Spanish label Hoss Intropia back on the market with Tendam
The return of Hoss Intropia is a reality. The iconic Spanish label from the 1990s, acquired by the Tendam group in November 2019, will begin a new chapter on March 1 with the launch of its first new collection, for the Spring/Summer 2021. Under the artistic, strategic and operational supervision of the retail group led by Jaume Miquel, Hoss Intropia is returning to the market by deploying an omni-channel strategy, with a physical presence in 20 stores and a dedicated e-tail site.
Hoss Intropia was founded in 1994 by Constan Hernández and, in its new incarnation, it is keen to “stay true to the original spirit.” In charge of design is Alejandra Valero, who acted in the same role for 8 years during the label's previous life. Valero will be supported by “a multidisciplinary team in areas such as brand image, marketing and communication,” and by the womenswear design team of the Cortefiel and Pedro del Hierro fashion chains, led by Nacho Aguayo.
The two Tendam-owned labels will usher in the market return of Hoss Intropia, finally taking place a few months later than initially planned, owing to the impact of the pandemic. In the first phase of the relaunch, Hoss Intropia will be distributed via 20 leading Cortefiel and Pedro del Hierro stores in Spain. They will host Hoss Intropia in “retail mode,” in dedicated sections featuring the label's brand image. In six other stores, Hoss Intropia will instead be present in “showroom mode,” with a selection of items available for purchase on the label's e-shop.
Spain launch followed by global roll-out
Tendam is planning to “gradually” expand the retail area dedicated to Hoss Intropia in order to drive the label’s growth on a global scale, both in department stores and through franchisees, but for the time being Hoss Intropia will be physically present in Spain only.
Tendam's strategy for Hoss Intropia also includes a boost to the label's e-tail performance. Hoss Intropia will leverage its showroom format and push the HossLovers concept, a loyalty club for customers offering advantages such as early access to the new collection’s first items, from February 28. Hoss Intropia’s e-shop will also feature online-exclusive items, another policy through which Tendam plans to grow the label’s online sales, with the goal of making them account for 50% of revenue.
Hoss Intropia will launch four collections in the current season, and six in the next one. The product range will rely heavily on dresses and blouses, accounting for almost 50% of the collection. Evening gowns will remain one of the label’s signature assets.
“Hoss Intropia used to be a benchmark for women in Spain and internationally,” said Marie Castellvi-Dépée, general manager of Cortefiel and Pedro del Hierro. “We are relaunching the brand respecting its original spirit, taking advantage of the fact that it is clearly complementary to Tendam’s other womenswear labels. Hoss Intropia is positioned in the affordable luxury segment,” added Castellvi-Dépée.
The Tendam group is present in over 70 countries and more than 1,900 retail outlets with its six proprietary labels: Cortefiel, Pedro del Hierro, Springfield, Fifty, Women'secret and Hoss Intropia. In the Iberian Peninsula alone, the fashion group operates more than 800 stores. In Q3 2020, the group’s revenue fell by 23.1%, down to €197.2 million.
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