Spain's Gods focuses on international growth across UK, France, Italy, Netherlands and US

Madrid – Barcelona-based streetwear brand Gods, which is gaining significant traction among younger consumers in Spain, is embarking on an international expansion. The company aims to transcend fleeting trends and domestic borders to establish itself as a solid global project. A decisive turning point will be the opening of its first international store in London at the end of this month. This launch will be followed by an international roadmap featuring activations in key markets such as France, Italy, the Netherlands and the US.

Founded in 2021 as a digitally native brand by entrepreneurs Mario Núñez and Eric Ruiz, Gods, originally known as “Fake Gods”, began its journey in the fashion world by launching collections that quickly captured the attention of younger generations. Economically, this appeal translated into annual sales nearing 100,000 euros during its early years. The founders decided to scale from this initial bracket by leaping from the digital environment to brick and mortar fashion retail, opening their first store on Madrid's Calle de Fuencarral in September 2024.

Following that debut, the Barcelona-based label has confirmed its commitment to an omnichannel strategy by launching various permanent and temporary physical points-of-sale, both domestically and abroad. These initiatives have shaped a proprietary retail network currently comprising eight points-of-sale. This includes high street stores in Madrid at 72 Calle de Fuencarral, Barcelona at 8 Carrer del Duc and Valencia at 29 Calle del Conde de Salvatierra; an outlet store at La Roca Village shopping centre on the outskirts of Barcelona; and four concessions at El Corte Inglés department stores in Castellana and Preciados in Madrid, Plaza de Cataluña in Barcelona and Pintor Sorolla in Valencia. This commercial structure has supported the growth of the company, which currently employs 65 people. During its 2025 financial year, the brand sold over 150,000 garments, closing the year with sales of seven million euros. E-commerce generated 70 percent of this revenue, while physical retail accounted for the remaining 30 percent. The company aims to grow its turnover by +100 percent this year, forecasting to double its sales to reach 14 million euros in 2026.

To achieve this remarkable evolution, “understanding ‘hype’ as a starting point, rather than the ultimate goal, has been fundamental”, says Núñez, co-founder and CEO of Gods. From this perspective, he explains, “since day one, we have reinvested in product, team and stores to build a brand that outlasts trends”. While this strategy has materialised in strong financial performance, it is also evident in customer loyalty. “Our customers continue to trust us and more than a third are repeat buyers,” highlights Núñez. He also notes that brick and mortar retail plays a key role in the current identity of Gods. “It is where the brand is truly experienced,” he emphasises, adding that “today it represents a significant portion of our sales while also driving the online channel”.

Stores, product and community

According to Núñez, the three main pillars driving the growth and current market success of Gods are its commitment to an omnichannel approach through a solid, measured retail network; a differentiated product offering that adds market value; and the creation of bonds that go beyond the material to foster a sense of belonging among its customer base.

Alongside its physical retail expansion, the Spanish fashion brand has evolved its product offering, moving well beyond the “hoodie brand” label typically attributed to streetwear labels in their early stages. This diversification has resulted in a catalogue of genderless menswear and womenswear. Beyond T-shirts and sweatshirts, the line-up includes polo shirts, knitwear, shirts, jackets, trousers and a wide range of accessories. These categories are refreshed throughout the year via 12 annual collections and various capsule drops. All pieces are designed in-house in Barcelona and manufactured through a global network of specialist suppliers.

Regarding its customer community, the label remains focused on a young demographic aged 18 to 30. The brand captures and retains the interest of this predominantly Gen Z audience through special initiatives throughout the year and an appealing commercial offering rooted in Gen Z cultural codes. Gods showcases this connection through its streetwear collections and its ties to figures in music, sport and social media. This strategy is so integral to the founders that they are applying the same model to drive the growth of Aire, an independent sportswear brand launched in mid-June to explore new avenues for diversification.

“Our generation does not just buy a product: it buys into a community and a way of seeing itself,” Núñez explains. He adds that consumers want to feel “that the brand belongs to them, speaks their language and is present in the same spaces; that we share the same culture”. By understanding this contemporary reality, Gods has evolved into “a premium fashion brand with a clearly defined attitude that connects with creators, athletes and artists”. Within this framework, “streetwear is our origin, not a limit to what we can become”.

First international store opening in London on November 25

While keeping the door open to future possibilities, the short- and medium-term ambitions of Gods focus on establishing the label as an international streetwear brand. To achieve this, the company has designed a firm roadmap for 2026 and 2027.

A primary goal for Gods is to grow its international business fivefold in 2027 compared to its projected 2026 year-end figures. Currently, Spain accounts for 80 to 85 percent of total revenue, while international sales represent 15 to 20 percent. Its main foreign markets are the US, the UK, Italy, the Netherlands, Germany, France, Chile and Mexico, all operated via e-commerce. To support this ambitious target, the company will take a decisive step forward on November 25 with the opening of its first permanent store outside Spain. Located in London's Soho district, the point-of-sale follows a pop-up the brand operated in the UK capital in 2025 to test the British market and evaluate a permanent entry.

Looking beyond its first permanent international store, the Spanish fashion label plans to continue this strategy throughout 2027. The company intends to execute various commercial projects and activations—though it has yet to specify whether these will be permanent stores, pop-ups or other formats—in strategic international hubs such as Amsterdam in the Netherlands, Milan in Italy, Paris in France and New York in the US. Through this offensive, Gods aims to build an increasingly global community and retail network.

“The ambition of Gods remains focused on consolidating its own identity and extending its presence beyond the Spanish market,” the company states. The brand is scaling towards this objective by initiating this growth and expansion phase for 2026 and 2027. Looking further ahead, Núñez predicts that “in five years, we envision having stores in the main fashion capitals and an international community that feels the brand is its own”. He concludes: “We want to leave a mark on our generation as one of those Spanish brands capable of starting a global movement in our sector.”