Our history



1988 Toi&moi is founded in Athens, in 1988, the brand encapsulates a contemporary and elegant approach to fashion always seeking ways to inspire women through timeless silhouettes. Core collections of the brand include women’s ready-to-wear and accessories.  

1991 The first store of the brand opens at Peristeri district.  

1996 The second Toi&moi store opens at Ermou Street in one of the most beautiful neo-classical buildings in Athens. 

1998 Toi&moi welcomes 3-year cooperation with the famous brand TOPSHOP. 

2002 According to the official Eurostat figures, Toi&moi ranks 6th among the healthiest Greek manufacturing enterprises. 

2004 The company’s retail network is expanded in the most important shopping areas of Attica: Ermou Street, Peristeri, Halandri, Glyfada, Nea Ionia and Patission Street. New headquarters are built measuring more than 11,000 m², to accommodate the company’s growth. 

2007 An important new store is added to the company’s retail network, that in Mediterranean Cosmos, in Thessaloniki. 

2008 The brand counts more openings. Two new points of sale at the department stores Attica Golden Hall and the Athens Shopping Mall. 

2010 Toi&moi becomes the first Greek retail company in the fashion sector that launches its online shop, under the web address www.toi-moi.com. The brand starts a new communication strategy by choosing the most famous, at the time, singer Tamta, as the brand ambassador. 

2011 The company opens two extremely strategic points of sale, the one in the city of Patras and the second, in the shopping mall “The Mall Athens” the most successful in Greece. 

2013 A new store opens at Kifissia, in the Attica region. Demy, a famous pop star in Greece, becomes the new face of Toi&moi.  

2015 Internationalization comes with the opening of the first Toi&moi store in Cyprus, at “My Mall Limassol”. 

2016 The first flagship store with a new architectural and merchandising concept opens in Thessaloniki and becomes an immediate hit. The brand hits the market with a re-branding and new positioning. At the time, Toi&moi counts 29 points of stores and 200 wholesale partners in Greece and abroad.  

2017 Toi&moi presents a fresh new official site in January. 

2018 Cyprus welcomes 2 new retail openings, one shop in shop in Debenhams in the Mall of Cyprus and one store in Nicosia Mall. 

• Katerina Geronikolou, one of the most famous Greek actresses, becomes one of the main faces of the brand. 

• The brand becomes the main sponsor in one of the most successful and top-rated TV shows on Greek TV, GNTM – Greece’s Next Top Model.  

2019 The brand continues to invest in the empowerment of its image, by taking strategic marketing decisions. The most important of the latter are: 

• Iliana Papageorgiou, one of the most trending and powerful persona in Greece, becomes the brand’s ambassador. 

• Toi&moi becomes again a major sponsor in GNTM, Greece’s Next Top Model. One of the episodes takes place at the headquarters with the ultimate breathtaking challenge of the “vertical catwalk” in one of the main buildings.  

• Toi&moi presents the “Heritage” concept collection, in the biggest fashion annual event in Greece, “Madwalk”.  


The brand receives the valuable international award Superbrands 2018-2019. 

Tempo OMD Hellas, the advertising agency of Toi&moi, receives the “Ermis Media” award 2019 to the brand for the “vertical catwalk” challenge at GNTM. 

Toi&moi receives one of the most important Marketing Excellence Awards 2019 by Greece’s Institute of Marketing. 

2020 The brand cooperates with the internationally recognized organization “Smile of the Child” by providing apparel and shoes for the 90 girls and women that live  at the 11 houses of the organization to cover their clothing needs. Also, the company organizes a mobile marketing activity to financially aid the organization.

 The brand continues its sponsorship of the reality TV show, GNTM, since its successful presence in the TV world. All the female models wear total Toi&moi outfits. 

2021 The brand collaborates with various celebrities, bloggers, and influencers in Greece and Cyprus. 

Specifically, it establishes a relationship with the most trending TV persona, Katerina Kainourgiou. 

2022 The brand expands its retail network in Cyprus by opening a new store in the “Metropolis Mall”, Larnaca.  

The brand invests in the development of its e-commerce through a total redesign to enhance the customer experience and service.  

Toi&moi broadens its communication channels and enhances the advertising budget of Youtube and TikTok. 

The SS22 campaign embraces fashion in vibrant colors and depicts a contemporary, sensual woman with minimal tone and character.  

Toi&moi continues its support to the organization “Smile of the Child” by providing apparel and shoes.  

The brand continues its collaboration with Katerina Kainourgiou and presentations of its capsule collections take place on the TV show Super Katerina.