(Filed Under wholesale Lingerie News). Zimmerli, the Swiss high end intimate apparel and underwear brand, is accelerating its strategy of opening its own stores in international cities, and the number could double to 10 or more within the next year or so. The latest addition is its second in Moscow, a 500-square-foot store that opened in the Vremana Goda shopping mall last month.
“It’s a tiny space but already a big success,” Zimmerli CEO Marcel Hossli wrote BODY in an email message, noting that the boutique follows the first Moscow shop by only a year.
The Vremana Goda mall is made up of about 150 stores, mainly high end, including such brands as Chanel, Apple, Cartier and even showrooms for Porsche and Lamborghini.
At the new store, “Not the entire range,” of Zimmerli products are offered, “but approximately 75%. It really provides the opportunity to dive into the product and brand universe of Zimmerli. The range is far more comprehensive than the ones one usually finds at a “regular” store,” emphasized Hossli.
“To create these brand worlds and to provide an impression of Zimmerli’s competence is the main goal behind the concept of having Zimmerli boutiques,” the CEO continued. Today there are also Zimmerli boutiques in Paris, Zürich, Berlin and Taipei in Taiwan.
The person behind the Moscow store “is a franchise partner who used to be a multi-brand retailer for underwear and is now focusing his activity on Zimmerli,” Hossli wrote BODY. “By the way, this is also the case with the owner of the first Zimmerli flagship store at Rue St. Honoré in Paris: He worked once multi-brand and now only Zimmerli: And he claims to earn more and to have less trouble than before dealing with several brands.”
“The concept has always been to get into partnerships with local franchisees who already have or are willing to find a suitable shop at a prime address,” added Hossli, noting that later this year “We have two more confirmed stores to come in Switzerland in May and October and one in Macau/China in September. And we are currently negotiating three more concepts in the Middle and the Far East.”
Potential U.S. partners take note: Hossli has eyes on this country as well. “We are obviously interested in bringing this concept to the US as we see a very important potential in this huge market. Possible locations include NYC, Beverly Hills, Las Vegas and Florida.”
“To create Zimmerli brand worlds and to provide an insight to Zimmerli’s product competence is the main goal behind the concept of having Zimmerli boutiques. And it contributes to increasing the brand awareness and to build the right image. As a general rule, we are primarily focusing on quality rather than quantity. As to our distribution strategy this means that we are not desperate to set up as many boutiques as possible. The primary criteria is the quality of the location and the commitment of the franchise partner. However,” Hossli concluded, “the boutique strategy is not meant to compete against the partnership we maintain with multi-brand retailers. Every sales channel plays a certain role in a distribution strategy. If it is well balanced all partners involved will get their benefit.”
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