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Translated by
Roberta HERRERA
Published
Sep 8, 2022
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Tendam launches new brand together with Andrés Velencoso

Translated by
Roberta HERRERA
Published
Sep 8, 2022

The Spanish fashion retail group now has 10 of its own brands in its portfolio, following the launch of a new men's fashion brand. Dubbed Ooto (Out of the office), the new brand marks an important milestone in the history of the conglomerate, which owns brands such as Springfield and Pedro del Hierro. The sustainable and male-oriented brand was created by international model Andrés Velencoso, who counted on "the support of Cortefiel's design team" to develop it from scratch.


The new brand will start selling its products online - Ooto


Available as of Wednesday, September 7 on Cortefiel's website and select Cortefiel stores, Ooto's first fall/winter 2022 collection will be available in a total of 73 corners in Spain and Portugal.

Inspired by Andrés Velencoso's Mediterranean homeland, all garments in the collection feature "sustainable properties and components" and target men over 35 years old whose style strays from "rigid and established norms". With mainly casual and laid-back pieces, the newly-created brand will also sell evening wear.

"I am very excited about the launch of this new casual and sustainable fashion brand that complements the range of products offered by the rest of Tendam's brands. We have worked hand-in-hand with Andrés Velencoso to turn Ooto into a brand with its own voice and personality," said Marie Castellvi-Dépée, general manager of Tendam's adult segment, about the launch.


The brand will be available in 70 Cortefiel stores in Spain and Portugal - Ooto


In the last year and a half, the group led by Jaume Miquel has launched five new brands targeting distinct audiences. After relaunching Hoss Intropia in February 2021, which the company acquired in 2019, the company launched the young brand High Spirits in March of that same year.

In parallel, Tendam also acquired SlowLove, the brand founded by journalists Sara Carbonero and Isabel Jiménez, and launched its first sportswear brand, Dash and Stars, in February. Among these latest launches as part of the group's diversification strategy, Ooto is the company's first foray into menswear.

Tendam is present in 80 countries through 1,800 points of sale and owns 10 brands: Women'secret, Springfield, Cortefiel, Pedro del Hierro, Hoss Intropia, Slowlove, High Spirits, Dash and Stars, Ooto and Fifty. The collections of its various brands are distributed through its own stores, online stores, and franchises. The company also operates an omnichannel multi-brand platform where it markets third-party brands.

In the first quarter of the financial year, the group controlled by CVC and Pai, raised its sales by 18.6% to €234.8 million, up 7.3% from the figure recorded in the first quarter of 2019.
 

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