Tamaris introduces men’s shoe collection and launches Nowana

The popular women’s shoe brand is expanding its range to include men’s shoes for the first time; under the new sub-brand, TMRS MEN, the range will be presented independently at the point of sale while at the same time benefitting from the high profile and familiar values associated with the “by Tamaris” promise.

“Our brand strategy remains clearly focused on the female target group,” explains Jens Beining, CEO of the Wortmann Group. “However, with TMRS MEN by Tamaris, we are utilising the strength of our core brand to strategically expand the range and open up a new dimension – one that integrates men as a natural part of this world.”

Whilst with Nowana, Tamaris is launching a lightweight sneaker that testifies to a new identity, while at the same time bearing the popular shoe brand’s unmistakeable signature style. This product launch marks an important milestone in Tamaris’ strategic orientation. The international launch is to be accompanied by a campaign that is unique in the brand’s history.