01 Apr 2022

PR & Communications

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New retail design concept unveiled

The Victorinox Brand Store in Brunnen shines with a new look

An enlarged sales area, brand new retail design concept, and a new kind of shopping experience: This is how the newly renovated Victorinox Brand Store in Brunnen presents itself after three months of renovation work. The store in Brunnen is the first Victorinox Brand Store worldwide to feature this innovative design concept.

In the reopened Victorinox store in Brunnen, the completely revamped design concept brings together the Victorinox values of quality, functionality, innovation, and iconic design with refined details. On 184 m2 , visitors can expect a completely new shopping experience in the Victorinox world: from novelties to highlights in the areas of luggage, watches, pocketknives, kitchen knives, and perfume.

In Brunnen, there will also be a large personalization station for the first time. Guests can view different personalization options for all Victorinox products at a glance and give personal touches to pocketknives, kitchen knives, luggage, and watches as well as create very special gifts. Another highlight is the pocketknife assembly station, where guests can assemble their own pocketknife upon appointment.

“With the new retail design concept, we wanted to combine technology with elegance,” explains Andreas Wirth, Head of Retail Services at Victorinox.“Which is why we chose fresh and simple materials that, when combined with functional design and refined details, reflect Victorinox’s understanding of design.” The result: A premium store that is still welcoming and, above all, pays tribute to Victorinox’s unmistakable Swiss origins.

The new design concept aims to focus on both the visitor’s story and that of Victorinox. Cross-product elements and exciting stories around the brand and the products appeal to the modern explorer: from outdoor adventures and international travels to discoveries in the city and cozy cooking at home.

Quote from Carl Elsener, CEO Victorinox AG:
“I am thrilled with the new retail design. It authentically reflects our positioning as a premium brand and provides our customers with a unique brand experience.”

Victorinox products are available at points of sale in more than 120 countries worldwide. The Victorinox brand world is brought to life in shop-in-shops and more than 50 company-owned retail stores. In addition to the reopened store in Brunnen, there are other Victorinox stores in Switzerland at the company’ headquarters in Ibach, in Lucerne, Andermatt, and Lausanne, as well as the Zurich Airport and the Shopping Raststätte Würenlos . Brand Stores are also located in Cologne and Berlin (Germany), Tokyo (Japan), and Hong Kong. Zurich and Geneva also have Victorinox Flagship Stores which are larger than the Brand Stores. In Vienna (Austria), Prague (Czech Republic), and Lyon (France) Victorinox stores are operated on a franchise model.

Press Contact

Victorinox AG
Schmiedgasse 57
CH-6438 Ibach-Schwyz