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Case

Clandestina: Going Global with "99% Cuban Design"

By Ascarza, Eva / Israeli, Ayelet / Cal, Mariana

Marketing

This case follows Clandestina, a Havana-based design brand, as its founders weigh how to expand into the U.S. market without losing their Cuban identity. Readers must evaluate three potential go-to-market approaches-e-commerce, pop-ups, and wholesale partnerships-and consider the operational, financial, and brand implications of each.

Collection: HBSP (USA)

Ref: HBS-526008-E

Format: PDF

Number of pages: 17

Publication Date: Sep 15, 2025

Language: English

Review date: Feb 4, 2026

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Description

Year: 2015

Geographic Setting: Central America and Caribbean;Cuba

Industry Setting: Apparel accessories; Distribution and logistics industry; E-commerce industry

Clandestina: Going Global with "99% Cuban Design"

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Clandestina: Going Global with "99% Cuban Design"

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