Cortefiel’s 80-Year Journey: Innovation, Heritage, and a Vision for the Future

As Cortefiel approaches its 80th anniversary in 2025, the iconic Spanish fashion brand reflects on its evolution from a pioneering retailer to the cornerstone of one of Europe’s leading textile groups, Tendam. FashionNetwork.com spoke with Richard Gum, buying director for Cortefiel, Pedro del Hierro Menswear, and OOTO, who has dedicated 30 years to the company, bringing with him experience from Federated Department Stores (now Macy’s) and Gucci.

Gum highlights the significant professionalization of Cortefiel’s management over the past three decades, driven by the implementation of new systems, specialized functions, and a heightened focus on design. He emphasizes the transformative impact of digital technology, both commercially and operationally, while noting the enduring commitment to understanding the customer, adapting to societal changes, and navigating economic challenges – a hallmark of the brand’s 80-year history.

Maintaining relevance, Gum explains, is a continuous process rooted in preserving the brand’s core essence and heritage. “Innovation and staying current are vital, but you can’t be relevant without an essence—a heritage—to preserve,” he states. This involves a dedication to a people-centered approach, prioritizing both customers and employees, alongside a commitment to profitable and responsible growth.

At its foundation, Cortefiel has always prioritized the product itself, living up to its name which translates to “faithful cut.” This commitment manifests in meticulous construction, high-quality fabrics, and a dedication to providing expert advice to customers across all sales channels. The company also fosters a strong team environment and a sense of responsibility towards all stakeholders – customers, employees, and partners.

The transition from Grupo Cortefiel to Tendam has brought significant operational improvements, according to Gum. By centralizing operations across multiple brands, the group has strengthened sourcing, logistics, and IT infrastructure, allowing individual brands like Cortefiel to concentrate on customer experience, product development, and value proposition. The group’s expansion through the incorporation of brands like Women’secret, Hoss, OOTO, and Slow Love has further diversified its offerings, with Cortefiel serving as a key incubator for new ventures.

Within the Tendam group, Cortefiel retains a fundamental role as the originating brand, shaping the company’s identity and providing a platform for growth over the past eight decades. It pioneered initiatives like the Club Cortefiel loyalty program, launched in 1979, which predated similar programs in department stores.

Cortefiel currently operates in 40 countries, with Spain remaining its primary market. The brand is pursuing a deliberate and organic expansion strategy, leveraging a franchise network across Africa, Latin America, Europe, and Asia. Recent developments include concessions in Shaws department stores in Ireland and the upcoming launch of Cortefiel in Mexico in spring 2026, alongside the opening of the first Hoss store in Mexico.

The Mexican expansion will involve standalone stores offering the full Cortefiel menswear and womenswear assortment. Gum stresses the importance of building a strong connection with local customers, understanding their unique needs and preferences, mirroring the brand’s success in established markets like Spain and Portugal.

Cortefiel’s international appeal stems from its elegant style, quality craftsmanship, and a distinct positioning outside of fast fashion, catering to a more mature audience. The brand benefits from the positive perception of European and specifically Spanish style abroad.

Cortefiel’s legacy to Spanish fashion is one of consistent innovation. It was an early adopter of international expansion, a pioneer in offering combined menswear and womenswear collections, and even introduced modern amenities like fluorescent lighting and escalators to Spanish retail. This drive to stay current, coupled with a commitment to sustainability and a human-centric philosophy, defines the brand’s past and guides its future.

Looking ahead to its centennial anniversary, Cortefiel envisions a future fully integrated with technology, offering personalized garments and embracing a sustainable business model. Gum anticipates a continued focus on providing durable, versatile clothing, balancing adaptation to societal changes with the preservation of the brand’s core essence – a formula that has sustained Cortefiel for 80 years.