A new player in the affordable luxury, or “affordable premium,” segment is entering the fashion market in Latvia. Polish clothing brand “TATUUM” will open its first store on 28 February this year at the “AKROPOLE Alfa” shopping and entertainment centre. Entering Latvia’s market is part of the company’s international expansion strategy in Central and Eastern Europe, as well as the further development of its retail network. Over the next three years, “TATUUM” plans to open several new stores in the region, focusing on key Central and Eastern European markets and strengthening their presence through an omnichannel model.
“We are honored that the first “TATUUM” store in the Baltics is opening at the “AKROPOLE Alfa” shopping and entertainment centre. The addition of a new brand to our store portfolio confirms the growth of the shopping centre and its ability to provide a diverse shopping experience. Working together with “TATUUM” will allow us to offer our visitors an even wider range of women’s clothing, combining high-quality materials with the latest fashion trends,” says Kaspars Beitiņš, General Manager of “Akropole Latvija” Ltd.
Strong market position and international growth
“TATUUM” is a Polish clothing brand with more than 25 years of experience, operating in the affordable premium segment. We are currently present in 30 markets, and our retail network includes more than 140 stores in Poland, the Czech Republic, Slovakia, Hungary, Romania and Latvia. At the same time, we are rapidly developing our e-commerce channel, which is an important part of our international growth strategy.
“The opening of our first store in the Baltics, in the capital of Latvia, marks an important milestone in “TATUUM’s” development as an affordable premium brand recognized by European consumers. We will continue to open stores in the Baltic countries, as we see immense potential to offer timeless capsule fashion for women in these markets,” says Paweł Kapłon, CEO of “TATUUM”.
Along with entering the Baltic market, the brand has also launched local online sales at www.tatuum.com/lv, supporting the gradual development of its physical retail presence in this market.
Polish design base and competence centre
The brand’s headquarters and design department are located in Łódź, a historic centre of the European textile industry. The in-house team is responsible for collection development, pattern design and product quality control, which helps maintain consistency in the offering and control over the product development process.
Product strategy and long-term positioning
“TATUUM’s” selection is built on a capsule collection model, with approximately 30 limited collections released each year. The portfolio is complemented by the “ESSENTIAL” line, which includes always-relevant core styles that form a stable part of the brand’s offer.
The brand’s strategy focuses on quality of execution, functionality and a long product life cycle, responding to the growing importance of sustainability and versatility in the clothing industry.
Growth-driving activities in new markets
The “TATUUM” brand has also announced the launch of its latest SS26 campaign, aimed at promoting the idea of capsule fashion as a conscious way to build a coordinated and intuitive wardrobe. The campaign, carried out under the slogan “Discover timeless capsule fashion!”, highlights the brand’s long-standing philosophy based on functionality, versatility and craftsmanship.
The campaign is both image-building and educational. Its goal is to introduce the concept of a capsule wardrobe and show how a limited but thoughtfully designed number of garments can create broad styling possibilities. The brand focuses on presenting different capsule outfit combinations, taking into account individual style and specific situations.
