The shoe retailer Tamaris is launching a new store concept in which clothing also plays a role.
The new concept is characterized by a “contemporary color and design language that reflects the shopping habits of fashionable women,” said Tamaris on Thursday. The brand, which belongs to the Detmold-based shoe retailer Wortmann Group, relies on monochrome white and wooden elements.
“As a lifestyle brand, licenses are part of our brand identity,” says Jens Beining, CEO of the Wortmann Group. “For the holistic visibility of the brand, it was important to us that the Tamaris textile collection and the associated look competence find their place on the sales floor.”
Even if fashion is part of the new concept, which can be adapted to different markets and will also be used for shop-in-shops, the focus remains on shoes. In addition to the “Lifestyle” concept, there will also be a similar variant that only offers shoes, but can also be converted to the other concept.
The first shop with the new approach opened as a test run in downtown Dortmund and is operated by the Wortmann Group itself. Further openings are planned for Mainz and Rochefort in France. Later, the concept will also be rolled out to the system partners and important export markets.
“We still believe in retail. The fact that we continue to invest in our store concept in times of online global players is a clear signal for our partners,” says Beining. “The loss of footfall in city centers is one of the biggest challenges for retail. Online and on social media, customers are used to being constantly inspired. When they choose to go to the store, they expect the same thing. From constantly changing goods to emotional branding and orientation through themes and looks.”