Barcelona is a benchmark in the world of fashion. The city has a long tradition in this sector and its creativity allows it to internationally boost local brands such as TOUS and LAAGAM. These are two examples of companies that have projected their brand to the world from the Catalan capital, showcasing made in Barcelona and local production. TOUS is a long-standing family business that has just celebrated its centenary, while LAAGAM, born in 2017, is one of the best exponents of emerging brands that have managed to connect with the public and carve out a niche in the competitive global fashion market.
To learn firsthand about the experience of each of these two successful firms, we have invitedRosa Tousand toInés Arroyoso that you can join us in the next session of the cycleThe New Barcelona – Moments Estel·lars, organized byThe New Barcelona Post with the sponsorship of CASA SEAT, Must Media GroupandBarcelona Global.Member of the family that owns the Catalan jewelry brand, Rosa Tous is the corporate vice president andReach and relevance officer of TOUS, while Inés Arroyo is the founder and creative director of LAAGAM. Both will converse with the journalist and professor of UPF-BSMToni Aira in a session that will take place at 6:30 p.m.on Monday, November 6, at CASA SEATwith the mottoFrom Barcelona to the world: the success story of TOUS and LAAGAM. The meeting can also be recovered later in podcast format onSpotifyor watch the video on our channelYoutube. Registrations are now open to attend as an audience member and also to ask questions to the speakers.To get a free ticket, click here. With Tous and Arroyo we will debate how they have relied on the Barcelona brand to make their way internationally, on how the fashion and jewelry sector also contribute to positioning the city internationally and on the legacy of Catalonia's textile and artisan tradition.In addition to being based in the Barcelona area, both companies share many similarities, such as their commitment to fully design one hundred percent of their fashion, accessories, and jewelry collections, their strategic commitment to local production, artisan craftsmanship, and sustainability, and the vision of beingreferents in the so-called affordable luxury segment.Both businesswomen, however, exemplify differentiated business models, as TOUS has opted to grow internationally with the opening of its own stores worldwide, while LAAGAM is a native digital brand focused on selling through the online channel. How do both brands address the challenge of circularity and sustainability in the fashion world? What new communication strategies have they adopted to connect with their target audiences?What projects and growth plans do you have for the coming years?These and many other questions are what we will address with Tous and Arroyo in this new session of this cycle aimed at highlighting the great assets that Barcelona has in the business, social, and cultural spheres.Tous, more than 600 stores in the world25% owned by the Swiss fund Partners Group,TOUS closed 2022 with the best year in its history, with a record turnover of 450 million euros and a growth of 17%. Its operating profit (EBITDA) climbed 26%, to 101 million euros. The brand has more than 640 stores in 46 countries and already obtains 21% of its income from online sales. Its five main markets are Spain, Mexico, the United States, Poland, and Portugal. 70% of its income comes from the sale of jewelry, 20% from accessory collections, and 10% from the watch area.
A gemologist by profession, Rosa Tous studied at the Gemological Institute of America in Los Angeles, California, and completed the PADE program at IESE. She joined the family company in the 90s, when the brand began to expand internationally and created the marketing and communication area and promoted the training area. Currently, her main function is to work on the different corporate aspects of the group, representing the brand as a spokesperson in internal or external events and establishing relationships and links that help TOUS in its growth and consolidation.
Rosa Tous has been corporate vice president since 2013 and in 2022 she has also assumed the role of Reach and Relevance Officer. In addition, she is a member and second vice president of JORGC, the official college of jewelers, goldsmiths, watchmakers, and gemologists of Catalonia; a member of the Board of Directors of Círculo Fortuny since 2016 and of the Foro de Marcas Renombradas since 2019; president of ANDEMA, since March 2017; a member and active participant of IEF, Instituto de Empresa Familiar in Spain and Patron of the Arcoíris Foundation. Now, she has also just joined the Advisory Board of the Istituto Marangoni Miami, the prestigious international fashion and design institution with multiple locations worldwide.
Inés Arroyo created Laagam in 2017 with her brother, Diego Arroyo, and with Cristian Badia. The businesswoman is also a well-known influencer with more than 300,000 followers on Instagram and hosts the leading podcast in the fashion sector, Ruido Dazz, where she converses with some of the most inspiring and influential women of the moment. Laagam was chosen in 2021 by Wired magazine as one of Europe's hottest startups and is also part of the 30 Under 30 Europe ranking compiled by Forbes.
Participated by the investment group Cabiedes&Partners,Laagamhas as its mission to empower women and defines itself as a firm that creates "unique, attainable pieces of daring haute couture for special everyday occasions." Dresses account for 41% of the company's sales, which is oriented towards thetotal look, that is, it dresses women from head to toe, so it also produces shoes, pants, blouses, and all kinds of jackets and accessories. Every Wednesday,Laagamlaunches new limited edition garments and its objective is to minimize stock and be able to produce only on demandin the workshops with which it works fundamentally inCatalunya, which allows them to reduce costs and enhance their sustainability aspect, which constitutes a strategic pillar of the brand. The garments ofLaagamare exported to more than 50 countries. When the client selects a garment, they are given a choice between two modalities. If the product is available in stock, it is shipped within 24 to 72 hours, whereas if it is a made-to-order garment, delivery takes three weeks.Add The New Barcelona Post as your preferred Google source for free
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