With the opening of its new flagshipstore at Weinplatz 10 in Zurich, ZIMMERLI SWITZERLAND has created a place wherethe brand brings «Private Luxury» to life. The new «House of Private Luxury»combines Swiss craftsmanship and the finest collections in an atmospheredesigned to invite visitors to linger and feel at home – in the very placewhere the historic Hotel Schwert welcomed distinguished guests from around the worldfor centuries.

Mit der Lancierung von MODERN LUXURY setzt ZIMMERLI SWITZERLAND die strategische Weiterentwicklung der Marke fort, die mit dem Rebranding begonnen hat. Die Schweizer Traditionsmarke hat ihre Positionierung als Private Luxury für Menschen mit Haltung geschärft und ihr Verständnis von Luxus neu definiert. Mit MODERN LUXURY folgt nun der nächste Schritt: die Weiterentwicklung des Kernsegments Unterwäsche.

Driven by a shared appreciation for quality, craftsmanship, and thoughtful design, ZIMMERLI and Highsnobiety are launching a capsule collection featuring modern essentials.

ZIMMERLI SWITZERLAND is opening the doors to an exclusive pop-up store in the heart of Zurich at Weinplatz 10. This temporary space offers a curated preview of what’s to come—even before the grand opening of the ZIMMERLI flagship store this fall, following the completion of the final phase of renovations.

Zurich/Mendrisio, 18 May 2026 – ZIMMERLI, the Swiss house renowned for its finest underwear, nightwear and loungewear, is unveiling a new chapter in its 150-year history. With a refined brand positioning centred on Private Luxury, a contemporary visual identity and a carefully curated expansion of its range, the heritage company is building on its legacy for future generations.

Zimmerli of Switzerland re-stages private luxury and opens a completely revamped shop-in-shop in the traditional London store Harrods. From the end of March, Zimmerli will present itself in a enlargedmodernized and even more exclusive ambience.