Switcher to open first store in Western Switzerland since relaunch

(CONNECT) Switcher is making its comeback in Western Switzerland. The clothing brand, which was relaunched in 2020, is opening its first store in Western Switzerland since the relaunch of the company at Grand-Rue 9 in Bulle in the canton of Fribourg on July 28. According to a statement, the new store will be located at the previous site of Boutique Street25.

The opening of the location has come about as a result of discussions with the previous owner, Alain Waridel, who previously managed a Switcher store himself. Taking over existing retail space with an established customer base is intended to facilitate the company’s re-entry into the market of French-speaking Switzerland.

The return to Western Switzerland also holds symbolic significance for Switcher: The brand was founded in Lausanne in 1981 and from the end of the month will be operating a store in its home region for the first time since filing for insolvency in 2016. A drinks reception to mark the grand opening will be held at the Bulle store on July 31 from 11 a.m.

Additional sites in Western Switzerland could follow from 2027 onwards. “We are not just looking for locations, but for projects with solid foundations – both in human and economic terms”, as CEO Marc Joss explains. At the same time, Switcher is expanding its presence in German-speaking Switzerland. After recently opening stores in Rheinfelden and Winterthur, another shop-in-shop concept is planned for Kramgasse in Bern this September. ce/as