Women Secret

What Women Secret does

Women'secret is a Spanish women's intimate apparel and sleepwear brand operating as part of the diversified Tendam fashion group, which also owns Cortefiel, Springfield, Pedro del Hierro, Fifty Outlet, Hoss Intropia, and Dash and Stars. Founded in 1993 and headquartered in Madrid, the company serves a primarily Spanish consumer base through a vertically integrated omnichannel model: 800+ brick-and-mortar retail stores across Spain operating on 100% renewable energy since January 2020, an owned e-commerce site (womensecret.com), native iOS and Android applications offering an exclusive 10% discount via the APP10 code, and a Club WOW loyalty program with digital WowMoney rewards. Core merchandise spans bras, panties, shapewear, lingerie sets, sleepwear (pajamas, nightgowns, robes), swimwear, sportswear, beauty and cosmetics, accessories, home textiles, and bridal and post-surgical intimate apparel, with inclusive sizing including plus-size and maternity (Premamá) ranges. The assortment is supplemented by sub-brands Dash and Stars (activewear), HI&BYE (casual loungewear), Teen (12-18 demographic), and Men'secret (men's underwear and sleepwear), alongside a multi-brand marketplace hosting third-party labels such as Tommy Hilfiger, Nike, Adidas, Calvin Klein, Roxy, Triumph, Gisela, and Penti.

The company monetizes through unit-priced retail sales across the assortment (products ranging from approximately €7 accessories to over €90 in luxury bridal and robe categories), with frequent promotional discounting up to 70% off and bundle packs offering additional 15% incentives. Go-to-market is direct-to-consumer via the owned retail, e-commerce, and app channels with no wholesale channel disclosed, while the multi-brand marketplace introduces a marketplace commission revenue stream. Customer segments are horizontally layered: women (primary), teens (12-18), children (0-16), men (via Men'secret), and expecting/nursing mothers (Premamá), each with dedicated merchandising.

From a strategic posture, Women'secret operates as a sustainability-positioned mass-market intimates brand, holding memberships in the UN Global Compact (since 2002), the Fashion Pact, the Fashion Industry Charter for Climate Action (with a stated 30% GHG reduction target by 2030), and the Business Ambition for 1.5°C initiative, alongside a Responsible Design training partnership with Universidad Politécnica de Madrid. The brand extends into ESG-aligned product lines (organic cotton Honest collection) and licensed character collaborations (Disney, Hello Kitty, Snoopy), while influencer partnerships (Nicole Wallace, Luisinha, Sara Bace, Maison Matcha) drive top-of-funnel social engagement. Pricing is mid-market with European geographic scope concentrated in Spain and digital reach across Europe via womensecret.com.

Name

Women Secret

Legal name

Women'secret

Website

https://womensecret.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Women'secret is a Spanish women's intimate apparel, sleepwear, and swimwear brand, part of the Tendam fashion group, operating 800+ Spain stores, an e-commerce platform, and a mobile app serving women, teens, children, men, and maternity customers with own-brand and third-party marketplace merchandise.

Ownership category

akta.pro rank

Product category

Women's Intimate Apparel and Fashion Retail

NAICS

Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Intimates, Lingerie & Sleepwear Retail (CRAAABAF)

akta.pro secondary industries

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF), Women’s Apparel Retail (CRAAABAB), Intimates, Hosiery & Sleepwear Wholesale (CRAOADAG), Fashion & Accessories Marketplaces (CRAFABAA)

Keywords

• Women's intimate apparel
• Lingerie and sleepwear
• Swimwear and beachwear
• Fashion retail stores
• Multi-brand marketplace

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Retail Sales (E-commerce): Direct-to-consumer online sales through womensecret.com, featuring the full product catalog including swimwear, lingerie, sleepwear, homewear, sportswear, accessories, and beauty products
2. Retail Sales (Physical Stores): Brick-and-mortar retail store sales across 800+ locations in Spain
3. Multi-brand Marketplace: Platform selling third-party brands alongside own-brand products including Gisela, Admas, Penti, Dash and Stars, and various licensed character collections

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Women'secret designs, retails, and sells women's intimate apparel (bras, panties, bodysuits, shapewear, lingerie, bridal), sleepwear and homewear (pajamas, nightgowns, robes), swimwear and beachwear, sportswear, plus beauty, accessories, home textiles, maternity, kids, men's (Men'secret), and teen lines through 800+ Spanish retail stores, an e-commerce site, and a mobile app. It also operates a multi-brand marketplace distributing third-party brands such as Calvin Klein, Tommy Hilfiger, Nike, Adidas, Triumph, Roxy, Havaianas, Gisela, and Penti. A digital loyalty program (Club WOW) and influencer-led content collections drive repeat engagement across channels.

