The new TOUS store opens at Neue Schönhauser Str. 6, in the heart of the Mitte district. Under the slogan “A New Bear in Town”, it celebrates Berlin’s unique energy and creativity. It is not just a store, but an experience. At the centre, a large-scale sculpture of the TOUS Bear welcomes visitors, reflecting the brand’s essence and the city’s bold character.
The interior combines organic shapes and expressive colours. TOUS’s jewellery heritage blends with Berlin’s urban and contemporary style. Every detail invites visitors to explore collections of jewellery, bags and accessories. In addition, infinity bracelets and bag customisation are offered, creating unique moments for each visitor.
This global concept, unique in the world, aims to bring the brand closer to the local community and Berlin’s culture. The opening is part of the second phase of the strategic GEM (Growth, Elevation, Mindset) plan, which drives TOUS’s expansion in key cities and reinforces sustainable growth.
Anna Sió, TOUS’s Marketing and Communications Director, emphasises that Berlin has an incomparable energy, where history, creativity and freedom coexist on every corner. She adds that the brand wants to be part of that conversation and build real connections with people.
Meanwhile, Carlos Soler-Duffo, TOUS’s CEO, highlights that the opening marks a milestone within the GEM plan, describing it as a gateway to the world with a unique store model that allows the brand to continue elevating itself and connect authentically with its customers.
With this opening, TOUS brings its creative spirit to the city, blending accessible luxury, innovation and urban culture in Berlin.
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