with the people and find out how they live and how they value the way we live.
TB: Where would you invest 100k?
XB: In Munich.
TB: And a million euros?
XB: In Munich as well.
TB: If you were not an entrepreneur…
XB: I would be a firefighter. To be in contact with nature, to give service to people in need. When I see a firefighter I want to hug him.
TB: What is Tech Barcelona for you?
XB: The opportunity to meet and share experiences, share work in order to grow much faster and ask the administration for opportunities so that we can do more things and be the engine of the online economy and tech to the world from Barcelona.