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Published at 9:19 am

Tendam expands portfolio with three new own brands

Tendam complements its lines for young women with the new brands High Spirits and Slowlove, following the recent re-launch of Hoss Intropia, which was acquired in November 2019.

More than 50% of the three brands’ products will be sustainable and 60% of their distribution will be online.


Tendam, one of Europe’s leading omni-channel fashion retailers, in March announced the launch of three new own brands designed for the young women segment. Distribution for the new lines will primarily be online. With this announcement, the group’s portfolio of own brands now totals eight labels in the Premium Mass Market segment delivering value and an increased focus on sustainability: Cortefiel, Pedro del Hierro, Springfield, Women’secret, Fifty, Hoss Intropia, High Spirits and Slowlove.

Since its relaunch in early March, Hoss Intropia, which was acquired by Tendam in November 2019, has been available through Tendam’s digital channels and in select Cortefiel and Pedro del Hierro brick-and-mortar shops. It has exceeded company sales forecasts. Hoss Intropia is positioned in the affordable luxury segment, and 30% of its initial product line is sustainable.

Slowlove, the most recent addition to Tendam’s portfolio, is set to launch its new collection on 8 April. Established as an online label in 2015, this recently acquired, sustainable brand is designed specifically for young women. Having collaborated with Tendam since 2019, it is now present in more than 130 shops across Spain and Portugal.

The Cortefiel and Pedro del Hierro management team, which oversees Tendam’s premium brand segment, will look after strategic and operational management for Hoss Intropia and Slowlove.

High Spirits, conceived as a fully digital brand, will be sold online via the Springfield marketplace. This new brand, the exclusive brainchild of the Springfield team, is designed for women between 18 and 35 and defines itself as a new fashion concept for digital-savvy, free and creative spirits.

The three new brands will leverage Tendam’s knowledge and operational structure, showcasing the company’s brand management expertise and its in-depth customer knowledge, which is further enhanced by loyalty programmes with more than 27 million members.

With the launch of these brands, Tendam doubles down on its commitment to its operating model, which allows the group to either incubate or gradually integrate new brands, thereby expanding the group’s reach across its customer base.

Since September 2020, Tendam has been distributing third-party brands alongside its own labels on its digital platforms. This represents an important step forward in the company’s strategy to strengthen its omni-channel distribution, leveraging its unique segmentation expertise and customer knowledge.

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