Pepita Marín and Alberto Bravo met while working on an international audit, and it was then, in 2011, when they decided to found We Are Knitters, an ecommerce of knitting kits and wool crochet balls and 100% natural fibers from Peru, handcrafted needles and a pattern explaining all the steps in a very simple way. Also, WAK is a community of knitters who inspire everyone who is interested in the world of knitting.
The name is directly related to the product, including the community concept. The founders were also looking for an impact and expansion of international business, so they decided that the brand name should be in English.
A COMPLETELY SELF-MANAGED STARTUP
During the first two years Pepita and Alberto, the founders, oversaw all the management of the company: customer service, shipments, suppliers, the website, photographs, translations of texts and patterns, among others. The initial injection of capital was €13,000, which came directly from their pockets, and they made their own investment back thanks to their customers purchasing wool. ‘We have always been very focused on revenue, with a lot of respect for sales. We have never wanted to raise money for the sake of it, we have earned trust because we were never a company that was founded to seek funding from day one”, say the founders.
It was precisely what made them stand out from other startups and, in 2013, attracted the attention of investors such as the investment fund Cabiedes & Partners and business angels François Derbaix (founder of Toprural or Rentalia), Yago Arbeloa (Hello Media Group) and Marcos Alves (Founder of El Tenedor), who bet on the project and accompanied the company in this expansion to new markets, thus they have already closed three investment rounds.
95% of its turnover comes from outside Spain, operating in more than fifteen markets, the main ones being the United States, France, Germany, the United Kingdom and Spain. Also, this year they have set themselves the goal of expanding into Asia, in countries such as Japan and Korea, in Latin America, focusing on Chile, and the Nordic and Australian markets, working, in turn, on new fibers and collections that will allow their current customers a much wider range of varieties.
In terms of recognition, We Are Knitters won the competition held at ICADE, which helped to set up and launch the Project to market. The two founders were also awarded by Forbes magazine as two of the 30 most influential people under 30 in Spain in 2018 and won the DHL Atlas Export Award in 2019.