The knife manufacturer and watchmaker has opened the flagship on London’s iconic Oxford Street.
The immersive store features a new design concept that showcases the brand’s industrial and Swiss roots and is home to Victorinox’s full collection of travel items, watches, pocket knives and perfume. A dedicated floor features the brand’s iconic Swiss Army Knives and cutlery, whilst another key element of the store is the personalisation station, which allows customers to design their own Swiss Army Knife and have it customised however they like.
Technology is an integral part of the store, allowing for an elevated and personalised shopping experience with interactive digital screens used in the store. Meanwhile, the design of the store echoes the brands industrial roots with brushed steel used across key fixtures and fittings. The brand’s Swiss connection is honoured through the design too, with floor-to-ceiling windows allowing natural light into the store.
Carl Elsner, Chief Executive Officer, said: “I am thrilled with the new retail design. It authentically reflects our positioning as a premium brand and provides our consumers with a unique brand experience.”
