BRAND FEATURE
Tamaris comfort becomes Tamaris Wide FIT
For the Spring/Summer 2027 season, Tamaris is sharpening its brand architecture with a clear strategic focus. Comfort will remain an integral part of every Tamaris shoe, but the defining feature of the former Tamaris Comfort collection has always been its wider fit. With the introduction of Tamaris Wide Fit, this unique selling point is now be reflected directly in the product name and communication, making it easier for consumers to recognize the collection’s key benefit at first glance.
S
ince the Autumn/Winter 2022 season, Tamaris has been serving the comfort and wide-fit segment together with
Jana shoes, the comfort footwear specialist and sister company of Tamaris within the Wortmann Group. Under the name Tamaris Comfort, the collection has successfully established itself in the market and has become a popular choice among women looking for fashionable footwear with additional space and enhanced comfort. With Tamaris Wide Fit, the brand is taking
the next logical step. Rather than positioning the range as a separate comfort collection, the wide-fit styles will now be fully integrated into the main Tamaris collection while being clearly identified through the new Wide Fit designation. This approach strengthens Tamaris’ fashion-first positioning while ensuring that consumers can easily identify shoes offering additional width in the forefoot area. “Fashion is at the heart of the Tamaris brand.
At the same time, our consumers naturally expect every Tamaris shoe to offer outstanding comfort,” says Jens Beining, CEO and Managing Partner of the Wortmann Group. “The defining characteristic of our former Comfort collection
34 • FOOTWEAR & FASHION TODAY • AUGUST 2026
has always been the wider fit. With Tamaris Wide Fit, we are putting this benefit front and center while connecting it even more closely with Tamaris’ strong fashion identity.” The Tamaris Wide Fit label identifies
styles that provide extra room in the forefoot, offering an ideal solution for women who require additional width without compromising on modern design or current fashion trends. The collection is aimed at women of all ages who appreciate contemporary
styles but need more space for a comfortable fit. Initial experience from online channels and selected retail stores has shown that consumers quickly understand the internationally recognized term “Wide Fit,” helping them identify suitable products and make purchasing decisions more confidently. The close collaboration with Jana shoes will
remain unchanged. As part of the Wortmann Group, Jana shoes will continue to develop, manufacture and distribute the Wide Fit collection while contributing its extensive expertise in comfort footwear and wide-fit construction.
“Comfort features such as soft insoles or
removable footbeds have become standard in many shoes today,” explains Michael Romberg, Chief Production Officer of the Wortmann Group and Managing Partner of Jana shoes. “What truly sets these models apart is the additional width. With Tamaris Wide Fit, we make this advantage immediately visible while strengthening the connection between our fit expertise and the Tamaris brand.” Since the Spring/Summer 2026 season,
Tamaris Wide Fit has gradually become part of the brand’s communication across Europe. Supporting this new positioning is a distinctive terracotta-colored emblem that identifies all Wide Fit styles. Rather than using a separate signal color, the new emblem integrates harmoniously into the Tamaris design language, creating a more premium and cohesive brand appearance. With the launch of the Spring/Summer 2027
collection, the transition from Tamaris Comfort to Tamaris Wide Fit will be completed across all B2B communication, including sales materials, point-of-sale assets, digital platforms and marketing activities. Tamaris continues to stand for fashion,
lifestyle and contemporary design while reinforcing a clear and easily understandable product benefit through Tamaris Wide Fit. The collection is designed for women who need additional room in their shoes without compromising on style, offering a perfect combination of fashionable design, reliable comfort and an optimal fit.
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