Product overview

Women'secret is a Spanish women's fashion retailer operating as part of the Tendam group. The core offering centers on women's intimate apparel and sleepwear, comprising underwear (bras, panties, bodysuits, shapewear), sleepwear and homewear (pajamas, nightgowns, chemises, robes), swimwear (bikinis, swimsuits, beachwear), and sportswear. The portfolio includes several sub-brands: Dash and Stars (athletic wear), HI&BYE (casual lifestyle wear), Teen (teenage line), and Men'secret (men's underwear and sleepwear). Additional categories span beauty and cosmetics, home textiles, children's wear, accessories, and maternity products. The company also operates a loyalty program (Club WOW) and a mobile application for iOS and Android. Women'secret functions as a multi-brand marketplace, also distributing third-party brands including Calvin Klein, Tommy Hilfiger, Nike, Adidas, Triumph, and others.

Differentiator

Problem solved

Functional benefit

Brands

• Dash and Stars: Sportswear and active lifestyle brand offering yoga, pilates, running, fitness, padel, tennis clothing and accessories.
• HI&BYE

Products and services

• Women'secret core brand (women's intimate apparel, sleepwear, homewear, swimwear, sportswear, accessories, and beauty) Primary Women'secret-branded assortment offering women's underwear (bras, panties, bodysuits, shapewear), lingerie (including bridal and sexy lingerie), sleepwear (pajamas, nightgowns, chemises, robes), homewear, swimwear, sportswear, beauty/skincare, accessories, and home textiles for individual women shoppers across Spain via store, e-commerce, and app channels.
• Dash and Stars (sportswear and active lifestyle sub-brand) Sub-brand under Women'secret offering athletic clothing including leggings, sports bras, running gear, yoga and pilates wear, fitness apparel, and streetwear, positioned for active lifestyle consumers (women and men).
• HI&BYE (lifestyle and casualwear sub-brand) Sub-brand offering comfortable everyday clothing, loungewear, and casualwear for women, marketed under the Women'secret storefront.
• Women'secret Teen collection (teen girls' apparel) Dedicated product line for teenage girls (typically 12–18) offering age-appropriate swimwear, underwear, sleepwear, and casual clothing.
• Men'secret (men's intimate apparel and sleepwear) Men's-focused sub-brand offering boxers, pajamas, robes, loungewear, swimwear, and homewear for men, distributed through the Women'secret storefront.
• Women'secret lingerie and underwear (bras, panties, bodysuits, shapewear, bridal) Core category offering bras (including push-up, balconette, bandeau, with-wire, sport, and reducing options), panties (classic, Brazilian, thong, high-leg, menstrual), bodysuits, shapewear, lingerie sets, sexy lingerie, and bridal lingerie.
• Women'secret sleepwear and homewear (pajamas, nightgowns, chemises, robes, loungewear) Sleepwear assortment including long and short pajamas, shirt-style pajamas, nightgowns, chemises, robes, homewear tops and pants, pack pajamas, combinable pajamas, and loungewear.
• Women'secret swimwear and beachwear (women, men, kids) Swimwear assortment including one-piece swimsuits, bikinis, trikinis, tankinis, reducing styles, plus-size options, premamá swimwear, sports swimwear, menstrual swimwear, plus beachwear (dresses, jumpsuits, tunics, pants, T-shirts, skirts, sets) and accessories (bags, footwear, towels, sunglasses, hats, sun protection).
• Women'secret sportswear (sports bras, leggings, running, yoga, fitness, padel, tennis) Women's and unisex athletic apparel including sports bras (including reducing), leggings, running gear, yoga and pilates wear, fitness clothing, padel, and tennis apparel.
• Women'secret beauty and cosmetics (skincare, makeup, haircare, body care, fragrances) Beauty category with skincare (including serums, moisturizers, cleansers, sun protection), makeup, haircare, body care, and fragrances.
• Women'secret Home Collection (bedding, towels, kitchen linens, living room accessories, decor) Home textiles assortment covering bedding, towels, kitchen linens, living room accessories, and home decor items.
• Women'secret Maternity / Premamá collection (nursing bras, maternity sleepwear, pregnancy underwear, postpartum) Dedicated maternity assortment including nursing bras, maternity pajamas, pregnancy-friendly underwear, postpartum clothing, and maternity swimwear including plus-size options.
• Women'secret Children's Collection (boys and girls 0–16, licensed character collections) Children's apparel including pajamas, swimwear, underwear, and casual wear for boys and girls aged 0–16, including licensed character collections (Disney, Hello Kitty, Snoopy).
• Women'secret Accessories (bags, footwear, sunglasses, hats, socks, hair accessories, beach accessories) Accessories category including bags, footwear, sunglasses, hats, socks, hair accessories, cosmetics bags, and beach accessories.
• Club WOW loyalty program (WowMoney rewards and member benefits) Digital loyalty program for registered customers offering tiered benefits, exclusive offers, early sale access, digital WowMoney rewards combinable with promotional discounts, and dedicated member communications.
• Women'secret Mobile App (iOS and Android shopping and loyalty app) Native iOS and Android mobile application offering the full product catalog, loyalty program access, and exclusive app-only promotions, including a 10% extra discount via the APP10 code.
• Women'secret Multi-brand Marketplace (third-party brands hosted on womensecret.com) Marketplace channel on womensercet.com hosting third-party brands such as Calvin Klein, Tommy Hilfiger, Nike, Adidas, Triumph, Roxy, Havaianas, Gisela, Penti, Bohodot, Cotton Sail, Dorina, Modibodi, Trendyol, Pieces, Robin, Mr. Boho, Arena, Gogana, and Ipanema alongside own-brand products.

