Women'secret

Women'secret is a Spanish intimate apparel, swimwear and fragrance brand founded in 1993, with its first store opening in Madrid [1]. It was created internally by Cortefiel, the Madrid fashion group later renamed Tendam, as that group's first entry into women's lingerie. The name is deliberately styled as "Women'secret" — an apostrophe followed by a lowercase "s", with no space — rather than the possessive "Women's Secret" that some third-party publishers use.

The brand is part of Tendam, which describes itself as one of Europe's largest textile groups. In February 2025, Tendam's parent ownership changed hands when Multiply Group, an Abu Dhabi investment firm, acquired a 67.91% stake [6]. Women'secret continues to trade as one of Tendam's principal fashion chains under the new ownership.

Women'secret was launched in 1993 by Grupo Cortefiel, a Madrid clothing group whose corporate roots trace back to an 1880 haberdashery on Calle Romanones [5]. The company frames the launch as its move into a category it had not served before: on Tendam's history page, the brand is recorded as being "born" that year as "the intimate apparel and swimwear brand by women for women". No individual founder is named in the available sources; the brand was developed internally by the group rather than acquired.

The brand's first store opened in Madrid in 1993. In 2000 it became the first Cortefiel brand to sell online [4], and international expansion followed from 2001 onward. A licensed fragrance line was added in 2008, extending the brand from apparel into scent.

Over the following decades Women'secret grew into Tendam's most international brand. The parent group's ownership shifted repeatedly through this period: private-equity firms CVC, PAI Partners and Permira took stakes in Cortefiel in 2005, and in 2017 CVC and PAI Partners acquired the group outright [4]. In 2018 the parent rebranded from Grupo Cortefiel to Tendam [4]. The most recent change came in early 2025, when Multiply Group acquired 67.91% of Tendam and folded it into its 2PointZero Group as an anchor for a new fashion and retail vertical [6].

Women'secret is owned by Tendam, formerly Grupo Cortefiel. Since February 2025, Tendam has itself been majority-controlled by Multiply Group, the Abu Dhabi–based investment firm, which took a 67.91% stake through a capital increase [6]. Within the group, Women'secret sits alongside sister brands including Cortefiel, Springfield, Pedro del Hierro, Hoss Intropia and the Fifty outlet chain.

The company positions Women'secret as "a brand created for and by women," aiming to combine what it calls prestige, femininity, modernity and accessible prices [2]. On Tendam's brand page it is described as offering "fashion in intimate apparel for confident women" and as socially committed, supporting causes of particular concern to women [3]. Its stated objective is to become a leader in creativity, efficiency and sensitivity within the underwear and lingerie sector.

The core range covers intimate apparel, sleepwear, swimwear and accessories. Within the beauty category, Women'secret sells fragrances and body mists at drugstore price points — from around €12.99 for a body mist to roughly €24.99 for a 100 ml fragrance. Listed products on the brand's storefront include Gold Seduction, Rose Seduction and Intimate, alongside a range of scented body and home mists.

Women'secret's scale is reported inconsistently across sources, and the figures move from quarter to quarter. Tendam's brand page describes it as the group's most international brand, with more than 705 points of sale in around 74 countries [3]. Wikipedia's Tendam article records 753 stores across 67 countries as of July 2023 [5], while the brand's own About Us page cites an older figure of more than 652 stores in over 61 countries [2]. In 2025, trade press covered the brand chiefly through its parent, in connection with the Multiply Group acquisition [6].

Women'secret is an operating brand under acquired ownership. It has been majority-controlled by Multiply Group since that firm's February 2025 purchase of a 67.91% stake in Tendam [6]. The brand remains commercially active: it is counted among Tendam's three main fashion chains, and the group announced plans for roughly 140 new store openings across its brands in 2026 [7].