Slowlove steps up growth, hand-in-hand with Tendam

• Slowlove – which has been working with Cortefiel since last summer – will see enhanced growth thanks to its partnership with Tendam, benefiting from the company’s strong operational structure.
• Creative control of Slowlove will remain in the hands of its founders, Sara Carbonero and Isabel Jiménez.
• The Cortefiel, Pedro del Hierro and Hoss Intropia management team, headed up by Marie Castellvi-Dépée, will assume responsibility for the brand’s operational management.
• Slowlove was established in 2015 and is designed for women who are committed to fully sustainable fashion with an urban folk style and bohemian chic essence.

Tendam, one of Europe’s leading omni-channel fashion retailers, has today announced its relationship with the Slowlove brand, which Tendam will promote exclusively through its omni-channel structure. Slowlove was founded by Sara Carbonero and Isabel Jiménez, and its operations will now be managed by the executive team that is responsible for Cortefiel, Pedro Hierro and Hoss Intropia. The founders will retain creative control over the firm as it enters this new phase of development hand-in-hand with Tendam.

The agreement falls on the heels of Tendam’s recent incorporation of Hoss Intropia deal and further demonstrates the group’s commitment to its operational model, which allows the company to incubate or gradually integrate new brands, positioning it as the largest omni-channel, multi-brand distribution platform in Iberia.

Marie Castellvi-Dépée, executive managing director of Cortefiel, Pedro del Hierro and Hoss Intropia, who will oversee the management of Slowlove’s operations said: “Last year we began a very successful collaboration between Slowlove and Cortefiel, and today we are delighted to announce that with this agreement we are taking the relationship even further. In the initial phase, our main goal is to support Slowlove as it evolves and prepares for growth. The brand will benefit from Tendam’s resources, corporate organisation and operational expertise.”

On 8 April, Slowlove launches its new spring/summer 2021 collection, which will be available – like previous collections – on Slowlove’s website, online at Cortefiel and Pedro del Hierro and across the extensive network of Cortefiel and Pedro del Hierro brick-and-mortar shops. Slowlove began as an entirely online label in 2015; now, through its partnership with Tendam, it is present in more than 130 shops across Spain and Portugal.

Founded by Sara Carbonero and Isabel Jiménez, the brand is designed for women who are committed to sustainable fashion with an urban folk feel, a contemporary bohemian style that is understood to be more than a passing trend, but a way of living that is connected to nature. This essence is reflected in the brand’s colours, fabrics and designs. Since its inception, the firm’s mission has been to create clothing that is completely sustainable. To this end, its collections are designed to respect the environment by using organic materials and recycled fabrics that are eco-friendly when washed. The brand embraces a philosophy that extols doing things “slow” and with love: calmly, with care, and to a high standard. Slowlove is committed to simple, elegant, casual and functional designs for women who are deeply committed to society and the environment and who want more from the world and fashion.

The inclusion of Slowlove in Tendam’s portfolio of brands follows the integration of Hoss Intropia and High Spirits. Since September 2020, Tendam has been distributing third-party brands alongside its own labels on its digital platforms, broadening the appeal of its digital shopping experience. This represents an important step forward in the Group’s strategy to strengthen its omni-channel distribution, leveraging its segmentation expertise and customer knowledge. Tendam’s ability to promote its own brands is now complemented by its role as a launch pad for younger firms with the potential to make their mark in the fashion sector.