The Spanish jewelry company Tous is driving its strategy of market diversification and increased international growth with the opening of its first business in Berlin. The store has already opened its doors and presents the latest shop concept of the jewelry company.
The shop is located at Neue Schönhauser Straße 6, one of the most traditional shopping streets in the German capital. International fashion brands such as H&M, Birkenstock and the Spanish company Bimba y Lola are already represented there. The management of TOUS classifies the opening in the second phase of the development and implementation of its strategic growth plan. This roadmap was presented in April 2024. In particular, it aims to compensate for the dependence on the Spanish market by strengthening and diversifying the sources of income. This should be achieved through stronger growth and global expansion, including the opening of shops in key cities such as Berlin.
“This opening is a milestone in the implementation of our international strategy,” emphasized Carlos Soler-Duffo, Chief Executive Officer (CEO) from TOUS, in a message from the jewelry company. Soler-Duffo added that the first Tous Store in Berlin was a “gateway to the world”. This is done with a “unique” business model, “which contributes to the further increase in brand awareness”.
A “unique” store concept
Under the motto “A New Bear in Town”, the new TOUS Store in Berlin presents a shop model that has never been the case in the company’s retail network. Similar to the openings of the past few months in cities such as New York and Valencia, Tous is showing a flexible and tailor -made strategy. The company wants to sharpen the identity of its most important business within its growing global retail network.
In this context, the Berlin store underlines the connection between the brand and the German capital. Based on the bear as a common symbol of Tous and Berlin, the jewelry company inside has set up a large bear sculpture inside the business, around which the entire Boutique area at Neue Schönhauser Straße 6 revolves. The different areas of the business are characterized by a enveloping atmosphere, which consists of organic lines and a color palette. This is dominated by a gradient of the intensive fuchsia rosa. This pink forms a visual counterpoint to the neutral white, on which the various jewelry of the brand is presented. In addition to jewelry, TOUS also offers a curated selection of bags and accessories as well as exclusive services in this shop. This includes the personalization of bags and the purchase of “permanent bracelets”.
“Berlin is a city with an incomparable energy, in which history, innovation and creative freedom flow together,” says Anna Sió, head of marketing and communication from Tous. Based on this city profile, according to Sió, one wants to “actively participate in this conversation and establish real connections to the people” who live in the German capital and visit them. This corresponds to the strategy with which the tous drives the implementation of the growth plan. According to the Spanish jewelry company, the “unique, new store concept that is unique worldwide” wants to “promote an authentic dialogue with the local community and create a cultural connection”. This is done through “an immersive experience that celebrates the symbolic connection between the brand and Berlin, which not only share the values of creativity and courage, but also a very special symbol: the bears”.
This article was used with digital tools translated.
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