sita murt/

The case describes the transformation that sita murt/ and fourth generation owners have implemented in the family business, allowing the company to transition from a business based on a product to one based on a designer, and then to a prestige brand. To accomplish this they first outsourced manufacturing, then took it abroad, turning sita murt/ into a company focused on design and marketing expertise, forming a network of stores in retail store format, outlets and leased space in department stores, and restructuring its multi-brand network. However, despite its success, it faces a new cycle marked by over-dependence on the domestic market, low brand recognition in strategic future markets and the risk of falling into a mass-market framework.