Tendam incorporates leading brands into its e-commerce offering and evolves its model of multi-brand online stores

08 / September/ 2020

Tendam incorporates leading brands into its e-commerce offering and evolves its model of multi-brand online stores

08 / September/ 2020

Starting this autumn, brands from groups such as Levi’s Strauss or Bestseller – as well as independents like Hemper, specialising in sustainable products – will complement the offering on Tendam’s websites, based on the segmentation of their own brands

These new brands – and all future ones to be integrated into Tendam’s e-commerce platforms – will be able to capitalise on the Group’s loyalty programs and omni-channel network

Tendam, one of the top European groups in the specialised fashion industry, which includes the commercial brands Cortefiel, Pedro del Hierro, Springfield, Women’secret, Fifty and Hoss Intropia, has announced today that, starting this autumn, the websites of Cortefiel, Springfield and Women’secret will offer products from leading national and international third parties. Fifty’s website will follow this strategy in 2021.

On the back of successful first experiences with brands like Wrangler, Champion and Hemper, the agreements reached with large fashion companies such as Levi’s and Bestseller will enable Tendam’s websites to sell a selection of products from Levi’s and Dockers, Jack&Jones, Only, Vero Moda, Mamalicious and Selected Homme. The Group aims to continue selectively expanding the range of products offered through its e-commerce platforms and it is currently holding talks with other brands.

Pedro Esquivias, General Manager for Clients at Tendam, who heads the initiative, explained: “Over the coming months, the customers of Tendam’s e-stores will find an increasing offering of products that have been carefully selected based on their interests and preferences. Evidently, they will continue to enjoy all the advantages and benefits traditionally associated with the Tendam online shopping experience: free pickup and returns at our stores, possibility of combining several products in a single order, in-store online shopping, customer service, special promotions for registered customers and the chance to accumulate points through each chain’s loyalty program.”

This move, which leverages Tendam’s experience in customer insight and segmentation, represents a significant advance in the strategy aimed at enhancing the Group’s omni-channel positioning, highlighting the appeal of its e-stores and consolidating greater economies of scale in their online operations. It positions Tendam also as the ideal partner for both large international fashion labels wanting new channels to reach their customers in the Iberian Peninsula and small local brands seeking tools to gain visibility and accelerate online growth.

The profile of the new offerings available through Tendam’s websites is based on the market segmentation criteria of the Group’s own brands and online stores, each with a clearly differentiated audience. With over 125 million visitors each year, 6 million registered customers and a turnover in excess of €100 million, Tendam’s online stores are one of the main destinations for digital fashion shoppers in Spain and Portugal. Part of the new range will also be sold at the physical stores.

Tendam currently has the largest omni-channel multi-brand distribution platform in the Iberian Peninsula, is number one or two in market share in Spain by categories, and manages a highly dispersed network of stores (over 950 outlets in Spain and Portugal) offering a wide range of services. For this reason, over 50% of online orders are collected at Tendam’s stores and nearly 75% of returns are also managed through this channel. These operations combine convenience for customers with significant cost savings for the company. Coupled with the extensive registered client base and the scale of logistics operations, this approach has enabled Tendam to develop a highly profitable e-commerce business.

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