Montserrat Figueras

Biography

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

A law graduate from UIC, she practiced law until 2009, when the investment fund she worked for acquired the textile company Nylstar SA and offered her the position of CEO. Four years later, having successfully completed the challenge, she decided to resign to further her management training and enrolled at the prestigious 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 served as CEO of System Action, a women's clothing brand with its own distribution network throughout Spain.
When the opportunity to acquire the legendary Sita Murt brand arose in early 2021, he decided to embark on the greatest adventure of his life, both professionally and personally.

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

Founded in 1924 and headquartered in Igualada (Barcelona), one of the textile hubs of Spain, Sita Murt is an iconic women's fashion brand specializing in knitwear. It began as an industrial company until the 1980s, when it transformed into a fashion house under the leadership of Sita Murt, designer and businesswoman, who took the reins of the company.

My role, as CEO and commercial director, is to lead, together with the rest of the company team, the relaunch and repositioning of the brand. The project aims to improve the company's presence across all its sales channels and re-establish itself as a leader in the design and manufacture of knitwear, highlighting its expertise .

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 conveys feelings and emotions. I am a very passionate and emotional person; I appreciate things that are well-made and have meaning. Sita Murt is, for me, and should be, a reflection of those emotions, so that women who wear her clothes fall in love with them as I did when I first discovered the brand as a young child.

The moment the opportunity to embark on this adventure presented itself, I did not hesitate for a moment, and I had the greatest possible support from the people closest to me in my personal life who supported me at all times.

“I firmly believe that fashion conveys feelings and emotions. I am a very passionate and emotional person; I like things that are well made and that always have meaning.”

What challenges did you encounter at that time?

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

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

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

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

What future plans do you have to maintain its essence for another 100 years?

To continue doing things right, to become a benchmark in our sector again through international expansion with a quality product.

Relationship with beauty:

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

As the head of a fashion brand that focuses on the beauty and femininity of its garments, personal beauty plays an important role, as it involves being the 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's the one who made me who I am, the one who taught me the values ​​that always guide me. She raised me to be persistent and make sacrifices, to always think big to achieve the impossible, and to never be afraid.

“Sita Murt seeks to revitalize 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 recently, I greatly admire Eugenia Silva and Ariadne Artiles.

What's the best advice you've ever received?

Try to always be the most humble person there is.

Beauty Questionnaire:

What is your skincare routine?

At night, I thoroughly remove my makeup and cleanse my face, followed by a night cream. In the morning, I always take a good shower and cleanse my face. Then I apply a moisturizer all over my body. My face is especially important. I apply a serum, followed by moisturizer and a good foundation.

A foolproof trick or product

Cleansing, cleansing, and more cleansing. No matter how good your products are, it's essential to thoroughly cleanse your face and neck if you want to see results.

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

That's a bit harder for me... The pace of life I lead means I can't dedicate much time to inner beauty, although I always try whenever I have the time.

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

Definitely a lot. And that's why I put myself in Beldon Beauty's hands every time I'm in Madrid.

What are your favorite beauty treatments? (From Beldon Beauty)

I love any of your facial treatments. The ones from BIOLOGIQUE RECHERCHE are always a sure thing. I'm planning to try theAccent Prime , which I've heard is amazing.