The Spanish label, bought by Tendam in late 2019, will be available at 20 Cortefiel and Pedro del Hierro stores from March 1. With Alejandra Valero in charge of design, it is aiming to generate 50% of its sales online.
Closures and restrictions implemented to combat the second wave of the Covid-19 pandemic led the Spanish group's sales to fall to 197.2 million euros in the third quarter running September to November 2020.
The owner of brands including Cortefiel and Pedro del Hierro saw its income before taxes rise to 8.7 million euros and managed to slow the decline in its sales, which fell 23.6% to 260.3 million euros.
The brand’s co-founder tells FashionNetwork.com about the evolution of its strategy, marked by fewer store openings, investment in digital, stock management and its new design team after returning to family ownership.