Swiss open shop in Vienna


Victorinox, known for red pocket knives, has opened its first brand store in Herrengasse.

Swiss open shop in Vienna

A Swiss figurehead has recently been enriching Vienna's inner city – just in time for this year's Christmas business (which will hopefully still begin). The traditional company Victorinox opened its first brand store a few days ago in Herrengasse 1 in the center of the Austrian capital.

Vienna as a pioneer

Swiss open shop in Vienna

The company, world-famous for the production of red pocket knives, wants to invest in the future of the brand with its own retail stores and shops run by franchise partners. Vienna is a pioneer: the shop in Herrengasse is the first in Europe to use the Swiss company's new franchise concept.

Franchise partner

“I am delighted that we have found a partner in Martin Kowatsch to write history together and strengthen the brand presence in our neighboring country,” says Victorinox CEO Carl Elsener. “With Victorinox we are bringing an extremely popular premium brand to Austria that our customers can look forward to,” says franchise partner Martin Kowatsch, CEO of Hhismark Invest GmbH.

Luggage, watches, kitchen knives

Swiss open shop in Vienna

The new store in Vienna is located in a renovated old building in a prime location on Michaelerplatz with two large shop windows. The entire Victorinox product world is presented on around 75 square meters: luggage, wristwatches, kitchen knives and much more. The store is clearly arranged, wooden tables in warm colors were combined with partly dark wall elements. Glass showcases skillfully put wristwatches or kitchen knives in the limelight.

Oak, steel, felt, concrete

On one wall you can see the oversized pocket knife, unfolded with all its functions. “The design of all shops comes from Blocker Partners Architects, the Vienna store was developed by Mach Architects”, says Andreas Wirth, Head of Retail Services. Oak, steel, felt and concrete are in the foreground, the color red runs through the rooms.

Design your own pocket knife

A highlight is the “Place to be” pocket knife model with the skyline of Vienna on the front and the coordinates of the store in Vienna on the back, which is only available in this shop and costs 39 euros. The pocket knife of your choice can be configured and then engraved via the personalization station.

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