Mustang returns to Pitti Uomo. After the premiere in January, the German denim brand now wants to enter into concrete partnerships and drive forward its international expansion. In an interview, CEO Andreas Baur talks about wholesale strategy, product development and his goals for 2026.
You exhibited at Pitti Uomo for the first time in January and are now returning. What expectations do you have of the trade fair?
Our first participation in January was an important step for Mustang. The quality of the discussions and the international interest clearly confirmed that Pitti Uomo is the right platform for us.
This time our focus is on building on these initial contacts, converting interest into concrete partnerships and positioning Mustang as a modern European denim and lifestyle brand with clear commercial relevance.
Which markets do you want to develop?
Our goal is to further expand Mustang’s international presence. We’re taking a close look at key European markets where denim remains commercially strong and where Mustang’s positioning as an authentic European denim brand is clear.
At the same time, we are exploring selected international growth markets with the right partners. The goal is not to be present everywhere, but to grow where Mustang can be relevant, visible and profitable.
What is your overarching expansion strategy in the wholesale sector?
Wholesale remains a central pillar of our growth strategy. We see significant potential in developing high-quality international wholesale partnerships – especially with partners who understand the brand and can present Mustang in the right environment at the point of sale. Shop-in-shop concepts are also an important part of this approach, as they allow us to strengthen brand visibility and improve the customer experience. Overall, our strategy is selective and quality-oriented – not purely volume-driven.
Are you also planning to further expand your location network?
We continue to pursue a disciplined retail strategy. Our focus is not on aggressive expansion, but rather on optimizing the existing network and making targeted investments in locations where we see sustainable profitability and clear brand impact. For us, every location must make a contribution both commercially and strategically.
It seems that your own outlet spaces also play an important role in this…
Yes, outlets are a relevant part of our omnichannel model. They provide customers with an accessible entry point to the Mustang brand and allow us to reach a broader audience in a controlled environment.
At the same time, they help us to efficiently manage various product channels. The key is to maintain a clear balance between our full-price channels and the outlet business and ensure that each channel supports the brand and its positioning.
How has the year been for you so far?
The market environment remains challenging, especially as consumer sentiment remains subdued in many markets. Against this background, we have further stabilized the business, improved efficiency and strengthened our operational basis. Additionally, we continue to see that our core categories and overall brand direction remain relevant to consumers and partners.
Overall, it is a year of consistent implementation and preparation for the next growth phase.
Which products are currently selling particularly well?
Denim remains the clear core business and continues to define Mustang. We also see solid performance in complementary categories such as t-shirts, sweatshirts, shirts and jackets. This confirms our development from a denim specialist into a broader lifestyle brand that remains connected to its roots.
How should the women’s collection develop in the coming season?
In women’s, we’re seeing continued demand for a balance of modern silhouettes and wearable fits. The focus is increasingly shifting to modern straight and wide-leg cuts, while slim fits remain part of the range and skinny silhouettes are deliberately reduced.
We refine the collection with updated styles, carefully crafted details, innovative fabric elements and a higher quality label concept. The goal is to offer denim that feels modern, feminine and easy to wear.
And with the gentlemen?
In the men’s sector, the focus continues to be on reliable fits, high quality and everyday comfort. A special highlight is our newly developed travel denim collection, which includes jackets, shorts and long denim trousers. Crafted from exceptionally soft and comfortable denim, the pieces are designed for an on-the-go lifestyle. With their lightness, flexibility and functional comfort features, they are ideal for travel, long days on the go and effortless everyday life.
What other goals and plans do you have for Mustang?
After significant operational progress, we are now clearly in the next phase: sustainable, profitable growth. This includes expanding our international business, further developing e-commerce and strengthening Mustang’s positioning as a modern European denim and lifestyle brand. Our heritage gives us credibility, but our focus is clearly on making the brand more relevant to today’s consumers.
How do you want to end 2026?
Our clear priority for the remainder of 2026 is to maintain stability in a challenging market while laying the foundations for scalable growth.
We will continue to strengthen our core denim business, improve profitability and develop select growth opportunities in key markets. The aim is to end the year with a stronger operational base, a sharper brand profile and good momentum for the next phase of growth.
This interview was conducted in writing.