The store in Brunnen, Switzerland, is the first to feature the innovative design concept that focuses on Victorinox’s values of quality and innovation. The concept uses fresh and honest materials in combination with functional design and refined details, that reflect Victorinox's design heritage. The result is a premium yet accessible experience that above all, references Victorinox's unmistakable Swiss heritage.

In the 184 sqm space, customers have a completely new shopping experience that highlights the brand’s full offer across luggage, watches, pocket and household knives, and fragrance. There is also a new personalisation station where customers can see the various options available for all Victorinox products.

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