We partnered with Victorinox, the iconic Swiss brand renowned for its heritage, quality, and innovation, to create an evolved store design concept to support its retail evolution. With a steadfast commitment to its international retail presence, Victorinox confirms that all 83 of its stores will remain in operation, while undergoing a transformation to reflect its newly defined brand positioning and promise, embracing the evolved design concept.

The redesigned stores will reflect Victorinox’s evolved brand identity, seamlessly aligning visual aesthetics with its core values – smart, masterful, and best prepared – to deliver a premium yet accessible customer experience. The new retail design concept introduces a modernised layout, immersive storytelling elements, and an elevated product presentation – creating an engaging environment that both honors Victorinox’s heritage and Swiss roots while speaking to modern day consumers.

Personalisation is at the heart of the experience, and visitors can assemble and engrave their own knife at the personalisation tables, bringing the cues of a workshop to life, with tools and technical illustrations on display that reinforce Victorinox’s design and craftsmanship heritage.

Additionally, each store will incorporate distinctive features inspired by its local surroundings, further enhancing the personalised experience. A modular design concept – drawing inspiration from the versatility of the Swiss Army Knife™ – has also been adopted, allowing for flexible configurations and evolving layouts that adapt to different spaces and consumer needs.

The evolved store design concept has already been successfully implemented in Japan, in both Ginza and Fukuoka. Launched in Tokyo’s premier Ginza district in March and quickly followed by Fukuoka in April, the refreshed stores offer a compelling preview of Victorinox’s future global look whilst drawing design inspiration from the iconic Swiss Army Knife™.

Matt Avery, Associate Creative Director at Dalziel and Pow, said: “The retail experience strategy perfectly aligns with the Victorinox ethos of being smart, masterful, and best prepared. We’ve continuously evolved the concept since its inception in 2020, learning and iterating with each new application. The result is an immersive experience that brings products to life and fully engages customers in the Victorinox brand world.”

Victorinox is strengthening its global presence in key regions like South America, and Southeast Asia through impactful partnerships and immersive retail concepts to match the success of the Swiss retail network. Collaborations such as with Luxasia Indonesia expand reach and relevance in high-potential markets, while APAC—particularly South Korea—drives growth in travel retail. Through refreshed store designs and seamless experiences, the brand continues to embody Swiss quality and premium craftsmanship worldwide.

Victorinox’s renewed brand expression and strategic retail design marks a new chapter in the company’s journey – one that remains rooted in authenticity while embracing the future. With all 83 stores set to remain operational and refreshed, the company is doubling down on its belief in physical retail as a vital touchpoint for consumers.

" Our refurbished stores reflect who we are today and where we are going. It’s about creating spaces that inspire, engage, and strengthen our connection with consumers worldwide,” said Patrik Hauert, Chief Sales Officer, “ the continued success of our local store network in Switzerland serves as an inspiration for the engaging shopping experience we want to deliver across all our international stores”.