Tous Appoints Susana Sánchez as New CEO Amid Strategic Growth Plans
September 20, 2025 – In a significant leadership transition, Spanish jewelry brand Tous has announced the appointment of Susana Sánchez as its new Chief Executive Officer. This change comes in the wake of Carlos Soler-Duffo’s departure after a notable 13-year tenure, during which he played a pivotal role in the company’s evolution. The announcement was made earlier this week, marking a new chapter for the Catalan brand.
A New Era for Tous
Sánchez, who previously held the position of CEO at the Portuguese fashion and accessories brand Parfois, will now lead Tous as it seeks to enhance its market presence and drive sustainable growth. Her successor at Parfois, Luis Maseres, will take over the reins of that company, indicating a broader trend of leadership shifts within the fashion industry.
In her new role, Sánchez will report directly to Alba Tous, the chairwoman of the company. The brand has expressed confidence in her ability to “accelerate the company’s sustainable growth,” a goal that aligns with Tous’s GEM strategic plan-an initiative focused on Growth, Elevation, and Mindset. This plan emphasizes innovation, creativity, and the importance of connecting with younger generations, a demographic that is increasingly influential in the luxury market.
Strategic Vision and Industry Experience
Alba Tous highlighted the significance of Sánchez’s appointment, stating, “With Susana’s arrival, we are embarking on an exciting new phase that continues our GEM strategic plan.” She praised Sánchez’s extensive knowledge of the fashion industry, innovative vision, and experience in global retail development, all of which are expected to bolster Tous’s ambitions for growth and brand differentiation.
Sánchez brings over 25 years of experience in retail to her new position. A telecommunications engineer by training, she has held various leadership roles in notable companies, including the Profand Group, Bimba y Lola, and Dayaday. Her diverse background equips her with a unique perspective on the challenges and opportunities facing the fashion and jewelry sectors today.
Acknowledging Past Leadership
As Tous welcomes its new CEO, the company also took a moment to express gratitude to Carlos Soler-Duffo for his leadership and vision during his time at the helm. Under his guidance, Tous has solidified its status as a leader in the affordable luxury jewelry segment, navigating a period marked by transformation and sustained growth. The company noted that Soler-Duffo’s contributions were instrumental in reaffirming Tous’s position in a competitive market.
Parfois’s New Direction
In a parallel development, Parfois has also announced a leadership change, appointing Luis Maseres as its new CEO. This move reflects the brand’s commitment to fostering Spanish talent while continuing its strategy of growth and international expansion. The company emphasized that under Sánchez’s leadership, Parfois has undergone significant transformation, enhancing its international presence and strengthening its market position.
Maseres’s appointment signals a new phase for Parfois, as the company aims to build on the foundation laid during Sánchez’s five-year tenure. The brand has successfully expanded its store network in strategic markets and accelerated its online presence, adapting to the evolving retail landscape.
The Broader Context of Leadership Changes
The leadership transitions at both Tous and Parfois highlight a broader trend within the fashion industry, where companies are increasingly seeking fresh perspectives to navigate the complexities of a rapidly changing market. As consumer preferences shift and sustainability becomes a focal point, brands are recognizing the need for innovative leadership that can drive growth while remaining responsive to market demands.
The luxury jewelry sector, in particular, has seen a surge in interest from younger consumers who prioritize ethical sourcing and sustainability. This demographic shift is prompting brands to rethink their strategies and embrace new approaches to product development and marketing.
Conclusion
As Susana Sánchez steps into her role as CEO of Tous, the brand is poised to embark on a new journey aimed at sustainable growth and innovation. With a strategic focus on connecting with younger generations and enhancing its market presence, Tous is well-positioned to navigate the challenges of the modern retail landscape. Meanwhile, the leadership changes at Parfois further underscore the dynamic nature of the fashion industry, where adaptability and fresh ideas are essential for success. As both brands move forward, their ability to innovate and respond to consumer demands will be crucial in maintaining their competitive edge.
