Parent company of brands Studio F and Ela begins new strategic phase with investment exceeding US$10 million
Eduardo Marín Cardona, Corporate Vice President of STF Group. Photo: Courtesy
TL;DR
- STF Group is launching a strategic transformation called "New Chapter."
- The initiative includes executive restructuring, store modernization, digital acceleration, and an investment of over US$10 million in three years.
- Eduardo Martín Cardona, formerly of Grupo Inditex, has been appointed Corporate Vice President.
- The company plans to renovate 50 stores in Colombia, Mexico, Panama, and Chile between March and May 2026.
- STF Group currently operates over 450 stores in 11 countries.
- A key focus is on digital transformation, including AI implementation for predictive analytics and a strong push for e-commerce and omnichannel strategies.
- The goal is to consolidate STF Group as a leading fashion reference in the region with international standards.