Montserrat Figueras

Biography

Montserrat Figueras, passionate and in love with the fashion industry, set out in 2021 to acquire Sita Murt/ with the goal of repositioning it in the world of knitwear.

With a law degree from the UIC, she worked as a lawyer until 2009, the year the investment fund she worked for acquired the textile company Nylstar SA and proposed her for the position of CEO. Four years later, with the challenge met, she decided to resign to continue her education in the world of management and enrolled in the exclusive IESE business school.

In 2014, she led Dogi International Fabrics (now Nextil Group), a project to which she dedicated two years of hard work before moving into "pure and simple" retail. From 2016 to 2020, she joined System Action as General Manager, a women's clothing brand with its own distribution throughout Spain.
When the opportunity arose in early 2021 to acquire the legendary brand Sita Murt/, she decided to embark on the greatest adventure of her life, both professionally and personally.

What is Sita Murt/? What is your role within the brand?

Founded in 1924 and based in Igualada (Barcelona), one of the hearts of the textile industry in Spain, Sita Murt/ is an iconic women's fashion firm specializing in knitwear. It began as an industrial company until the 80s, when it transformed into a fashion house under the guidance of Sita Murt/, a designer and entrepreneur who took the reins of the company.

My role, as CEO and Commercial Director, is to carry out, together with the rest of the company team, the relaunch and repositioning of the brand. The launch of the project aims to improve the firm's presence across all its sales channels and to re-establish it as a benchmark in the design and manufacturing of knitwear, highlighting its savoir faire.

Tell us, how did Sita Murt/ come into your life? Why did you decide to acquire and lead the brand?

I firmly believe that fashion transmits feelings and emotions. I am a very passionate and emotional person; I like things well-made and that always have a meaning. Sita Murt/ is for me—and must be a reflection of—those emotions, so that women who wear its garments fall in love with them just as I did when I first got to know the brand as a young girl.

The moment the opportunity presented itself to embark on this adventure, I didn't hesitate for a moment, and I had the greatest possible support from the people closest to me in my private life, who backed me at all times.

"I firmly believe that fashion transmits feelings and emotions. I am a very passionate and emotional person; I like things well-made and that always have a meaning."

What challenges did you encounter at that time?

The challenges inherent to entrepreneurship, the responsibilities that go beyond oneself and one's immediate circle.

Being able to lead a brand with so many years behind it and such deep-rooted culture, while setting the best example and providing support at every moment.

In 2024, Sita Murt/ celebrates its 100th anniversary. What is the secret to keeping a company active for so many years?

Under the motto "Knitversal Dreams," Sita Murt/ seeks to once again boost its essence, distinguishing itself through original design and the implementation of the most innovative techniques in the knitwear genre.

What are your future plans to maintain its essence for another 100 years?

Continue doing things well and become a benchmark in our sector once again through international expansion with a quality product.

Relationship with beauty:

What is beauty to you and how do you experience it in your routine?

As the head of a fashion brand that is committed to the beauty and femininity of its garments, personal beauty plays an important role, as it implies being the visible face of the brand at all times.

What or who inspires you in your day-to-day life?

Without a doubt, my mother has been my greatest inspiration. She is the person who made me who I am, and she taught me the values that always guide me. She raised me to be constant and to make sacrifices, to always think big to achieve the impossible, and to have no fear of anything.

“Sita Murt/ seeks to once again boost its essence, distinguishing itself through original design and the implementation of the most innovative techniques."

Who are your beauty icons?

From the past, Audrey Hepburn and Elizabeth Taylor. More currently, I greatly admire Eugenia Silva and Ariadne Artiles.

What is the best advice you have ever been given?

Try to always be the most humble person in existence.

Beauty Questionnaire:

What is your care routine?

At night, a good makeup removal and face cleansing, followed by a night cream. In the morning, always a good shower and face cleansing. Next, I apply a moisturizer all over my body. The face has a special place. I apply a serum, followed by the moisturizer and a good foundation.

An infallible trick or product

Cleansing, cleansing, and cleansing. No matter how many great products you use, it is fundamental to cleanse your face and neck deeply if you want to see results.

How do you take care of your beauty from the inside?

That is a bit harder for me.... The pace of life I lead means I cannot dedicate much time to beauty from the inside, although I try whenever I have time.

Is there anything left for you to learn or try in the beauty world?

Surely a lot. And for that, I put myself in the hands of Beldon Beauty every time I am in Madrid.

What are your favorite treatments? (From Beldon Beauty)

Any of your facial treatments fascinate me. The ones from BIOLOGIQUE RECHERCHE are a sure bet. I still have to try the Accent Prime, which I've been told is wonderful.