In late August, Vaude opened a brand store in a central location in Zurich: The outdoor brand plans to showcase its outdoor, bike, and everyday apparel lines in a space of approximately 160 square meters.

Behind the new store is Crash & Eddie AG, along with specialty retailers Christof Schuepbach, Fabi Hammer, and Lukas Arnold. Michael Pirker is in charge of operations; among other roles, he worked as an assistant store manager and apprentice trainer at the Mammut Store in Zurich before gaining marketing experience at Salomon.

The business model is interesting: Vaude relies on a franchise concept for its brand stores. The partners run the store independently, while Vaude provides the products on consignment and thus assumes the inventory risk. In addition, the manufacturer supports the partners with a standardized concept for store design, marketing, and window displays.

With Zurich, Vaude is implementing its franchise model outside of Germany for the first time. From the company’s perspective, the location’s appeal lies in its combination of urban living and close proximity to biking, hiking, and outdoor areas.

vaude.com