Tous sees sales jump almost 10% as e-commerce sales spike

Spanish jewellery brand Tous has announced its results for 2016, revealing a sales increase to 403 million euros (US$424 million), up 9.4% compared with the previous year, when it achieved sales of 368 million (approximately US$387 million).

Alba Tous said the company is particularly pleased with the continued progress of the e-commerce channel, which increased by 130% last year - Tous

The full year performance was boosted by the retail segment both in its domestic market (up 6%) and worldwide (up 10%) as well as the continued development of the e-commerce channel (up 130% year on year).

The affordable jewellery and accessories company continued its international expansion by launching more than 50 stores in existing markets, and arrived in the Czech Republic and Qatar.

China, a key market for the brand, performed in line with expectations and ended the year with a total of 15 stores. Tous is also preparing to open two new flagship stores in Shanghai in the first quarter of 2017.

The flagship concept was also introduced in major stores on Rome’s Via Frattina, at Unicentro Bogota, Masaruk in Mexico City, Dubai Mall in the UAE, Soho and at the Westfield World Trade Center in New York.

The brand’s presence in Spain was strengthened with new openings on Calle Serrano and Gran Via in Madrid, as well as Paseo de Gracia in Barcelona.

Tous’ e-commerce platform has been performing particularly well in the past two years, rising by 80% in 2015 and 130% last year. The brand has now a digital presence in 10 countries after expanding its operations to include Poland, Russia and Greece.

“We are very pleased with the success of the online store globally and especially in Spain, where we have doubled our growth. E-commerce now accounts for more than 4% of our company sales, which will encourage us to continue to offer our consumers the best shopping experience possible,” said company President Alba Tous.

The brand said it will also continue to focus on improving its presence in the travel retail channel. In 2016 it opened a new store in Shanghai Hongqiao airport’s Terminal 2, which joins other openings in international airports in 2015, including Miami, Panama and Barcelona.

Jewellery accounted for 67% of Tous’ sales in 2016, followed by handbags and accessories, which generated 16% of sales.

Translated by Barbara Santamaria

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