Tendam partners with Modelia and Pyratex for enhanced value and innovation

Madrid – Following its acquisition in July 2025 by the Emirati company 2PointZero—formerly known as Multiply Group—the Spanish fashion multinational Tendam is set to play a key role within the new retail division of its new parent company. This position contrasts sharply with the long-standing off-price policy of its various portfolio brands. It seems clear the company is preparing to move away from this approach through a “value generation” strategy.

Evidence of this quiet, strategic shift can already be seen within the commercial ecosystem of the Spanish fashion multinational. The parent company of well-known chains and brands such as Cortefiel; Pedro del Hierro; Springfield; Women’secret; Hoss Intropia; Slowlove; High Spirits; Dans and Stars; Ooto; Hi&Bye; Springfield Kids and Fifty has initiated strategic alliances with emerging Spanish companies Modelia and Pyratex. These partnerships are decidedly aimed at adding greater value to its collections, operations and overall business model. They have begun to take shape through Pedro del Hierro, the fashion house and the most premium fashion line in the entire Tendam group.

Before analysing each alliance in greater depth, it is clear that both are designed to enhance the value of the brand's offerings and its relationship with its audience. Modelia will contribute by using artificial intelligence solutions to streamline and enrich visual content. Pyratex will elevate Tendam's offering, starting with Pedro del Hierro, by incorporating the latest textile innovations developed by the Spanish company.

Modelia: AI at the service of Pedro del Hierro

Beginning with the Modelia partnership, Tendam has already launched its first collaborative actions with the Spanish start-up. The company specialises in solutions and tools powered by artificial intelligence (AI). Its business model has already attracted interest from investors like Nacho Rivera, co-founder and co-chief executive officer of Blue Banana. Modelia is also a current strategic partner of Mercedes-Benz Fashion Week Madrid. For Tendam, this alliance clearly aligns with the strategy set out by 2PointZero to unlock the Spanish company's full growth potential, using AI as a strategic lever.

In this context and as part of this commitment, a photoshoot for Pedro del Hierro took place early last week. The shoot was directed by Javier de Bona, founder and director of Tendam's audiovisual innovation department, and implemented Modelia's AI solutions. These tools use AI to “amplify” the creative vision of the photographer and streamline the workflow. They allow for a detailed preview of the desired image and aesthetic before any crew or models are even brought on set. This dynamic helps to adjust timings, costs and visual perspectives to achieve the desired outcome, without replacing any of the professionals who typically work on such shoots. The session ultimately proceeded as a traditional shoot, but it was preceded and followed by work supported by Modelia's AI solutions.

Pyratex: adding the latest solutions in textile innovation

Regarding the tangible aspect of the proposals captured in photoshoots like the one mentioned, Tendam has begun to enhance the value of its collections. It is implementing the latest market solutions in textile innovation with the help of Spanish company Pyratex. The foundations of this alliance have been laid, also through Pedro del Hierro, with the launch of several very limited pieces over recent seasons. Now, they are elevating this partnership by expanding the presence of Pyratex's “innovative” fibres and fabrics in Pedro del Hierro's collections.

To materialise this progress and step forward in their strategic partnership, Pedro del Hierro will open the official show schedule of Mercedes-Benz Fashion Week Madrid this Monday, September 14. The brand will present a number of new items made from fabrics and fibres developed by Pyratex. These pieces will be joined by new designs that will go on sale from the end of this month. Among these models, standouts include those made from a collaboration between Pyratex and the US company Circ, and one of Pyratex's latest textile innovations: a new material made from Red Sea algae fibre. This was developed as a result of a collaboration between Pyratex, the Saudi Fashion Commission and the King Abdullah University of Science and Technology (KAUST) in Saudi Arabia.

“Our collaboration with Pyratex has evolved season after season,” analyses Ana Pastra, director of the womenswear division at Pedro del Hierro. “We were one of the first brands to champion their fibres and today we continue to explore new ways of incorporating textile innovation into our collections with Regina Polanco, CEO of Pyratex,” she adds. “This season we are taking it a step further, bringing this collaboration to both our commercial proposal and the catwalk, always from a shared vision of design, innovation and ‘Made in Spain’.”

“For Pyratex, innovation is not just about developing a different material, but about discovering what can happen when that material comes into contact with a specific creative vision,” stresses Regina Polanco, founder and chief executive officer of Pyratex. The company, in its role as a sponsor of MBFW Madrid, has collaborated with emerging designer Miss Take and established brands Alex Rivière; Acromatyx; Agua by Agua Bendita and Pedro del Hierro to bring its textile innovation solutions to the Madrid catwalk for this edition of the event. “We want to accompany that process, so that each designer can interpret it in their own language and discover possibilities along the way that may not have been anticipated at the beginning.”