Cortefiel and Springfield, two of Grupo Cortefiel’s brands have arrived in the Uk through the opening of 5 “corners”, or “shop in shop” in Debehman’s flagship department stores in Oxford Street, and Guilford.
These openings are on a test-phase in the Uk Market; if the results are satisfactory for both companies more openings through the “shop in shop” model will be considered, aiming to have presence in the best stores.
Grupo Cortefiel has experience in working together with Debenhams in other markets, like Cyprus, or Romania.
The United Kingdom is one of the most competitive markets therefore; Grupo Cortefiel has chosen to enter through the franchise model, a formula that requires smaller investment and risk. One of the great advantages of working with department stores is that customer traffic is guaranteed. This constitutes a great advantage for unknown brands when entering new markets.
For selecting collections, both companies’ purchasing teams work together to ensure that the product selection is adequate for the British market. Springfield and Cortefiel’s collections are very ample, which is an advantage when selecting the assortments for each market, as there are many product lines where to choose from.