Cathleen Burghardt (Head of Marketing Tamaris) and Jens Beining (Managing Partner and CEO of Wortmann Schuh-Holding KG)
Tamaris 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 €100 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:
- Brand experience to increase sales:
The initiative integrates mass-reach efforts, digital touchpoints, and localised targeting to channel the attention directly to our partners’ stores. “It’s not just about visibility, but about real added value for our partners: brand relevance that creates buying impulses and increases sales,” said Cathleen Burghardt, Head of Marketing at Tamaris.
- Building customer loyalty and bringing them back to high-street stores:
In 2026, Tamaris will also launch a loyalty programme that allows for personalised approaches and relevant offers. One of the declared goals is to increase repeat sales and significantly increase return rates to partner stores.
- Winning over new target groups:
With the men’s shoe sub-brand TMRS MEN by Tamaris, the brand is tapping into additional consumer segments, increasing sales per square metre and creating cross-selling opportunities. The brand is not losing sight of its strong core target group of women, however: the expansion complements, rather than replaces, and strengthens Tamaris as a lifestyle brand.
- International appeal:
The targeted strengthening of the European core markets in the coming years will increase the radiance and impact of Tamaris. By boosting the brand’s presence and desirability, all its retail partners will benefit.
- 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. The brand channels this emotional attention into clear incentives to visit stores, with campaigns, in-store promotions and activities, and prize draws, thereby boosting sales.
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.
