Tendam, the fashion giant that owns the brands Cortefiel, Pedro del Hierro, Springfield, Women’secret, Hoss Intropia and the Fifty outlet chain, is boosting its sales by selling third-party brands.
A year and a half ago, the company directed by Jaume Miquel already opened a space in its online stores for the sale of national and international brands, which allows it to complement its portfolio with a broader offer for its customers.
Diversification
Almudena Cárdenas, the group’s digital development director, recalls that “we started with the autumn/winter collection in 2020 with only a few brands and now we already have 90, which demonstrates the success of this multi-brand project.” The goal is to reach between 150 and 200 brands next year, “always preserving the image of each of the online stores and the target audience to which it is directed.”
Thus, the Springfield online store is selling, for example, brands such as Jack&Jones, Only, Tommy or Pepe Jeans; Cortefiel, on the other hand, distributes Levis, Vero Moda, Columbia, Hispanitas or Ugg; and Women’s Secret, Born Living Yoga, Spanx, Textura, Calvin Klein, and Gocco.
Although initially the group has promoted in Spain and Portugal; the multi-brand offer has already been extended to Germany with Springfield and Women’s Secret and to Hungary through Springfield.
Model
However, with an online presence throughout the European Union, at Tendam they are also thinking about how to grow in other countries with this new business model, which has also promoted the company’s digital business. The company also continues to strengthen its own brands with the launch of the Dash & Stars sports brand, the group’s ninth after the addition of three more last year: Hoss Intropia, SlowLove and High Spirits.
Growth
Tendam closed its first nine months of the last financial year with a 22.2% increase in sales compared to 2020, which is 0.7% more compared to 2019 levels, in terms of comparable area.
At the end of last year, Tendam reinforced its multi-brand platform, which also implies the entry into home textiles through Women’s Secret. “Textura works with sustainable and clean materials and defends the slow life through a fashion for the house made calmly, practical, well made and versatile that survives the passage of time”, the group stated at the time.
Textura works in textiles for the bedroom, bathroom, kitchen, living room and children, and offers a wide range of all categories: duvet covers and sheets; bedspreads and duvets; fillers; towels; cushions; table linens and kitchen textiles, among others.
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