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Translated by
Nicola Mira
Apr 26, 2019
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Spanish jewellery brand Tous generates sales for €466 million, tops 700-store mark in 2018

Translated by
Nicola Mira
Apr 26, 2019

Tous has recorded another year of revenue growth. In 2018, the Spanish jewellery brand generated sales for €466 million, equivalent to a 4.5% increase over the previous year.

Tous’s President Alba Tous (left) with CEO Carlos Soler-Duffo - Tous

The company underlined that this was a record result. In 2018, Tous also topped the 700-store mark, confirming its status as a multinational brand, with a presence in 56 countries. In the last financial year, Tous entered markets such as Canada, South Korea, Honduras and Kuwait, countries where it sees “a sizeable growth potential.”

“Once again, we demonstrated that our business model is successful, opening 90 new stores worldwide and generating constant sales growth,” said the brand's president, Alba Tous, in a press release. Tous’s strong international presence translates into 460 of its stores being located outside Spain, 65.5% of the brand’s total.

Internationalisation, digital transformation and an omni-channel drive were the three main operational areas in which Tous was busy in 2018. Last year, online sales for the Spanish jewellery and accessories brand increased by 43% over 2017. Tous launched new e-shops in five markets, growing the number of countries where its products are sold online to 19. In revenue terms, e-tail became its third-largest market after Spain and Mexico.

“Digitalising our operations is one of our main priorities and is increasingly important for our business. Opening up new sales channels means making our services more flexible, and adapting to the needs of consumers who use digital tools more and more, and seek to access our products differently,” said Carlos Soler-Duffo, the new CEO of Tous, who was appointed last March.

Soler-Duffo’s arrival is only one of several senior management changes made by Tous recently. Carolina de la Calzada was put in charge of the brand’s online sales, while Marta Tous was appointed creative director.

The company will celebrate its 100th anniversary in 2020, and remains “faithful to its roots and long-established values.” In 2017, Tous inaugurated its own jewellery craftsmanship school. In an interview with FashionNetwork.com, Rosa Tous emphasised the importance of this aspect of the business.

Jewellery is still the core business of Tous, and accounted for 73% of the brand’s sales in 2018, although the company has gradually diversified its product portfolio, introducing leather goods, eyewear, watches and fragrances.

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