Oysho Brand Guidelines: The Inditex Lingerie Chain of 2001 That Turned to Sport and Outdoor

Lingerie and loungewear, 2001.

Oysho was not bought in: it was created inside Inditex, the Spanish group that owns Zara. English Wikipedia dates its founding to 2001 and describes it as part of the group’s strategy of commercial diversification, and FashionUnited, in a report of December 2024, places the launch around the same year. At the start the chain sold underwear and loungewear, English Wikipedia says; FashionUnited describes its early collections as a mix of intimate apparel and swimwear.

To set it up, Inditex hired an executive from a rival. FashionUnited reports that Sergio Bucher, who had been general manager and head of product at Women’secret, part of Grupo Cortefiel (now Tendam), joined Inditex in 2000 to create a new lingerie retail concept using the know-how, processes and systems of Zara, and ran Oysho as its first general manager until 2004. Inditex was led at the time by José María Castellano, its chief executive from 1997 to 2005, the same report says. Spanish Wikipedia adds that the opening went further than first planned: shops were meant to open only in Spain and Portugal, yet by the end of the first year the chain was in seven countries. It also says that Bucher’s successor was Carmen Sevillano, previously head of the intimate-apparel section at Zara.

The chain is run from Tordera, in the province of Barcelona, Spanish Wikipedia says. FashionUnited reported in February 2025 that Oysho’s central teams worked from Tordera alongside those of Massimo Dutti, Bershka and Lefties, and that Inditex had announced a new campus in Sant Adrià de Besòs, in the Barcelona metropolitan area, to bring their design, pattern-making, window display, e-commerce and technology teams together. Oysho opened its online store in 2011, according to both English and Spanish Wikipedia.

From intimate apparel to sport.

The move into sport was gradual. FashionUnited describes the chain testing the market first with small, specialised capsule collections, before turning its whole operating model towards sport. From 2020 the change sped up, and the chain completed its reworking as a brand for “sport” and “leisure,” the two words under which it now presents itself, the same report says. English Wikipedia also describes Oysho today as a sports and leisure brand, with sport as its main line of business.

Digital products followed. In September 2022 the company launched Oysho Training, an app with fitness, yoga, Pilates and running sessions presented by international trainers, English Wikipedia says. The app lets users build a training plan by choosing their interests or by filtering sessions by length and intensity, and it recommends new sessions based on those already completed. Its content is available in Spanish, English, French, German, Turkish and Italian.

The latest step came in December 2024, when Oysho opened a store at Via Torino in central Milan, a short walk from the Piazza del Duomo. FashionUnited reported that the shop introduced both a new store concept and a new brand identity, presenting Oysho no longer only as a sportswear label but also as a maker of outdoor clothing. The store covers 529 square metres on three floors. Its large glazed front and metal signage, and an interior treated as a white, neutral container, closely follow the store models of sister chains such as Zara, Massimo Dutti, Pull&Bear and Bershka, the report noted. The ground floor showed a ski and après-ski collection with accessories and footwear; an organically curved staircase led to the upper floor, and the fitting rooms and tills were placed in the basement. Oysho said in a note that the lighting used linear fittings of its own design to give a warm atmosphere.

Design and documentation.

Spain’s high-street chains present themselves through their stores as much as through their advertising. Shop windows, store interiors and the logo over the door are where the fashion groups show each change of identity, and they announce those changes in company statements that trade papers such as FashionUnited then report, describe and date.

Inditex runs its chains as separate store brands, each with its own name, logo and stores. Its group head office is in Arteixo, near A Coruña; Pull&Bear is run from Narón in the same province; Bershka, Massimo Dutti, Oysho and Lefties from the Tordera–Palafolls complex in Catalonia; and Stradivarius from Cerdanyola del Vallès, according to FashionUnited in February 2025. Between 2019 and 2023 the group gave Zara, Stradivarius, its own corporate identity, Pull&Bear and Bershka new logos in turn, and moved their stores towards bright, neutral interiors in which the clothes supply the colour; since then several chains have added warmer materials, zoned rooms and spaces for music and social media.

The perfumery and grocery chains in this series are covered in the same way: by the store formats, own-label ranges and logos they publish, described only as the companies or dated sources name them, and without claims about what their products do.

Ownership is part of each identity too. Marta Ortega Pérez became Inditex’s non-executive chair on 1 April 2022, FashionUnited reported in April 2023; other companies in this series are privately held or run as cooperatives. Each guide that follows takes its founders, owners and listings from corporate pages and dated press, and describes every owner only in its business role.

London, Lima and a wide network.

Oysho reached the United Kingdom in 2023. In March that year The Industry Fashion reported the opening of its first UK store, at Westfield London in Shepherd’s Bush: about 3,500 square feet on two floors behind an eight-metre glass front, with technical sportswear on one floor and everyday clothing on the other, three self-payment terminals and click-and-collect. At that point the chain counted 457 stores in 56 markets, with shops in 48 countries and online sales in 169, the same report said. In February 2024 Retail Gazette reported that a second store would open at Westfield Stratford City on 21 March, a year after the first, and FashionUnited counted the Stratford shop among the chain’s London stores in May 2025. In May 2025 FashionUnited reported Oysho’s first high-street store in central London, on Oxford Street, its third in the city: 645 square metres, 430 of them for sale, in a unit previously used by Pull&Bear, next to a renovated Massimo Dutti store.

Elsewhere, English Wikipedia says the chain opened a store at the Jockey Plaza shopping centre in Lima, Peru, in September 2024, and that its stores average about 450 square metres. Spanish Wikipedia gives 433 stores worldwide in 2023, spread across more than 50 countries, with Spain as the main market, followed by Mexico and Turkey. Those are dated snapshots rather than a current count.

Across these changes the brand has kept its short name, which Spanish Wikipedia notes is styled in capitals, as “OYSHO,” while its shops have moved closer to the look of the rest of the group, a point FashionUnited made about the Milan store.

For a design guide, Oysho shows how a chain can change what it sells, from lingerie to sport and outdoor clothing, while keeping its name and its place inside a larger group. Compare Zara, whose store model the Milan shop follows, and Stradivarius, another Inditex chain run from Catalonia. For this guide we use a moss green, a trail sand and a chalk white with a sans, an unofficial interpretation; no product or logo is reproduced.

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