Quantifiable outcome

• 100% renewable energy coverage for all Spain operations since January 2020

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Fashion PactcoreStrategic or Co-development Partner · 1 January 2019Coalition of leading fashion companies committed to environmental objectives including climate protection, biodiversity preservation, and ocean conservation. Women'secret, through parent company Tendam, is part of this global initiative.
• Red Española del Pacto Mundial (Spanish Global Compact Network)coreStrategic or Co-development Partner · 1 January 2015Women'secret has been a member since 2002, aligning with UN Sustainable Development Goals (SDGs) and contributing to the 2030 Agenda. The company participates in the #apoyamoslosODS campaign to promote awareness of sustainable development objectives.
• Fashion Industry Charter for Climate ActioncoreStrategic or Co-development PartnerUN Climate Change initiative that Women'secret/Tendam has joined to define action steps and establish initial targets for reducing greenhouse gas emissions by 30% by 2030.
• Business Ambition for 1.5°CminorStrategic or Co-development PartnerInitiative aligned with Paris Agreement climate goals that Women'secret/Tendam has signed onto to drive climate action and sustainable business practices.
• Universidad Politécnica de Madrid (Polytechnic University of Madrid)minorStrategic or Co-development PartnerPartnership for Responsible Design training through the Sustainability and Eco-design Classroom, promoting sustainable fashion education and practices.
• Tendam GroupcoreStrategic or Co-development PartnerWomen'secret is a brand owned by Tendam Group, one of Spain's largest fashion retailers, which also owns Pedro del Hierro, Springfield, Cortefiel, Fifty Outlet, Hoss Intropia, and Dash and Stars brands.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Primark: Mass-market fashion retailer carrying lingerie, sleepwear and beachwear among much broader apparel assortment; competes with Women'secret on price-driven basics and family/intimates categories across European markets.
• Victoria's Secret: Global lingerie leader expanding into European markets; broader scale and brand recognition than Women'secret, but overlapping product categories (bras, panties, sleepwear, beauty) and similar women's target demographic.

Direct peers

• Etam: French-origin lingerie and intimate apparel retailer with European store network and DTC channels; overlaps directly with Women'secret on bras, panties, sleepwear and beachwear.
• Intimissimi: Italian intimate apparel and sleepwear specialist with extensive European store footprint; directly competes with Women'secret in core lingerie, sleepwear, and homewear categories for similar female demographics.
• Calzedonia: Italian intimates, hosiery, swimwear and beachwear specialist with extensive European retail network; directly comparable in swimwear/bikini merchandising and intimate apparel assortment.
• Undiz: French intimates, loungewear and swimwear retailer with primarily physical stores and D2C e-commerce; directly comparable assortment and target demographic, particularly relevant across southern European markets.
• Boux Avenue: UK-based lingerie, nightwear and swimwear retailer with omnichannel model; comparable product depth in intimates, bridal, sleepwear, and comparable mid-market positioning to Women'secret.
• Hunkemöller: European intimate apparel chain with strong physical retail presence and digital loyalty program; competes with Women'secret on the same lingerie/sleepwear/activewear assortment and similar mid-market price points.
• Oysho: Inditex-owned intimates, loungewear, sportswear and beachwear brand with very similar omnichannel model, multi-sub-brand portfolio, and broad product scope — making it one of the closest functional comparables to Women'secret.

Emerging players

• Aerie (American Eagle Outfitters): Intimate apparel and loungewear brand targeting younger female consumers with strong D2C digital presence; partial product overlap with Women'secret's Teen sub-brand and HI&BYE loungewear line.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/womensecret

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Women Secret