A Jewellery Brand Embracing Global Success


Name of the provider / Family business 


Professional sector and company size 

Jewellery, accessories and fashion retailer, 2000 employees

Need/problems/challenge addressed 

Succession plan and internationalisation



Link to more information  

Tous was founded in 1920 by Salvador Tous Blavi and Teresa Ponsa Mas and has become a world-renowned jewellery brand. With its unique jewellery fashion concept, Tous has successfully built a strong presence and currently operates over 700 shops in 45 countries. The company’s commitment to adapting to local markets and its focus on jewellery and e-commerce have been instrumental in its continued growth and international expansion.

Tous has undergone a smooth generational transition from the second to the third generation of the founding family. The couple’s four daughters, Rosa, Alba, Laura and Marta, joined the company in the 1990s and took on active and high-level roles in the business. Alba is currently president, Rosa vice-president of the company, and Marta heads the research and development department. Their commitment has brought new ideas, innovation and a deep understanding of evolving market dynamics to the company, enabling Tous to thrive.

Recognising the need for a well-defined succession plan, Tous appointed Carlos Soler-Duffo, former commercial director, as CEO in March 2019. Soler-Duffo’s appointment underscores the company’s commitment to nurturing internal talent and ensuring a seamless leadership transition. Soler-Duffo joined Tous in 2012 and has demonstrated an exceptional ability to drive business objectives and align them with the company’s strategic plan.

Tous initially faced challenges in its first attempt at internationalisation due to a lack of thorough market research. However, in the 2000s, the brand found a promising opportunity to expand into Mexico, which proved to be a turning point in its global journey. With great success in the Mexican market, Tous discovered the importance of looking for markets with cultural similarities to Spain. This approach provided a solid foundation for internationalisation, enabling the brand to resonate with customers abroad.

Since then, Tous has gone beyond the search for culturally similar markets and has expanded its presence to more than 50 countries where different cultures are represented. Based on the Uppsala theory, the company initially exported its products through external distribution networks. As its global presence grew, Tous entered into collaborative arrangements in the form of franchising, which now accounts for 42% of its business. In addition, the company has sought direct investments and strategic alliances, including joint ventures, to further consolidate its international presence.