Thursday, 25 February 2021

Spanish label Hoss Intropia back on the market with Tendam

The return of Hoss Intropia is a reality. The iconic Spanish label from the 1990s, acquired by the Tendam group in November 2019, will begin a new chapter on March 1 with the launch of its first new collection, for the Spring/Summer 2021. Under the artistic, strategic and operational supervision of the retail group led by Jaume Miquel, Hoss Intropia is returning to the market by deploying an omnichannel strategy, with a physical presence in 20 stores and a dedicated e-tail site.

Hoss Intropia was founded in 1994 by Constan Hern├índez and, in its new incarnation, it is keen to “stay true to the original spirit.” In charge of design is Alejandra Valero, who acted in the same role for 8 years during the label's previous life. Valero will be supported by “a multidisciplinary team in areas such as brand image, marketing and communication,” and by the womenswear design team of the Cortefiel and Pedro del Hierro fashion chains, led by Nacho Aguayo.

The two Tendam-owned labels will usher in the market return of Hoss Intropia, finally taking place a few months later than initially planned, owing to the impact of the pandemic. In the first phase of the relaunch, Hoss Intropia will be distributed via 20 leading Cortefiel and Pedro del Hierro stores in Spain. They will host Hoss Intropia in “retail mode,” in dedicated sections featuring the label's brand image. In six other stores, Hoss Intropia will instead be present in “showroom mode,” with a selection of items available for purchase on the label's e-shop.

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