Spanish fashion group Grupo Cortefiel is changing its name to Tendam, with the intention of creating a new corporate identity for its five brands: Cortefiel, Women’s Secret, Pedro del Hierro, Fifty Factory and Springfield.
New corporate identity
With the help of Interbrand, Grupo Cortefiel is designing a new corporate identity which will do credit to all five brands that make up the sum of the Spanish fashion group. A new management model based on “the operational leveraging of its robust central structure” is expected to strengthen the group as a whole, said Jaume Miquel, chief executive of Tendam.
A new identity comes with a new name: Grupo Cortefiel will continue as Tendam from now on. “We have a multi-brand portfolio which we aim to consolidate and expand,” Jaume commented on the name change: “It no longer makes sense to define the group by just one its brand names.” With Tendam, the Spanish fashion concern hopes to further establish itself as an important player in the premium mass market segment.
Tendam currently has a network of 2,000 stores in 90 countries. It encompasses the Cortefiel, Pedro del Hierro, Women’secret, Springfield and Fifty fashion chains.