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Victorinox is the symbol of Swiss ingenuity since 1884. Decade after decade, the Swiss brand remains truthful to its core values of quality, functionality and iconic design. This month, Victorinox opened a new brand store in the heart of Lausanne. It is the second store in “Suisse Romande”, the French-speaking area of Switzerland.

Lausanne And Rue De Bourg, The Place To Be.

The municipality Lausanne has a population of about 140,000, making it the fourth largest city in Switzerland, with the entire agglomeration area having 420,000 inhabitants. The metropolitan area of Lausanne-Geneva (including Vevey-Montreux, Yverdon-Les-Bains, and foreign parts) was over 1.2 million inhabitants in 2000. Lausanne is a focus of international sport, hosting the International Olympic Committee (which has recognized the city as the “Olympic Capital” since 1994), the Court of Arbitration for Sport and some 55 international sports associations. It lies in a noted wine-growing region.


The city has a 28-station metro system, making it the smallest city in the world to have a rapid transit system. Lausanne will host the 2020 Winter Youth Olympics. It is not surprising that Victorinox has chosen Lausanne as the perfect location for its ninth store in Switzerland and the second in the French-speaking side. Within Lausanne, The Swiss brand picked up one of the best location in town by placing its brand store in Rue de Bourg.

Since the Middle-Age, Rue de Bourg in Lausanne was a very important location as it was an open door from international goods into the city. Still today it represents a very interesting window for brands. From Longchamp to Louis Vuitton, The Kooples, Swatch or Lacoste, Rue de Bourg is the commercial beating heart of Lausanne.


The New Victorinox Brand Store, Rue de Bourg 43 – 1003 Lausanne.

The perfect location presents a 100 sq meters store in which fans of the brand will be able to find a selection of all Victorinox products, from Pocket knives to cutlery, travel gear, watches, and fragrances. The store itself was designed by the same team as the Monocle stores, making it a contemporary place to showcase amazing products in a friendly atmosphere. The opening ceremony had the presence of Ms and Mr Elsener which shows the importance of such openings.


Within the store, you can also find a personalization station that will allow you to customize your own pocket knife. Not only you will be able to build it but also to engrave your name, or the name of a person you wish to offer it.

Victorinox Brand Store
Rue de Bourg 43
1005 Lausanne


The store interior design is fresh, contemporary and take the best out of the available space. Light and colors are also very important in case you wish to provide a warm welcome feeling. Here the mission is accomplished. The Victorinox brand store is definitely the highlight of this part of Rue de Bourg. For more information about the brand, you can visit the official website here:

José Amorim
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