INTERVIEW
TAMARIS E
In conversation with…
“Every season Tamaris continues to evolve while remaining true to its core identity. Fashion never stands still, and neither do we.” In this exclusive interview, Jack Cheeseman chats to Daniel Jones, UK Account Manager at Tamaris, discussing how the brand continues to be a dependable partner for UK footwear retailers, and its successful recent introduction of mens-wear!
stablished in 1967, and close to entering its 80th year being part of the Wortmann Group, Tamaris has established itself as a market leader across Europe, building a strong reputation for offering fashionable, comfortable footwear at exceptional value. By consistently responding to changing consumer trends and needs, the brand has maintained broad market appeal and remained highly relevant in a competitive and fast-moving marketplace.
Daniel Jones started running the Tamaris brand for the entire UK market in June last year, having carried it in the south of the UK before that. Daniel and the Tamaris team shared an aligned vision from the outset of how the brand should be positioned within the UK market…
“We recognised that there was a clear opportunity to strengthen the brand’s presence by focusing on its core strengths and ensuring that retailers and consumers fully understood the value proposition that Tamaris offers,” he explains.
Q&A
Q: What’s new for the brand? Daniel Jones: One of Tamaris’ greatest strengths is its ability to evolve every season while staying true to its core identity. Fashion never stands still, and neither do we. Every collection is developed to reflect what’s happening in the wider market, taking inspiration from the latest catwalk trends, consumer behaviour and lifestyle influences from across Europe.
Our design teams are constantly monitoring developments across the fashion industry, from major fashion capitals to social media and changing consumer preferences. The aim is always to interpret those trends in a way that
18 • FOOTWEAR & FASHION TODAY • JUNE 2026
is stylish, wearable and commercially relevant, ensuring Tamaris continues to meet the needs of today’s consumer.
Each season we receive more than 500 new samples, many available in multiple colourways, giving us exceptional choice when selecting the range for the UK market. The depth of the collection means there are always standout styles that combine fashion appeal, comfort and commercial potential, enabling us to offer retailers fresh products that generate excitement and drive sales.
Beyond the product itself, what really underlines Tamaris’ strength is the continued investment being made by the Wortmann
Group. The business is investing heavily in marketing, product development and innovation to ensure the brand remains relevant and continues to grow. At the same time, significant investment is being made in infrastructure, including the expansion of the Group’s logistics centre in Detmold, which will double warehouse capacity and further enhance service levels for customers. These investments demonstrate that Tamaris is not only focused on delivering outstanding collections today but is also building for the future, giving retailers confidence that they are partnering with a stable, forward-thinking business committed to long-term success.
DOWNLOAD THE FOOTWEAR & FASHION TODAY APP NOW SPONSORED BY
“This positioning is particularly valuable, as it enables the brand to appeal to a broad customer base while maintaining strong premium credentials and a highly competitive market position.”
Reflecting on recent years and the emergence from the pandemic, Mr Jones points out that there was a huge reliance on trainers and comfort footwear, as consumers naturally prioritised practicality and casual lifestyles. However, there now appears to be a return to more fashion-focused themes, and that shift plays directly into Tamaris’ strengths, he adds. “Retailers and consumers are increasingly looking for products that combine fashion with wearability, and Tamaris is ideally placed to meet that demand,” Mr Jones continues. “Categories such as wedges and kitten heels have performed particularly well, offering customers stylish options that remain comfortable enough for everyday wear.” Looking ahead, Mr Jones says the SS26 collection was received “extremely positively”, with the raffia story standing out as one of
the strongest elements of the range. The brand garnered a very encouraging response from retailers, demonstrating once again that consumers are looking for fashionable products that offer both value and versatility.
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 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48
