El Ganso Takes Flight (A)

Álvaro and Clemente, two brothers from Madrid with entrepreneurial spirits and creative mentalities, created the clothing brand El Ganso. The brand has a young vibe, and made a place for itself in the Spanish fashion market by pinpointing a niche that no one had filled. In January 2006, "Jeremy Stanford" shoes arrived in Madrid. In the wake of their success, the brothers opened their first store in Madrid and El Ganso underwent a "growth spurt." The latest store opened on Carnably Street, in London, in 2012. The marketing strategies they used were non-traditional; they didn't publicize their arrival in cities, or participate in sponsorships. Álvaro and Clemente thought that the best marketing was a job well done. They had managed to turn their dream into a reality, but El Ganso was facing some important challenges: How should they continue to grow the company? Would it be in their best interest to bring in an external manager? What kind of profile should they look for, and what kind of role should he or she be given?