Tendam expands internationally with new store openings in Georgia, Armenia, and Tunisia

As part of its strategic growth plan, Tendam has launched three new Women’secret stores and two Springfield outlets in Georgia, Armenia, and Tunisia, thereby solidifying its foothold in Europe and North Africa.

Women’secret, the brand specializing in lingerie and homewear, has unveiled a new store in Tbilisi Mall, on the outskirts of Tbilisi, marking its fourth physical store in Georgia.

Furthermore, Women’secret has opened a boutique in the Megamall Armenia shopping center in Yerevan, the capital of Armenia, and another store on Habib Bourguiba Avenue in Nabeul, northeastern Tunisia. With these additions, Women’secret now operates three self-managed stores in Armenia and six in Tunisia.

The Madrid-based fashion brand Springfield has also strengthened its position in these markets. It has inaugurated a new store in the Mall of Sfax shopping resort in Tunisia, bringing its total to six physical stores in the country. Springfield has also opened a store in the aforementioned Megamall Armenia, its second outlet in the country.

These openings are part of Tendam’s broader international development strategy, which recently included launching stores in Guatemala and Iraq, along with new outlets for its sports brand in Europe, Africa, and the Middle East. By the end of 2023, Women’secret had 692 points of sale across 63 countries, while Springfield operated 720 stores in 56 countries.

Formerly known as Grupo Cortefiel, the fashion conglomerate’s portfolio includes brands such as Women’secret, Springfield, Cortefiel, Pedro del Hierro, Hoss Intropia, Slowlove, High Spirits, Dash and Stars, OOTO, Milano, Fifty, and Hi&Bye, launched in early 2023 with a focus on generation Z. Recently, the group established a new omnichannel logistics center in Illescas, Toledo.

On the financial front, Tendam is currently preparing for its IPO, scheduled for after the summer due to current stock market conditions. The company reported a 6.5% increase in sales in 2023, achieving a turnover of 1.288 billion euros.