Wortmann Group’s Tamaris to launch multi-million-euro brand campaign in 2026

With an investment of more than €100 million, Germany’s Wortmann Group plans to launch the biggest brand and retail push in its history next year with its core brand, Tamaris. The nine-figure budget will be channelled primarily into building brand awareness and retail relevance.

CEO Jens Beining and chief marketing officer Cathleen Burghardt are focusing on bringing more people into shops and stimulating demand. The aim is also to sustainably increase retail partners’ sales. At the heart of the push is a clear promise to specialist retailers: better earnings opportunities and stock that moves noticeably faster.

Retailer margins will be improved again for the AW26 season: “Margin is important for the trade- and we are continuously improving it. Equally important, however, is ensuring that stock doesn’t sit on shelves and that sell-through rates in retail rise again,” said Beining. “We create demand that converts in store. We are investing heavily in the brand so that our retail partners continue to achieve above-average success with us.”

The strategic priorities of the push are divided into five programme pillars. The first is to increase sales by optimising the brand experience. The initiative interlinks high-reach campaigns, digital touchpoints, and regional activation to channel attention directly to retail partners’ points of sale. It’s not just about visibility but about genuine added value for partners, such as brand relevance, sparking purchase intent, and increasing sales, emphasises Cathleen Burghardt.

The aim is to build loyalty and bring customers back into shops in 2026. A dedicated loyalty programme that enables personalised communications and relevant offers will support this. One of the stated goals is to increase repeat purchases and noticeably raise return-visit rates to partners’ shops.

Tamaris also aims to tap into new target groups with the men’s footwear sub-brand TMRS Men by Tamaris, among other initiatives. This will complement the existing range, increase sales-area productivity, and create cross-selling opportunities.

Women, the brand’s strong core target group, remain in focus: the extension complements rather than replaces and strengthens Tamaris as a lifestyle brand, says Cathleen Burghardt. The targeted strengthening of the European core markets and the expansion of global presence in the coming years should also increase international appeal and desirability at the point of sale (POS).

High-impact brand moments such as the recently announced partnership with Helene Fischer will act as traffic drivers. Tamaris is thus consistently relying on the power of a strong brand as a motor for retail and is creating long-term support from which partners are expected to benefit directly in their day-to-day business.