Madrid, 17 April 2018 – Grupo Cortefiel, a leading international fashion retailer, announces today that it is changing its corporate and visual brand identity to Tendam as part of the strategic plan it embarked upon almost two years ago. From now on, Tendam will be the corporate brand encompassing the Cortefiel, Pedro del Hierro, Women’secret, Springfield and Fifty chains. The new identity has been unveiled globally within the framework of the World Retail Congress being held this week in Madrid.
The transformation plan rolled out by the management team over the past two years provides Tendam with a solid operating and financial position and will allow the Group to address the future challenges of internationalisation, growth and digitalisation.
This process, of which the new corporate identity forms a major part, is structured around five goals: growth underpinned by solid business fundamentals, the successful roll-out of a go-to-market strategy, the growth and profitability of the online channel, enhanced efficiency processes and criteria and the strengthening of the centralised corporate structure to harness synergies across the brands.
Jaume Miquel, CEO Tendam, said: “In view of the consolidation and growth of the multi-brand portfolio, it no longer made sense to define the group by just one of the brand names, even though it was the original founding chain”.
“The Tendam corporate identity allows Grupo Cortefiel to grow as a company and enhance its value as an organisation specialising in brands in the premium mass market segment. The sum of Tendam’s brands will bolster the strength of the Group exponentially, thanks to a management model based on the operational leveraging of its robust central structure”, added Miquel.
The five Tendam brands (Cortefiel, Pedro del Hierro, Women’secret, Springfield and Fifty) will retain their unique identities. Each brand will be able to convey its own identity to its customers, while sharing the common values embodied in the new name of the corporate group: leadership, cooperation, demanding and integrity
Tendam inherits 140 years’ worth of experience and expertise, as well as a network of 2,000 stores in 90 countries.
The change in brand is the result of a process in which various working groups formed by the company participated. Interbrand, a global leader in brand creation and valuation, was retained to conceptualise the new name for the Group, as well as to design the new Tendam logo and corporate identity.
About the new corporate identity
“Brands have considerable influence when it comes to buying fashion, but we should always remember that a supporting corporate brand secures the trust of both the consumer and the market. That’s why Tendam was created to spearhead the potential of the five group brands, as well as their expansion across various markets and segments”, said Interbrand Global Chief Growth Officer and CEO for EMEA & LatAm, Gonzalo Brujó.
The Interbrand Executive Creative Director for EMEA and LatAm, Borja Barrero, highlighted: “We were looking for a name that would encapsulate the idea of presence and strength that a group brand like this one requires. We also wanted to evoke ideas of a group (a tandem of brands) and trends (tendencias in Spanish)”.
The idea of a family of brands that generate multiple possibilities is expressed through the star sign that appears within the letter “E” in the logo. This visual cue comes alive through animation and brand applications, with the star playing a narrative function.
The Tendam tagline, “Global Fashion Retail”, expresses the purpose of the corporate brand and its ambition in an ever-changing market in which boundaries are increasingly blurred.
To showcase the strength, global reach, premium quality and corporate standing of the new brand, Tendam Blue was chosen as the primary and leading colour across all graphic formats.