Hoss Intropia: Record more retail trade and growth three years after Tendam rescue

With the same DNA adapted to a new business model, Hoss Intropia has completed three years in the Tendam brand portfolio. The company returned to the market on March 1, 2021 within the structure of the group that it acquired in November 2019, after the company declared bankruptcy in 2018 after months of searching for a buyer. How has the business developed over these three years? What is the group's strategy to grow the brand without losing its DNA? Respecting the essence of the product and adapting it to the new business model, according to the company, Hoss Intropia has grown by double digits under the Tendam umbrella.

Hoss Intropia was the first purchase of Tendam's diversification process that began at the end of 2019, following the merger of its historic Cortefiel, Women'secret and Springfield brands. Following this acquisition, Slowlove, High Spirits, OOTO, Dash and Stars and Hi&Bye were merged or launched, as well as a multi-brand platform, where the company sells more than 160 brands.

“The new brands combined in Tendam's adult segment were born in a conservative way, keeping in mind profitability and with the aim of being independent,” explains Maria Sanyudo, Marketing and Communications Director of Cortefiel and Tendam's Adult Segment. Who belongs to the group that confirms this In the case of Hoss Entropia, profitability was quickly observed“Hoss sales grew 77% in 2023 compared to 2021, its first year under the Tendam umbrella.

Hoss Intropia was Tendam's first acquisition in its diversification process

For Tendam, including Hoss in its portfolio means renewing the customer base that comes to Cortefiel. “Brands don't cannibalize each other, they complement each other“Even though they target the same segment, they cover different moments in a customer’s life,” says Sanudo, “different moments.”

Hoss is currently present in 48 points of sale in Spain and Portugal Three of them are dedicated exclusively to the brand, with two stores in Seville and one in Barcelona. It is scheduled to open this year in Bilbao and Sant Cugat del Valles (Barcelona). In parallel with the launch of exclusive stores for the Hoss brand, Tendam is also betting on a concept beloved For women's fashion where the most popular brands are included beloved From the group. “The main brand is Hoss, in more than 50% of the store, and the other part corresponds to other brands in the sector, including a small capsule from the TFP by Tamara Falcó collection,” explains Sanudo.

The stores within this concept are located in the Moraleja Green, Zielo and Plaza Norte shopping centers in Madrid. And in the Aragonia shopping center in Zaragoza. As for the rest of the selling points: Shop in stores In Courteville stores. “We continue to focus on keeping the brand in the corners of Corteville, while capitalizing on its recognition,” Sanudo emphasizes.

Internationally, the brand is present, through franchises, with corners in Guatemala, Cyprus, Costa Rica, Bermuda, Malta, Latvia, Estonia, Morocco, Greece, and Online via Zalando in Germany, Belgium, France, Italy and Denmark.

The company reduced its price and increased its capacitance through its presence in more points of sale

In order to preserve the brand's DNA, the design team, headed by Alejandra Valero, which in 2019 consisted of six people, remained with the brand after the purchase. Now there are ten people, between design and purchasing, dedicated exclusively to the brandas well as having a portion of Tendam's staff working tangentially in other parts of Hoss Intropia's business.

To adapt the product to the new business model,The strategy involved adapting usage occasions. “Previously, the company was very focused on events and only had a few shows unofficial“It's an unimaginable concept in today's world,” Sanudo says. In addition, the price has been adjusted to be lower than the previous rangewith dresses ranging in price from 129 euros to 249 euros, but also with products such as T-shirts at 49 euros.

This afternoon he will be showing off for the first time on the FC Barcelona 080 fashion catwalkas it already did at Mercedes-Benz Fashion Week in Madrid, where it continued its goal of reaching more people, from different generations, as was reflected in its communication campaigns starring women of different ages, such as the actress Angela Molina and her two daughters, Olivia and Maria, or the model Ariadne Artiles and her sister Aida Artiles.