Tendam, the Spanish fashion group, has recently expanded its collection of brands with the introduction of Dash and Stars, its first sports brand. This new addition brings the total number of owned brands under the Tendam umbrella to nine. Dash and Stars joins the existing brands Women’secret, Springfield, Cortefiel, Pedro del Hierro, Fifty, Hoss Intropia, SlowLove, and High Spirits.

Dash and Stars is a sustainable sportswear brand specifically designed for women. Created with the support and expertise of Women’secret’s technical team, the brand offers a range of products catering to women aged between 18 and 55. The garments and accessories are made from organic, sustainable, technical, and personalized fabrics, offering a variety of styles and meeting different sporting requirements. The Spring/Summer 2022 collection features trendy yet technical pieces suitable for various activities such as running, fitness, yoga, padel, and swimming.

Starting from March 8, Dash and Stars products will be available for purchase through the brand’s website. Just three days later, they will also be stocked in select Women’secret, Cortefiel, and SPF stores, which include 14 locations in Spain and one in Portugal. Tendam plans to further expand the distribution of Dash and Stars through its other online channels and its multi-brand e-commerce platform, which currently features 70 brands. With this launch, Tendam enters a market segment where it previously had no presence and will compete with Inditex group’s Oysho brand, known for its wide-scale distribution of sportswear.

The CEO of Women’secret, Eva Romeo, is leading the operations of the Dash and Stars project. This management approach aligns with Tendam’s strategy of managing brands by customer segments, referred to as “segment specialist.” Leveraging the operational structure of Women’secret, Dash and Stars operates under the umbrella of the intimate apparel chain. Tendam has already implemented this strategy successfully with the sustainable SlowLove brand, developed in collaboration with Cortefiel, and the bohemian High Spirits label, created in conjunction with Springfield.

Tendam considers the launch of Dash and Stars as a testament to its expertise and capabilities in brand management. The company aims to create and promote its own brands while also serving as a platform for younger firms that have the potential to make a difference in the market. The brands launched by Tendam last year exceeded expectations and achieved positive EBITDA in their first year. The president and CEO of Tendam, Jaume Miquel, states that the creation of Dash and Stars is a key part of the company’s growth strategy, aligning with its Tendam 5.0 Transformation Plan.

Currently, Tendam operates globally with a presence in over 70 countries and more than 1,800 points of sale. This includes 800 stores in Spain and Portugal. The company distributes its products through its own stores, e-commerce channels, and franchises. In the third quarter of its fiscal year, Tendam reported a total revenue of 258.8 million euros, representing a 31.3% increase compared to the same period in 2020.

For more information about Tendam and its brands, visit the official website: Tendam.

To explore Dash and Stars’ products and make purchases, visit their website: Dash and Stars.