Zimmerli creates new space for Private Luxury

(CONNECT) Zimmerli Textil AG, the Zurich-based manufacturer of high-end handmade underwear, sleepwear, loungewear and resortwear, has been operating out of a new flagship store located in Zurich’s historic Haus zum Schwert since October 15. As the company explains in a corresponding statement, its new flagship store is intended as a place where “Private Luxury can be experienced first-hand”. In its past life, the historic building served as a hotel that once hosted illustrious guests such as Wolfgang Amadeus Mozart and Giacomo Casanova.

For Zimmerli, the glamorous backstory of the Haus zum Schwert – or “House of the Sword” – lends a special significance to the new store. “With this rebranding, we have further developed Zimmerli’s Swiss heritage and positioned the brand as Private Luxury”, as CEO Pascal Höhener comments in the statement, before adding: “The new flagship store translates this understanding of our brand identity into a physical space”.

Known as the House of Private Luxury, the flagship store showcases Zimmerli’s full range of handmade collections for both men and women. These encompass underwear, sleep-to-loungewear and ready-to-wear items, as well as timeless essentials, seasonal collections and limited editions. ce/hs