TATUUM, a Polish fashion brand with over 25 years of experience in the “affordable premium” segment, continues to strengthen its presence in Romania and announces its expansion plans for the local market, including future store openings in Brașov, within Coresi Shopping Center, scheduled for the end of June 2026, and in Cluj-Napoca, within Iulius Mall, planned for July 2026. The expansion marks a new step in the brand’s long-term development strategy in Romania, where the company aims to consolidate its presence in major cities over the next three years, according to Romania Journal.
Romania is a strategic market in TATUUM’s regional development. This expansion is part of TATUUM’s strategy to grow its footprint in Romania, with upcoming openings planned in the country’s largest cities and a specific focus on Bucharest, where the brand already operates in Mega Mall.
“The expansion in Romania is part of the long-term strategy, through which we want to be present in key cities and build a solid relationship with the local public, interested in timeless products and superior quality products. We carefully analyze every location, following not only the commercial potential but also the compatibility with our brand values and the TATUUM customer profile,” declares Dimitri Dias, Chief Growth & Operating Officer TATUUM.
This development takes place in a context where consumer behavior is visibly evolving. Romanians are becoming increasingly attentive to the quality-price ratio and are adopting a more informed purchasing process, comparing available options before buying. At the same time, a clear orientation towards durable products and long-term clothing choices is emerging, at the expense of the impulsive consumption characteristic of the fast-fashion segment.
“Romania is a market with significant potential for TATUUM. We observe a maturation of consumer preferences and an increasingly clear orientation towards well-made products that offer long-term value. Brașov is a dynamic city with an audience that appreciates the balance between aesthetics and functionality, and our plans here reflect the desire to be closer to our customers in their daily lives,” underlines Dimitri Dias, Chief Growth & Operating Officer TATUUM.
In this landscape, TATUUM consolidates its positioning as an “affordable premium” brand, relying on constant quality, timeless design, and functionality. Unlike other business models specific to the industry based on ephemeral trends, the brand, which is dedicated to a female audience, launches approximately 30 collections annually, designed to be integrated into a coherent, versatile, and durable wardrobe.
A defining element in the brand’s identity is the cultural heritage, developed in Łódź- a historical center of the European textile industry. This tradition is reflected in TATUUM’s approach, which combines respect for craftsmanship and quality with the contemporary needs of active women. The collections are designed on European patterns, ensuring that fit, proportions, and construction are adapted to the regional audience.
The product philosophy is based on refined simplicity, carefully selected materials, and durability. Each piece is designed to resist wear over time, both aesthetically and functionally, contributing to building a balanced wardrobe. At the same time, the brand applies a “price discipline” principle, establishing a fair price from launch that reflects the product’s real value, without relying on seasonal discounts.
In the local market, TATUUM targets a modern, professionally active female audience that looks for versatile, high-quality pieces and appreciates balanced design and durability. Although the market remains price-sensitive, the brand responds to this reality by offering high-quality standards at an accessible price point in the premium segment.
“TATUUM is planning to end the year with a multi-channel presence in over 30 countries and approximately 190 brick-and-mortar stores across 7 countries, continuing its expansion across European markets, including Spain and Portugal, while developing strategic partnerships and franchise opportunities in new territories”, adds Dimitri Dias, Chief Growth & Operating Officer TATUUM.
In the medium term, TATUUM focuses on consolidating its position in the local market by optimizing the in-store experience and developing closer relationships with customers. The strategic direction follows a balanced evolution, supported by consistency in the offer and a good understanding of Romanian consumers’ preferences.
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