Spain's Tous brand makes its China debut
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Models present Tous' jewelry and accessories. [Photo provided to China Daily] |
The brand was founded in 1920 by Salvador Tous Blavi and his wife Teresa Ponsa Mas as a small watch repair shop, which developed to be a well-known jewelry business.
In 1965, the brand was inherited by the founders' son Salvador Tous and his wife Rosa Oriol, who injected Tous with a new youthfulness and modernity.
In 1985, Oriol was on holiday when she saw a teddy bear in a shop window. Inspired, she decided to recreate the bear in gold. The bear not only became a symbol of the label, but also the starting point of its global expansion.
Tous has about 500 stores in more than 40 countries across five continents, with shops in major global cities such as New York, Mexico City, Warsaw, Moscow and Tokyo.
In China, the brand is working with major department store chain operator Parkson Group, with the store able to offer expertise and knowledge of the Chinese market.
Parkson is adjusting the brand portfolio by adding more fashion-oriented brands such as Tous, in order to cater to the changing tastes of Chinese customers, says Zhang Ruixiong, CEO of Parkson Group.
"Chinese customers are now going after fashion and life quality. So we try to transit from traditional department store to a lifestyle-emphasized business," he says.
Compared to other affordable luxury jewelry and accessories brands that have opened in China before, Folache says the brand is going to stand out for its great creativity and innovation.
Together with unique collections, the brand also tries to create a unique shopping experience for the customers.
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