On an area of 745 square meters, the house now combines beauty, fragrances, accessories and confectionery in an open-plan discovery space. The renovation is part of a consistent course of renewal to further rethink stationary retail as an “inspiring, personal experience,” Loeb Bern announced on Friday. The new concept combines international brands with high-quality shopfitting and personal advice to consolidate its position as the “most personal department store in Switzerland”.
The redesign comes after the retailer remodeled three fashion floors last year and opened what it called the Loeb Classroom. The perfumery is now operated independently by Loeb AG.
“Trade is never static,” said Loeb CEO Ronald Christen. “We are department store enthusiasts, ready to lead a Swiss institution into the future with courage, entrepreneurial foresight and innovative ideas. We are convinced that an inner-city department store is much more than a place for commerce: it is a meeting place, an invitation to linger, a trip without suitcases.”
Around 300 guests and creators from Switzerland, Germany and France came to the celebratory opening. The new area, which is intended to elegantly combine overview and brand presentation, has been accessible to consumers since April 23rd.
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