Affordable premium European fashion brand “TATUUM” has officially entered the Baltic market this year, opening its first store in Riga. The new store opened its doors to customers on Saturday, 28 February, at “Akropole Alfa” shopping centre, marking an important step in the company’s long-term international expansion strategy and strengthening the brand’s position as a versatile lifestyle brand across Central and Eastern Europe and the Baltic region. The opening event was attended by influencers and known public figures, including Beāte Katrīna Zeltiņa-Šķēle, Indra Salceviča, Alena Bule, Patrīcija Anna Vavilova, and others.
“Opening a store in Riga is an important element of our plan for 2026 which is to open 40 new stores and strengthen “TATUUM’s” position in Europe as a dynamically growing, accessible premium brand. We are confident that our presence in the Baltic countries is an important factor for the brand’s success,” says Dimitri Dias, Chief Growth and Operations Officer at “TATUUM”.
Expansion strategy in the Baltics and further development
Entering the Latvian market is part of a broader development strategy for 2026 and beyond. The brand is currently present in more than 30 countries, and Latvia has become the sixth market with directly managed stores. Two additional store locations in Riga have already been selected — “Akropole Riga” and “Plaza Riga” shopping centres — both planned to open in the first half of the year.
Following its launch in Latvia, “TATUUM” also plans to expand further into Lithuania. Over the next two years, the company aims to establish a network of 15 stores across both Baltic markets. The optimal store size ranges from 250 to 500 m², ensuring a scalable and commercially efficient development model.
New store concept: warmth, naturalness, timelessness
The Riga store is another location implemented in “TATUUM’s” new aesthetic store concept, which the brand is gradually rolling out across its markets. The interior design is based on natural materials, warm tones, and solutions that emphasize shopping comfort. Textures and details reference craftsmanship and inspiration from nature — values that form the foundation of the brand.
The store is designed as an environment for calm and conscious choices. The collection layout highlights the capsule principle and stylistic cohesion, enriching the shopping experience in line with the brand’s philosophy.
Brand offer and manifesto
The newly opened store features a selection of current collections, including the permanent “ESSENTIAL” line — core, timeless styles that form the foundation of a capsule wardrobe. The brand’s product strategy foresees the launch of approximately 30 limited capsule collections per year. These combine craftsmanship and art, original design, and inspiration from nature.
The brands manifesto — “Welcome to TATUUM – the world of capsule collections” — is reflected both in the structure of the offer and in the brand’s long-term approach to design. A synthesis of craftsmanship and art, unity in diversity, and nature-inspired timelessness form the basis of TATUUM’s positioning in the accessible premium segment.
SS26 campaign: a unified start in the Latvian market
The collections presented at the store opening are available both in-store and online. At the same time, the brand has launched its latest campaign with the slogan “Discover contemporary capsule fashion”, aimed at increasing awareness of the capsule-wardrobe concept and highlighting the quality and versatility of the designs.
With its debut in Latvia, the local online store has also been launched: www.tatuum.com/lv
About “TATUUM”:
“TATUUM” is a Polish apparel brand with more than 25 years of experience in the affordable premium segment. “TATUUM’s” head office and design department are located in Łódź, a historic European textile-industry center. The in-house design team is responsible for collection development, design, and quality control, ensuring consistency and full oversight of the product development process. Currently, the brand is represented in Poland, the Czech Republic, Romania, Slovakia, and Hungary with more than 130 stores, and continues to expand by opening its first store in Latvia.
“TATUUM” specializes in capsule collections, creating approximately 30 original, limited-quantity capsules each year that complement one another. Each collection is a new chapter in one coherent story — featuring original design, thoughtful functionality, and a contemporary, cross-generational character.
