Geneva-based Brunschwig family discontinues fashion house brand Grieder
Published: Wednesday, Aug 28th 2024, 18:00
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The Geneva-based Brunschwig family, owners of the fashion stores Bongénie in French-speaking Switzerland and Grieder in German-speaking Switzerland, are discontinuing the Grieder brand. The traditional "Grieder store" on Zurich's Paradeplatz closes, but a new Bongénie store opens a few rows away at the beginning of December.
"This is a bet on the future," Pierre Brunschwig, great-grandson of company founder Alfred Brunschwig, told the news agency AWP on Wednesday on the sidelines of a media conference in Zurich. The family has invested a total of 25 million francs in the new site in Zurich, financed from equity.
Pierre Brunschwig handed over the management of Bongénie Grieder to Loïc Brunschwig in 2022. He represents the 5th generation of the family, which has been running the luxury department store brand since 1891. In the 1970s, the Bongénie Group acquired the Grieder stores in Zurich and later used the name "Bongénie Grieder".
"Grieder House" closes
The new department store at Zurich's Bahnhofstrasse 3, close to Bürkliplatz, replaces the striking "Grieder-Haus" at Bahnhofstrasse 30, which has dominated the appearance of Paradeplatz since 1913.
The Swatch Group, owner of the property, had previously not extended the lease, which was due to expire at the end of the year. "With the move, it was time to simplify and unify our brand image," Loïc Brunschwig told the media.
The Grieder brand will be abandoned because it is too reminiscent of the current location. As a result, the Group now appears under its previous name and with a new logo in the color blue.
The new Bongénie store in Zurich will have an area of 4000 square meters on four floors and will also include an independent restaurant.
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