The new children’s space is an annex to the new Springfield store at the Tresaguas Shopping Centre
- With this milestone, the fashion group’s children’s brand begins an organic growth plan that will reach eight stores in the first half of 2026
- Located at the Tresaguas Shopping Centre in Alcorcón (Madrid), the store integrates the man, woman and kids universes
- Tendam’s roadmap includes accelerating the development of its newest brands through standalone spaces, strengthening specialisation, customer experience and omnichannel synergies
Tendam, one of Europe’s leading omnichannel groups in the specialised fashion sector, opened its Springfield store at the Tresaguas Shopping Centre in Alcorcón (Madrid) on 7 February. For the first time, the store includes an adjoining Springfield Kids space. This milestone marks the start of a new phase for the group, which will now feature physical spaces dedicated exclusively to the children’s universe.
The new Springfield Kids point of sale has been developed as part of the opening of the new Springfield store featuring the new Roots concept, which integrates the man, woman and kids universes. This update gives the children’s line a clearly identifiable space, enhances the customer experience and boosts commercial synergies between the different categories.
Since its launch in August 2023, Springfield Kids has been present mainly through corners in a selection of Springfield stores and online. The addition of its own dedicated space within a physical store represents a new step in its commercial development and reflects the strong market reception of the line.
With this opening, the store integrates the man, woman and kids universes in a contemporary, bright, product-focused space. The store totals 385 m², of which 50 m² are dedicated to Springfield Kids, and features a layout designed to facilitate customer flow and make the collections easy and attractive to explore. This is the first Springfield Kids annex with independent access from the façade, while maintaining an internal connection, reinforcing permeability and synergies between the brand’s different universes.
Springfield Kids drives growth with dedicated stores
With this inauguration, Springfield Kids enters a new expansion phase with its own stores and annex formats, with several openings planned in the coming months. The goal is to strengthen its identity as a specialised brand, increase visibility and deepen its direct relationship with a key market segment. Among the Springfield Kids openings planned through the summer are those in Seville, Salamanca, Murcia and El Puerto de Santa María (Cádiz).
Springfield Kids is Tendam’s first children’s brand and offers a product proposition centred on comfortable, current and functional fashion. In addition, among the season’s main new developments, Springfield Kids is expanding its size range up to 13–14 years, responding to growing demand and supporting boys and girls through a key stage of development.
Tendam’s new brands gain momentum
This opening forms part of Tendam’s strategy to boost the growth of its most recent brands through dedicated, specialised spaces with differentiated identity. The roadmap is designed to strengthen omnichannel capabilities, customer experience and the use of data for decision-making, combining organic growth with selective development. Tendam, which now has twelve own brands in its portfolio, has accelerated the incubation and consolidation of new brands such as Hoss Intropia and Slowlove, which already have their first standalone physical stores, along with other more recent brands such as Dash and Stars, High Spirits, OOTO and HI&BYE.
