Tendam

The case describes the strategy pursued by the Tendam Group, under the leadership of CEO Jaume Miquel, to gain market share and improve its results. After being weighed down by a heavy burden of debt for years, the Group gets a new lease on life when the private equity firms CVC and PAI acquire 100% of the company and inject new capital. The strategy adopted by Miquel is to shift away from fast fashion with the aim of positioning the Group's brands in the center of the pyramid or at the top of the mass market. The second phase of the transformation plan hinges on identifying the Group?s real asset: access to consumers. In this phase, the strategy is based on three key pillars: opening all web traffic to third-party brands, transforming the role of physical stores, and launching new brands. For all this to work, Tendam also needs to change its organizational structure.