TOUS: Omnichannel transformation in the affordable luxury jewelry market

TOUS, a Spanish affordable luxury jewelry brand founded in 1920, underwent a profound digital and omnichannel transformation between 2020 and 2025. Through the TOUS Next plan, the company fully integrated its physical and online channels, shifting from a traditional model of boutiques and franchises to a unified ecosystem where its website, app, and stores operated as a single platform. E-commerce accounted for only 6% of sales in 2017 but rose to represent 24% of revenue in 2024. This shift was supported by centralized inventory, click-and-collect and ship-from-store services, and concept stores that combined experience, technology, and logistics. These stores served as both immersive touchpoints and micro-distribution hubs, giving customers access to the entire global inventory via any channel. TOUS?s omnichannel push enabled the company to improve its understanding of customers through an advanced CRM system and data-driven marketing, increasing loyalty and reducing customer acquisition costs. At the same time, the company consolidated its retail network by buying back franchises, ensuring brand consistency and full control over the customer experience. As a result of this integration, omnichannel customers shopped more often and spent more, and the digital channel became a market in its own right within the TOUS model. With record 2024 revenue of ?523 million, TOUS had positioned itself as a truly omnichannel retailer, capable of delivering a seamless, personalized experience across all touchpoints.