140 New Store Openings Planned for Women’secret, Springfield, and Cortefiel

Why It Matters

The expansion underscores a strategic bet on physical growth backed by digital and AI tools, positioning Tendam to capture market share in a competitive fast‑fashion landscape and delivering value for its new majority owner.

Key Takeaways

• Tendam targets 140 store openings in 2026, threefold 2025 growth.
• Expansion includes new markets, notably Romania, alongside existing regions.
• Over 1,800 stores operate across 80+ countries today.
• Digital and AI initiatives will support demand, pricing, and supply chain.
• Multiply Group controls 68% of Tendam after 2023 acquisition.

Pulse Analysis

Tendam’s 2026 rollout marks one of the most ambitious store‑opening programs in European fashion this year. With flagship brands Women’secret, Springfield and Cortefiel, the group leverages a solid footprint of over 1,800 stores in more than 80 countries, yet it sees untapped potential in both mature and emerging markets. By targeting 140 new locations—particularly in growth corridors like Romania—Tendam aims to boost same‑store sales, diversify revenue streams, and reinforce brand visibility amid shifting consumer preferences.

The expansion is tightly coupled with a digital transformation agenda. Tendam plans to enhance its e‑commerce platforms and partner with external marketplaces, while AI‑driven tools will fine‑tune demand planning, dynamic pricing, and supply‑chain logistics. This dual focus mirrors a broader industry trend where retailers blend physical presence with data‑centric operations to improve inventory turnover and customer experience. The integration of AI promises cost efficiencies and faster response to fashion cycles, crucial for staying competitive against fast‑fashion rivals.

Ownership change adds a strategic layer to the growth story. Multiply Group, the investment arm of the Abu Dhabi royal family, now holds a 67.9% stake and has placed Tendam within its 2PointZero fund, which targets consumer, energy and technology sectors. This backing provides capital and governance support, signaling confidence in the group’s ability to scale. For investors, the plan suggests a potential uplift in earnings as store density rises and digital margins improve, while the AI initiatives could drive long‑term operational resilience in a volatile retail environment.