The Wortmann Group has announced that From Spring/Summer 2025 its NEWD.Tamaris brand will operate independently and simply become NEWD.
The company said it wants to open up new opportunities and target groups. With the pulling power of the Tamaris brand, NEWD. has successfully established itself on the market and has recorded impressive sales in the last two seasons, “but now it is time for the next step”, the company said.
In the future, the brand will focus solely on product, packaging and communication touchpoints. “We will position NEWD. more independently in terms of communication but still as “A brand of Tamaris”, it said.
“NEWD. will remain a part of the Tamaris family and will continue to benefit from the many years of experience and established processes of the Wortmann Group,” said Marlena Redeker, who is responsible for NEWD’s brand strategy. “At the same time, we serve an independent target group in the premium entry-level segment – a market with enormous potential and high demand.
The highlights for SS25 include red insoles, rivet decorations, straps and heel caps in zebra prints as well as colour accents in red, silver or lilac. The new collection will be presented at MICAM in September and in the showrooms in Detmold, Hamburg and Salzburg, where NEWD. will be supported by the sales agencies FashionSuite and Nina-Jo Eibel from SS25.
“The aim is to develop future-oriented business areas and to clearly position ourselves in fashion retail with a young, innovative team and the pulling power of a strong group of companies,” explained Jens Beining, CEO of the Wortmann Group.
