The final hit, two years before the pandemic. This jewelry and accessories company Tous It is already closing 2022 with a business volume far beyond pre-covid and even higher than where this company is located. Manresa (Barcelona) was calculated just a few months ago. The firm entered 450 million euros, an increase of 17% (and 14% compared to 2019). brand renewal which they launched in September of last year, with a benefit of around 35m euros.
Thus, the company reformulate your brand image and achieve connect with a younger audience. This strategy has passed renew product, style, Malls And brand direction. And according to the figures for the end of the year and the beginning of 2023, the plan is working.
“It’s still early, but early starts were very satisfying and the turnover was cause-and-effect,” he says. CEO of Tous, Carlos Soler Duffoadmitting that, A second semester with the Christmas campaign and generally a very good level of activity. “The truth is that Tous’ clients are of many different ages, but you recognize one style. [en ellos]: What we are trying to do is not to animate a particular data, but to make sure that we are connecting with the data. new generations”, explains the same manager, who now sees the number of clients growing as he has managed to attract a younger audience without losing the client who has been with them for years.
round year
Thus, the company closes a “round” year. First, due to the increase in income; second, to verify that the implemented strategy is working; third, because numbers come out. Tous earned 35.7m euros (60% more) last year after the discount. taxes, proportions, depreciation and others accounting expenses to some operating profit Over 100 million euros. Although these two figures are not historical, they are at levels the company has not seen in 15 years.
“It’s been a great year, we’re very happy because it was the year of the real show of coming out of the pandemic, of regrowth”, Soler-Duffo admitted. ” healthy growth And even though we’ve invested a lot of money, when things are well focused, the revenue line moves faster,” he contextualized, acknowledging that it helped his business have good margins.
cost increase
In fact, as this manager explains, raw materials like gold wave silver Just before Covid, their prices were already very high, so in their case they were not so caught off guard. Turbulence caused by the pandemic and the war in Ukraine. In this sense, Soler-Duffo explains that they try to “make as few changes as possible” and design the new collections in accordance with fashion. material price increaseO. Of course, the company also Closing of stores in Russia and the context of the war in the region had a negative impact on the income statement of €7 million.
In any case, Tous invested 30 million euros last year. business development, technology, store renovation… and the idea is to invest another 30 million in the same this year. For example, they have adapted 200 facilities to date, but more than 400 remain to be completed. In addition, if all goes as planned, Tous plans to open several dozen stores in the markets where it currently operates. Spain, Mexican And United States of America) and continue the growth path that has recovered this year. “We are cautious about 2023, all things suggest it will be an easy year for consumption, but despite the enthusiastic momentum of 2022, the context is ‘clairvoyancehe finishes.