Grupo Cortefiel rebrands as Tendam

Grupo Cortefiel has changed its corporate and visual identity to Tendam as part of a strategic plan launched almost 2 years ago, the company announced on Tuesday. It presented the new identity at the World Retail Congress being held in Madrid this week.

Tendam will be the new corporate name for the group, which owns fashion brands Cortefiel, Pedro del Hierro, Women’secret, Springfield and Fifty. The brands will retain their unique identities.

The company said the transformation process, led by the management over the last two years, provides Tendam with a “solid operating and financial position” and will allow it to address the future challenges of internationalisation, growth and digitalisation.

The new corporate identity forms a major part of the strategic plan, which 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.

“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,” said Jaime Miquel, CEO of Tendam.

“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.”