Tendam appoints Mónica Sala to lead artificial intelligence and transformation

Spanish fashion group Tendam, which houses brands such as Cortefiel, Pedro del Hierro, and Springfield, has announced the appointment of Mónica Sala from Orange Spain as the head of artificial intelligence and transformation.

Mónica Sala, who served on the board of directors at Orange Spain and managed areas such as strategy, B2B, systems, and networks, will assume her new role starting January 1, 2027. Sala will join the group's executive committee and report directly to Chairman and CEO Jaume Miquel.

With this appointment, the fashion group aims to strengthen artificial intelligence as a strategic capability in order to drive growth and profitability. The company currently has around 30 artificial intelligence use cases in place.

Tendam CEO Jaume Miquel stated that artificial intelligence is part of their growth strategy and expressed their desire to spread this capability across the entire value chain. Mónica Sala emphasized that Tendam possesses every position required to lead the transformation in its sector.