There has been notable advancement in integrating sustainable development into higher education institutions’ curricula. This has included research on curricula content, competences regarding sustainable development and pedagogical approaches used. However, there has been limited research on the specific implementation processes that lead to the institutionalization of sustainability curricula in higher education institutions (HEIs). This article delineates the curriculum design journey for a general master’s program in business management with an emphasis on seamlessly integrating sustainability. Drawing on research in education for sustainable development (ESD), various entry points for infusing sustainability into the curriculum were pinpointed. These include obligatory sustainability themes for all students, elective courses such as sustainable supply chain management and sustainability marketing, and hands-on learning experiences aimed at cultivating students’ sustainability competence. The article chronicles the process, outlines challenges encountered and offers a discussion of achieved results in light of current research on ESD.