Tous has presented a new brand image in Madrid coinciding with a crucial moment in the history of this Catalan company.
"We celebrate the centenary in 2020 and after two years of the pandemic and a lot of work, we present an evolution of the brand to live 100 more years," President Rosa Tous announced on Wednesday at a press conference together with Rosa and Laura Tous.
The new logo of the jewelry firm has changed the typography but without introducing major changes. “We don't want to break with the past. We want to continue being a friendly and close brand but from now on it has a sense of humour, audacity and creativity”, detailed the director of design, Israel López, and the director of marketing Anna Sió, after showing an advertisement starring young people multiracial.
The transition to this new stage not only includes the redesign of the brand, but also the change of stores and products. In fact, the firm has launched a new version of the iconic bear, which has evolved into a 3D figure painted in different bright colors.
According to the CEO, Carlos Soler-Duffo, all the changes will be carried out gradually. In the first year, 25% of the stores will already be refurbished and the production processes will be adapted over time.
The company, which does not reveal investment figures, claims to be going through a moment of full expansion despite the context of hyperinflation and global uncertainty. "We have not passed on the price increase to our customers and we maintain the forecast of reaching 400 million euros, exceeding pre-Covid revenues in 2022."
Currently, the company has a network of 700 jewelry stores in 50 countries around the world. It is growing strongly in Latin America after being forced to sell the Russian business in the summer.
