Spanish jewellery and accessories brand Tous plans to open several new stores across Asia Pacific this year, including a standalone shop in a Chinese airport.
Tous described the store in China, which is scheduled to open in the second half of this year, as a “major development” for the brand. Details will follow soon.
Tous said the South Korean duty free market will also be a priority, with the brand set to open more shop-in-shops in partnership with travel retailers in the country.
The store openings build on Tous’s record sales in 2018, which were boosted by 30% growth in the travel retail channel.
At the upcoming TFWA Asia Pacific Exhibition, Tous will showcase its Spring/Summer 19 jewellery collection (Basement 2 F 26).
The collection focuses on the origins of the jewellery profession and the creation of pieces that can be used by multiple generations.
The S/S19 line features jewellery made from pearls, rose gold vermeil, gold vermeil and sterling silver. Highlights include the Straight Collection, which combines urban, ethnic and cultural styles with gemstones, and the Tartan collection which blends craftsmanship with new technology such as 3D printing and manual enamelling.
Other collections include the Mabe Pearl, a yellow gold revival of a jewellery classic, and Falla, a silver collection featuring pastel colours, based on nature and paradise.
New brand ambassador
In a bid to build the brand among younger consumers, Tous has named American actress Emma Roberts as its new face. Roberts has nearly 13 million followers on Instagram and has appeared in films such as Adult World, We’re the Millers and Nerve.
Roberts replaces Gwyneth Paltrow who has represented the brand since 2016.
