20 October 2020
The Weekly
Switzerland

Since the arrival of its new CEO Nina Müller in April 2020, Jelmoli has undergone a number of changes: trading-up, building new brands, integrating shoes and bags. The relaunch of a new ERP system and of their e-shop are next on the list. Jelmoli has intensified its cooperation with local brands for the food and fashion sectors, a topic that will gain in importance in the future, and is looking at whole second-hand market and the idea of ​​preowned and preloved. In discussion is also the relocation of some departments such as Children and Lingerie areas. Recently, the company collaborated with streetwear expert Leandro Eicher to create a unique concept in Switzerland, inspired by role models such as EndClothing in London, and gathered to Zurich the best from the international scene including Club 75 or Futur.

Since the Covid outbreak, Jelmoli has lost part of its tourist business, representing around 10% of the sales, but local customers have been more active. Until the end of August, the company was cumulatively above the previous year and above budget. The Food Market and the Home & Living World have been doing especially well; the fashion segments have clearly underperformed. During the lockdown, Jelmoli had four-digit growth rates online, coming from a low base.

Omnichannel is a central component of the company’s strategy and absolutely essential to remain relevant to a younger, digitally active audience. E-commerce should and will grow, and a 10% share of sales over the next few years is realistic. Beginning of November, Jelmoli is opening two new ‘houses’: a 975 m² Lifestyle House and a 555 m² Sports House focused on sneaker expertise which is composed of a separate floor for the brand On and a floor dedicated to outdoor, golf and fitness depending on the season and that will start with ski clothing and renting.

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