Geneva elegance meets Zurich's Bahnhofstrasse

French appetizers, an excellent aperitif and a setting that smells of Paris, Geneva and a little bit of "old Zurich": in the new premises of Bongénie on Bahnhofstrasse, the IAA International Advertising Association invites you to an evening entitled "Embracing the Future - Redefining Modern Retail with Innovation and Heritage".

Between retail talk and networking, Loïc Brunschwig, CEO and representative of the fifth generation of the owner family, explains how a traditional Geneva store is becoming the new constant on Zurich's increasingly internationalized luxury mile. Remarkably, while global brands dominate the street, two Geneva dynasties are returning - the Brunschwigs with Bongénie and its flagship store and Maus Frères Holding with Manor in the Jelmoli building. Swiss retail know-how from French-speaking Switzerland keeps the Swiss flair high on Bahnhofstrasse.

Two names, one story - the long shadow of Grieder

The roots of Bongénie go back to 1891, when Adolph Brunschwig opened his fashion house in Geneva. Just a little earlier, in 1889, Grieder was founded in Zurich. The two houses developed in parallel for decades until the Brunschwig family took over Grieder in 1972 - a decision triggered by an American evaluation of both companies.

From now on, a clear geographical logic applies: French-speaking Switzerland = Bongénie, German-speaking Switzerland = Grieder. What seems sensible from an expansion perspective proves to be a communicative burden in the long term. Two brands, two worlds, one group - for marketing, CRM and brand management, this is a constant area of tension.

Saying goodbye to the Griederhaus - pain, shock and opportunity

The symbolic culmination of this dual identity is the Griederhaus on Paradeplatzwhere Grieder had been present since 1913. When the new owner Swatch repositioned the building after purchasing it in 2014/15, the era ended abruptly: the lease was terminated and legal proceedings ensued - and Bongénie lost.

For Loïc Brunschwig, this is more than just a real estate decision. Grieder was an institution in Zurich, the name truly carved in stone. The forced move out at the end of December 2024 hits the family hard - and is also a turning point. If the Grieder name remains inextricably linked to the building, the Group will have to make a decision: continue to live in two worlds or radically unify its brand identity.

The answer is clear: All branches in Zurich, Basel and Berne now operate under the name Bongénie. A traditional name disappears, a group moves closer together.

The new multi-brand flagship: retail as a major construction site

The new beginning will take place a few hundred meters further on: in February 2025, Bongénie will open its new Zurich location in a building that once housed the first Swiss stock exchange. The façade is a listed building and practically everything inside is being rebuilt - at times there is a gaping hole all the way down to the fourth basement level.

In April 2024, Bongénie takes over the shell of the building. From then on, it will be a race against time: 4,000 square meters of retail space, 200 to 300 partner brandsa complex room program over four floors (basement, first floor, mezzanine, second floor) - and a long-term rental agreement for 10+10+10 years. Loïc Brunschwig illustrates the effort involved with a figure that sticks in the mind: Over 100 kilometers of electric cable were installed in the store alone. The aim of it all: nothing less than the "Switzerland's most beautiful multi-brand store" to build.

Uniformity in luxury - with one Chanel exception

Clear rules are needed to achieve this goal. Bongénie wants to remain visible as a host, even if strong brands have their own ideas. Ceilings and floors belong to the retail brand, not the labels. Personalized carpets, sofas and individual pieces of furniture are allowed, but the architecture follows a common signature. As expected, only one brand is the exception: Chanel. The boutique design is specified by Peter Marino, the brand's star architect. The design parameters here are non-negotiable.

Growth despite headwinds - plus 25 percent sales

The courage to take a big leap pays off. Despite a construction challenge, an ongoing reorganization at the same time and a challenging market environment, Bongénie has recorded a strong performance at its new location on Bahnhofstrasse. already around 25 percent more sales than before at Paradeplatz. The move is therefore more than just a change of location. It is a new start with a different brand, different space, different dramaturgy - and a clear commitment to a physical presence in the heart of the city.

Three fronts in modern luxury retail

In his presentation to the IAA guests, Loïc Brunschwig made clear the area of tension in which Bongénie operates - and with it the entire upmarket retail trade in Switzerland:

1. the strong Swiss franc
The current high franc is a double burden: Switzerland is becoming more expensive for international customers, while at the same time it is even more worthwhile for Swiss people to go shopping abroad close to the border. Luxury shopping in Zurich is competing with short trips to Milan, Munich or Paris.

2. D2C strategies of the luxury labels
Many major brands are increasingly relying on Direct-to-Consumer and are trying to reduce or more strictly control distribution via partners. For multi-brand houses like Bongénie, this means that the historical model of "we carry all relevant brands" no longer works automatically.

The answer is active curation: in the women's department alone, the current year will see 30 to 40 new niche labels introduced. At the same time, Bongénie observes the e-commerce market with skepticism - bankruptcies such as Matches Fashion or the near-bankruptcy of Farfetch show how fragile even large platforms have become.

3. accessibility of city centers
There is also the question of how customers can still get into the city center. Using Geneva as an example, Brunschwig describes traffic jams, access restrictions and a lack of parking options. If city centers become too difficult to access, stores and restaurants are the first to suffer - "without stores and restaurants, a city center is completely dead," he warns. Bongénie is therefore involved in the political debate for vibrant city centers.

Bongénie brand: sophistication, boldness, elegance

While Grieder has been a household name in German-speaking Switzerland for decades, the name Bongénie establish itself here. The positioning: a modern image of Sophistication, boldness and elegancebased on timeless fashion, service orientation and a noticeable French-Romanian flair.

The marketing strategy focuses on precision rather than volume:

• Digital focus with two e-commerce platforms that flank the physical store.

• Restrained use of print - not only for budgetary reasons, but also for reasons of sustainability.

• CRM, social media and selective presence in hotels as direct contact points with a high-affinity target group.

• Tourist address via two stores at Zurich Airport (Airside Level 1 for women, Level 2 for men) and via concierge cooperations.

For the rebranding and modernization, Bongénie worked selectively with Base design in Geneva. Ongoing content creation is handled by an internal creative team of four to five people - further proof of how seriously the Group takes brand management and appearance.

Retail as an experience - including Restaurant Émil

The new store sees itself not only as a sales area, but also as a Place of experience. Delivery service, alterations and tailoring and personal service in the tradition of the two Geneva families are all part of the basic package. Added to this is the restaurant and bar concept Émildesigned by Parisian designer Sarah Lavoine. A meeting point for shopping breaks during the day, a potentially independent destination in the evening. However, there is still room for improvement in terms of visibility after closing time - a communicative homework assignment that Brunschwig openly addresses.

Videotalk with Loïc Brunschwig - Strategy in the moving image

In the run-up to his presentation, Loïc Brunschwig takes time for a chat with m&k reporter Beat Hürlimann. The video - embedded in the online article - goes into more detail about the strategic realignment, the role of niche brands, the relationship with luxury labels and the question of how Bongénie intends to survive as a traditional Geneva store in Zurich in the future.

Anyone who wants to understand how retail on Bahnhofstrasse is reinventing itself in times of a strong franc, D2C and platform crises will get a rarely open insight here - including French esprit, Geneva's retail DNA and an aperitif-riche that shows that culture and cuisine continue to play a central role in the luxury segment.