Lluis Martinez-Ribes (the m in m+f=!) and Rosa Franch (the f) started off 34 years ago in Lleida (Catalonia, Spain), not precisely in a garage, but pretty much: in a 10 sq. m. room of a rented apartment.

From the outset, we focused on combining our specializations applied to the retail world at a time when no one showed any interest whatsoever in it.

We have since grown both as individuals and professionals, and have worked in 24 countries as retail innovation specialists. However, we did not seek to grow in terms of size, as we love to be personally committed to all the projects with which we work.

We choose projects on the basis of two specific criteria: the professionalism and the human quality of the clients, and the business challenge inherent to the project.

The m+f=! stable team currently includes 5 professionals in different specializations. Our head office is in Barcelona.

Lluís combines his consulting tasks with his position as Associate Professor on Retail Innovation and Future Challenges in Marketing at ESADE Business School. To him, theory and practice are two sides of the same coin.

Rosa combines her consulting activity as a specialist in qualitative market research with her role as Director of m+f=!