'We really are data mad': Inside Jaume Miquel's decade remaking Tendam

On a January morning in 2026, the chairman and chief executive of the Spanish fashion group Tendam stood in front of a business audience at Esade in Barcelona and reduced a decade of work to a single, wry phrase. "We really are data mad," Jaume Miquel said, explaining how obsessively the owner of Cortefiel, Springfield and Women'secret now reads its customers before it makes a move.