(Filed Under Fashion News). Zimmerli of Switzerland has named Marcel Hossli as its new chief executive effective Jan. 1, completing a succession plan that began last fall.

Hossli replaces Walter Borner, who took over the luxury underwear manufacturer with cousin Hans Borner in 1997. Borner announced he would retire last September when he sold Zimmerli to the V. Nordeck Group, which specializes in family-owned companies.

Borner will stay on board until Jan. 1 to help Hossli with the transition, the company said.

Hossli started his career with weaving machinery manufacturers Sulzer Brothers in Zuchwil, Switzerland. Prior to joining Zimmerli, he worked at luxury watch company Patek Philippe as sales director for central and northern Europe.

"Marcel's from the region, understands the mentality and fits in perfectly with the company," said V. Nordeck CEO Michael Sarp. "He's ambitious and familiar with the international luxury business. And I reckon that should stand him in good stead."

Hossli said his goal is to further develop the brand, to reinforce its strengths and to extend its presence, especially in the U.S.. Zimmeri is distributed in the U.S. by New York's A. Kuehnert & Co. Inc. and counts several upscale boutiques, including La Petite Coquette in New York, as its retailers.

"Even though the U.S. are among our most important markets, I believe there is still an enormous potential to exploit," he said. "I%u2019m going to make Zimmerli better known to the hundreds of thousands well-educated, blessed and discerning Americans who appreciate feeling comfortable when they put on a piece of underwear early in the morning."

Zimmerli was founded in 1871 in Aarburg, Switzerland. Its website, www.zimmerli.biz, will change to www.zimmerli.com on Dec. 1.

For more information, email m.hossli@zimmerli.biz.

more Fashion News >>

Published 11-06-2008 by Raquel Christie