Maja Sportswear: Mexico's outdoor apparel industry
A brand that not only adapts to trends but sets them.
What began as a quest for the perfect fishing attire evolved into a brand that not only fills a market gap, but seeks to redefine Mexico's presence in the global outdoor apparel scene.
Founding and evolution of Maja Sportswear
José Ignacio De Nicolás Gutiérrez initiated Maja Sportswear to address the scarcity of outdoor clothing options in Mexico.
The brand has evolved and aims to lead the outdoor clothing market.
Two years later, Maja Sportswear is about to reach 20 stores, with estimated annual sales close to $10 million USD.
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Entrepreneurial background of José Ignacio
José Ignacio's business background includes involvement in mortgage and hotel businesses, with 11 Sleep Inn hotels and at least 6 hospitals under the Médica de la Ciudad brand.
Origins and development of the idea
The idea for Maja Sportswear originated during a trip to MAGIC in Las Vegas in February 2020.
Product development involved collaboration with a renowned fashion designer, Esteban Tamayo.
The pandemic impacted the brand's development process.
Trends in outdoor clothing market
The term 'athleisure' describes sportswear used in daily life, while 'gorpcore' refers to outdoor activity brands worn in everyday settings.
The outdoor clothing market is growing globally, with brands like The North Face and Columbia reporting significant increases.
Grupo Axo reports a 62% increase in sales in the Athletics & Outdoors division in the second quarter.
Market strategy and expansion
Maja's first store opened in Mazatlán in April 2021, initially focused on fishermen but expanding to outdoor activities.
The growth strategy includes local partners for each store, prioritizing tourist and warm locations.
Maja offers over 350 products inspired by Mexico's geographical features.
75% of sales come from their physical stores, 8% from the online store, and the rest from specialized stores, Liverpool, DeporPrivé, and Mercado Libre.
The expansion plan aims to reach 44 stores by the end of next year.
Challenges and strategy in the clothing industry
Despite financial challenges in the clothing industry, Maja's own store strategy is supported by the idea of controlling the distribution channel.
José Ignacio sees Maja as a growing company, reinvesting to expand, even considering expansion into the United States.
The company has a transcendental significance for José Ignacio, inspired by the loss of his son Santiago, who died in a traffic accident in November 2020.
Positioning and recognition
Although Mexican clothing brands often face challenges in growth, Maja has room to expand due to its specialized focus and rapid recognition in certain market segments.
