This is the result of implementing the global development and digitization strategy of the TOUS brand. Promotional activities and strategic investments around the world focus on strengthening initiatives that resonate well across all 35 markets in which the company operates, particularly targeting younger Generations X and Z.
In 2023, the brand made further investments worth a total of EUR 38 million, representing a 25% YoY increase, strengthening its omnichannel sales concept with a network of over 600 physical and online stores.
The company consolidated its digital operations, recording 17% YoY growth. and accounting for 23% of the company's turnover.
TOUS NEXT's transformation began in 2020. During this period, the company's total turnover increased by 21%, profits increased by 72% and the digital channel's share of the business increased from 9% to 23%. – As part of this strategy, not only has communication to younger consumers been changed, but we have also made investments in building a high-quality network of TOUS showrooms, an e-commerce platform, and omnichannel projects – says Artur Garnczarek, managing director of the TOUS brand for Europe and the Middle East.
ESG activities including a local jewelry school
The brand is also introducing TOUS Afterlife, a collection made of recycled materials in cooperation with local workshops supporting socially excluded people – in accordance with ESG standards.
Post-purchase jewelry management services have also been expanded, offering repairs, modifications and servicing without the need to replace the product – as part of the Aftersales program. 85% of repairs are performed locally in Poland.
The brand also runs the TOUS School social and educational project, under which it has agreements with 10 schools in Spain, Mexico, Portugal and Poland. The Antidotum School in Poland is the first private jewelry design school in the history of post-war Polish goldsmithing.
