The Swiss fashion market is highly competitive. Various major players compete for wealthy customers. Swedes from H&M and German-Belgian C&A take the lead. Then Swiss fashion chain Chicorée is coming soon. “We’ve had a good year,” says boss Jörg Weber (66). Meaning: Sales of 184 million francs. This is 20 percent more than the previous year. And a record in the company’s 40-year history.
Chicorée is the new number 1 of Swiss fashion retailers in stationery retail, according to their own statement. “Of course we are very happy about it after two difficult years because of Corona,” says Weber. She has now retired from the operations business and handed over her life’s business to her sons, Mathias (31) and Pascal (34) she.
900 employees
Chicorée currently has 179 stores and 900 employees. But chicory does not want to rest on its laurels. But keep growing. The Swiss fashion chain has already bought five branches of the bankrupt Vogele Shoes chain. At Spiez BE, Schluein GR, Schänis SG, Wettingen AG and Bachenbülach ZH
A store will open in Herzogenbuchsee BE in April 2023. “We are in talks with other former Vögele Shoes hosts,” Weber says. This includes one location in the Zurich region, three locations in French-speaking Switzerland and two locations in Ticino.
“Fixed trade is not dead”
Net for Weber: “Fixed trade is not dead. Especially after Corona, customers want to shop in stores again. See and try on clothes.» Chicory is also benefiting from the hyperinflationary crisis: “Discounters gain market share at tightly calculated prices.”
There was a post-Corona cooling in online trade. “This works for us. Shopping becomes an experience again.” In December, he would have more customers in stores than he had in a long time. “Even in ancient Rome, people met in the markets. Bought and replaced. This is exactly what we’re experiencing again, Weber says.