Market Entry

From a local workshop to 400+ U.S. retailers: How De La Mur built a profitable U.S. presence in year one

Aug 26, 2026

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Table of Contents

The U.S. expansion and their growth strategyEstablishing a U.S. subsidiary: a competitive advantageLessons from a profitable expansion

Success in Europe does not automatically translate into success in the United States. De La Mur discovered that bringing its Mediterranean designs to American retailers required more than a strong product: it required the right commercial strategy and local infrastructure.

Founded in 2015, De La Mur started as a family-run handbag and accessory design and manufacturing project in Barcelona, committed to quality, local talent, and responsible production using domestic fabrics. Today, the brand employs 50 people and has an international footprint spanning more than 4,000 sales points.

Following its success in Spain, De La Mur made its most ambitious leap yet: bringing its designs to the U.S. This is how De La Mur partnered with TABS to establish a U.S. subsidiary, build a profitable local operation from year one, and grow to more than 400 retail partners.

The U.S. expansion and their growth strategy

In 2024, led by Roger Rubió, De La Mur entered the highly competitive U.S. market. The brand financed the expansion completely organically, relying on zero external capital or bank debt and sticking to a strict  "dollar earned, dollar invested" model.

To establish a footprint, De La Mur deployed a commercial strategy built on agility and personal connection:

B2C Evolution, from Amazon to their own e-commerce site: They initially used Amazon FBA and Amazon Vine to test demand and collect local customer reviews to build credibility. Once the market was validated, they stepped away from Amazon in 2025 to launch their own website (delamur.shop), giving them full control over their brand and higher margins.
B2B growth via Faire: Wholesale platform Faire became the core driver of their growth, connecting De La Mur with around 500 independent retailers. On top of that, Roger built direct, personalized relationships with shop owners, strengthening buyer loyalty and generating over 50 five-star reviews that boosted their organic visibility on the platform. They also leveraged pre-orders and the Faire Insider program (offering free shipping to retailers) to test new collections without tying up inventory capital.

Establishing a U.S. subsidiary: a competitive advantage

When starting the expansion, De La Mur made the strategic decision to incorporate a local U.S. subsidiary. That decision proved to be the key operational lever. While originally intended as a way to build credibility, the local entity delivered four concrete advantages:
Credibility and trust: U.S. boutiques and partners strongly prefer to negotiate, invoice, and process payments with domestic entities.
Logistics and tariff mitigation: Operating through a U.S. subsidiary allowed them to act as a local importer and contract a U.S. warehouse. This step offset tariff impacts, cut shipping costs, and accelerated delivery times across North America.
Transfer pricing savings: Setting up their own corporate structure allowed them to purchase inventory from the Spanish parent company at competitive margins, keeping profits within the group.
Operational efficiency: A local entity simplified customs compliance (Importer of Record), streamlined visa processes, enabled local bank accounts, and unlocked additional seller features on platforms like Faire.

To set up the subsidiary and navigate the legal and corporate framework, De La Mur partnered with TABS, following a recommendation from ACCIÓ (the Catalan agency for business competitiveness). They chose TABS as their strategic partner due to its clear communication, hands-on approach, and practical guidance throughout the process. 

Lessons from a profitable expansion

De La Mur’s journey demonstrates that multi-million dollar funding rounds aren't required to succeed in the U.S. Their self-funded subsidiary achieved profitability in its very first year. By establishing a U.S. entity and local logistics, they mitigated tariff burdens and scaled past 500 retail partners, a milestone driven by personalized relationships with every distributor. Looking ahead, the brand aims to continue expanding its U.S. market share while boosting visibility through its own web shop.

Setting up a U.S. subsidiary is an affordable investment for any growing business and essential for building local trust. It doesn't matter how well you do in Europe: in the U.S., partners want to deal with a local entity. On top of that, it gave us legitimacy, streamlined our visa applications, and saved us from massive operational headaches.
Roger Rubió, U.S. Director at De La Mur

Are you considering expanding your business into the U.S.?

From setting up your U.S. subsidiary to managing your local operations, contact us to discover how TABS can help you establish and manage your business in the U.S.