Zimmerli opens pop-up store in Zurich

(CONNECT) Zurich-based Zimmerli Textil AG has opened a Zimmerli pop-up store in the heart of Zurich. The temporary space is located at Weinplatz 10 and offers visitors “a curated preview of what’s to come,” as was reported in a statement. The focus is also on a collection created in collaboration with Highsnobiety, the Berlin-based fashion and lifestyle brand. Zimmerli recently announced its rebranding as a modern brand for “people with principles”. The opening of the new Zimmerli flagship store is scheduled for this autumn.

The pop-up is located in the historic Haus zum Schwert. Visitors can discover both the Zimmerli Essentials line and seasonal collections there. According to the statement, the limited-edition collaboration with Highsnobiety is a collection of elegant everyday essentials and is currently available exclusively at the Zurich pop-up store, before launching in the Zimmerli online shop on 2 July.

The long-established company, founded in 1871, announced its new strategic direction back in May. The new brand identity is reportedly intended to embody a contemporary interpretation of Swiss precision through urban and minimal design. At its heart is a vision of “private luxury that is personal rather than performative”. The company remains committed to Swiss quality and high-quality fabrics. The product range has also been specifically expanded to include the new ready-to-wear line.

“With this rebrand, we are bringing our heritage into a contemporary context while preparing the brand for the future,” said CEO Pascal Höhener in a separate statement. “Our aim is to preserve the unmistakable quality and craftsmanship ZIMMERLI is known for, while establishing a clear and modern vision of Private Luxury.” ce/nta