In 2021, the Wortmann Group founded Newd.Tamaris as a premium brand. “This trading-up is another important step in the long-term Tamaris strategy. The love for shoes and the great trust in our brand encouraged us to create this new collection,” said Jens Beining, CEO of the Wortmann Group, at the launch of the brand. According to the company, the collection is aimed at stylish and brand-conscious women with quality awareness.
From December 2022, Newd Tamaris announced a new fashion program with fashionable lace every month with Newdrops. The aim is to set itself apart and offer added value for retailers, while at the same time responding to the ever-faster changing fashion landscape. Thanks to production in Europe, retailers should be able to rely on an on-demand offering.
In autumn 2022, Newd.Tamaris became a partner of designer Kilian Kerner for the first time. In the summer of 2024, the Wortmann Group announced that it wanted to explore new communicative paths with its sub-brand: Instead of Newd.Tamaris, the brand has since operated under Newd.
The aim is to reach new target groups. “As ‘A brand of Tamaris’, Newd remains part of the Tamaris family and continues to benefit from the Wortmann Group’s many years of experience and established processes. At the same time, we serve an independent target group in the premium entry-level segment – a market with enormous potential and high demand,” said Marlena Redeker, responsible for Newd’s brand strategy.