NEWS


Tamaris strengthens its retail offering with huge investment


T


amaris is launching an ambitious new offensive on the footwear industry, with increased brand awareness, relevance


and appeal, helping to increase sales for its retail partners in the long term. The brand is saying it’s one of largest retail


initiatives in the company’s history – with investment of over Ð100 million – which has a clear focus on attracting more people into physical stores and stimulating demand for the brand. At the centre of the campaign is a clear


promise to specialist retailers: better earnings opportunities and merchandise with a significantly faster turnover. For the AW26 season, Tamaris is once again improving its margin compared to AW25. “Margin is important for retailers – and we


are continuously improving it, but it is equally important that goods are not left lying around and to see a new increase in sell-through rates,” explained Jens Beining, Managing Partner of Wortmann Schuh-Holding KG and CEO of Tamaris. “We are delighted that the many measures


and services already implemented have been so successful – but we want to do even more for the retail sector: we are creating demand that is benefiting retailers. We are investing heavily in the brand so that our retail partners can continue to enjoy above-average success with us.” The strategic focus of the future offensive


includes: 


Brand experience to increase sales:


Integrating mass-reach efforts, digital touchpoints, and localised targeting to channel the attention directly to its partners’ stores. 


Building customer loyalty and bringing


them back to high-street stores: Including a new loyalty programme that allows for personalised approaches and relevant offers.


Above: Cathleen Burghardt (Head of Marketing Tamaris) and Jens Beining (Managing Partner and CEO of Wortmann Group)


 Winning over new target groups: With the


men’s shoe sub-brand TMRS MEN by Tamaris, the brand is tapping into additional consumer segments. 


International appeal: The European core


markets in the coming years will increase the radiance and impact of Tamaris. 


Great brand moments as frequency drivers:


Collaborations such as the recently announced partnership with the Helene Fischer 360° Stadium Tour 2026 connect Tamaris with millions of people. This largest brand and retail initiative in Tamaris’


history is a clear commitment to retail partners and joint value creation. Continuously improved trade margins, targeted demand programmes and the strengthening of the brand as a frequency driver at the point of sale all work together to achieve this.


Wortmann plans for the future with changes at the top This latest plan from Tamaris comes after its owner, Wortmann Group, unveiled some new internal changes that it said will help to position the company for the future, as Tamaris management plan to step up to “ensure continued corporate success”. The future management team at Wortmann


KG consists exclusively of long-serving employees who began their career with the company. The family-run company is thus focusing on experience, reliability and the sustainable promotion of young talent, it said. With Partner and MD Ulrich Klüber’s


retirement coming up in Summer 2026, Matthias Rodemeier will become the new Partner and MD of Wortmann KG and Chief Product Officer. In addition, Michael Romberg, who is already MD and Partner at Jana Shoes, will take over as Chief Production Officer at Wortmann KG – responsible for overseeing the sourcing and production of the Tamaris brand and will thus also perform a coordinating role within the Group. In Summer 2027, Dr Giovanni Lacatena will end his operational responsibilities at Wortmann KG as planned and on 1 June 2027, Nico Gold will become Chief Sales Officer at Wortmann KG. In addition to his role at Wortmann Fashion Retail, he will be responsible for international sales and system partnerships. Over recent decades, Horst Wortmann, the


company’s founder, and Jens Beining, Managing Partner and CEO of the Wortmann Group, together with Partners and Managing Directors Ulrich Klüber and Dr Giovanni Lacatena, have developed the Wortmann Group into one of the strongest fashion companies in Europe. “The generational change at Tamaris, which has been initiated at an early stage, ensures continuity, allowing the company to remain on course for future success,” said Mr Beining. “The future management represents the customary reliability, specialist retail orientation, willingness to innovate and the sustainable further development of the brand.”


DOWNLOAD THE FOOTWEAR TODAY APP NOW SPONSORED BY


DECEMBER 2025 • FOOTWEAR TODAY • 5


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32