From February 14, its launching date, Medwinds will be distributed throughout the whole of Europe. To make this happen, the Spanish brand had to make a radical choice: to have no physical presence.

Pieces from the S/S 2011 collectiont

Launched by the Fluxa family, owner of the Camper brand that experienced significant sales growth in Germany, England, France and Italy, Medwinds will only be sold over the internet. “Camper and Medwinds are two independent companies that share the Fluxa family as a common owner, just like Iberostar and Lotusse”, says Javier Batanero Girbau, the brand’s development director. “Our ambition is to turn Medwinds into the first international fashion brand, for men and women, that only sells its products online”.

The casual lifestyle brand will offer medium to high end clothes, shoes and accessories. The Spring/Summer 2011 collection consist of 3 lines, each being for a different occasion during the week. Inspired by the Mediterranean life, those are the ‘Week’, the ‘Weekend’ and ‘Going Out’.

Medwinds wishes to stand out from other brands through its competitive prices, which they are able to afford by not having the costs of running a store, as well as reducing the cost of transport and logistics. Nevertheless, the brand is going to have an ephemeral store from the 17th of February to the 5th of March at Passeig de Gràcia in Barcelona. Its marketing strategy combines publicity on newspapers, billboards, airports and a strong online presence in web 2.0 and social networks.