Tous teams up with Emma Roberts, announces new flagship store in Barcelona

Family-owned Tous has ended the week with several announcements, including the unveiling of actress Emma Roberts as new global ambassador and an expansion plan which will see it open in a key area of Barcelona.


Emma Roberts fronts Tous' latest ad campaign, 'Stay tender' - Tous

The Spanish jewellery and accessories firm said it is working on the launch of a new flagship store on Portal de l’Àngel in Barcelona — the most expensive shopping street in Spain. Currently, Tous has 27 stores in Barcelona and the surrounding area, including boutiques on Diagonal and Paseo de Gracia, where it also operates a Rolex store, and concessions in El Corte Ingles branches in Portal de l’Àngel, Plaza de Cataluña and Diagonal. The company did not provide further details on the opening, but said the move is part of its business plan with a view to expand globally.

In a further step to boost its international appeal, the Spanish brand has named American actress Emma Roberts as the face of its new Stay Tender campaign. Building on the company’s Tender Stories initiative, the campaign will launch across multiple channels in more than 50 countries this month. Tous vice president Rosa Tous, who recently talked about the company’s direction in conversation with FashionNetwork.com, said: “Tous has always been a brand closely linked to the creativity of emerging talent, and that is something we want to assert with this campaign.”

Led by Carlos Soler-Duffo as chief executive since last February, Tous is backed by Swiss private equity firm Partners Group, which acquired a 25% stake in 2015. It ended 2017 with revenues of 446 million euros, up 10.6% year-on-year. Currently, the brand has over 700 stores in 50 countries.

Translated by Barbara Santamaria

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