Footwear brand Tamaris is rebranding its Comfort collection as Tamaris Wide Fit from the Spring/Summer 2027 season, as it looks to make its wider-fitting footwear easier for consumers to identify.
The brand is positioning its wider-fit styles as an integrated part of its core fashion collection rather than as a standalone comfort range, and the company said the new name better reflects the collection’s key point of difference. While comfort features are now standard across much of the Tamaris range, the former Comfort line is distinguished by offering additional width in the forefoot.
Jens Beining, CEO and Managing Partner of the Wortmann Group, said: “Fashion is the DNA of Tamaris. At the same time, our consumers expect comfort in every Tamaris shoe. The specific difference of the previous Comfort models is the extra width. With Tamaris Wide Fit, we are putting exactly this wide-fit benefit firmly centre stage.”
The rebrand is designed to help shoppers more easily identify styles that offer extra room without compromising on fashion. According to Tamaris, customers are already actively searching for the term ‘Wide Fit’, making it a clearer and more recognisable description than the previous Comfort branding.
From SS27, the transition from Tamaris Comfort to Tamaris Wide Fit will be completed across all business-to-business communications. The wider-fit collection will continue to be designed, produced and distributed by Jana Shoes, Tamaris’ sister company within the Wortmann Group, which specialises in comfort and wide-fit footwear.
Michael Romberg, Chief Production Officer at the Wortmann Group and Managing Partner of Jana Shoes, said the change reflects evolving consumer expectations. “Comfort features such as soft insoles or removable footbeds are now standard in many shoes – the real differentiator is the extra width. With Tamaris Wide Fit, we make this advantage clearly visible and connect our fit expertise even more closely with the Tamaris brand.”
