Retail design reimagined: Victorinox unveils evolved store design concept

Victorinox, the iconic Swiss brand renowned for its heritage, quality, and innovation, has announced a significant step in its retail evolution, with an evolved store design concept created in collaboration with global strategy and design studio Dalziel & Pow.

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.

Swiss Design Excellence and Personalization

This global refurbishment initiative underpins the brand’s dedication to improving customer experience and strengthening its brand visibility globally. 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 modernized 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.

Personalization is at the heart of the experience, and visitors can assemble and engrave their own knife at the personalization 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 personalized 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. In travel retail, Victorinox’s landside store at Hong Kong International Airport is the first space to feature the new look, which was unveiled in July.

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.”

Setting a New Standard

The Swiss retail network stands as a testament to the brand’s strategic direction and retail excellence. Its success and innovation serve as a model for Victorinox’s international network, inspiring future rollouts and reinforcing the brand’s premium positioning across markets. The strength of this network lies in its presence in high-footfall, premium locations that not only cater to local clientele but also capture the attention of international visitors eager to take home a piece of Switzerland.

By combining world-class service with an iconic product offering, these stores embody the essence of Swiss quality and authenticity. The concept demonstrates how authentic design, innovation, and craftsmanship can come together to deliver a truly engaging and enduring brand experience. The stores, which focus on consumer engagement through personalization and expert staff, will continue to serve as the blueprint for the brand’s international retail vision.

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.

Looking Ahead

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.”