The year 2024 ended with an absolute highlight for us: Venereea was represented with a pop-up store in Jelmoli - one of the most renowned and traditional department stores in Switzerland. In the heart of Zurich, surrounded by international luxury brands and one of the largest lingerie departments in the city, we were able to bring our vision of exclusive lingerie to life in a 15 square meter space.
This time was a completely new experience for us, because we were no longer just moving around in train stations or stand-alone stores, but were embedded in a department store concept - an exciting shop-in-shop experience that gave us valuable insights into the world of stationary retail.
A new environment, new encounters, new perspectives
Of course, direct contact with customers was once again the focus - but this time the atmosphere was completely different. The variety of brands in the lingerie department enabled us to reach new customers who were consciously looking for high-quality lingerie and were moving in a world of silk, lace and perfection.
By working closely with the Jelmoli buyers and the experienced staff in the lingerie department, we were also able to gain valuable insights:
✅ What are women's needs when buying lingerie?
✅ Which fits and materials are particularly in demand?
✅ What challenges are there in the decision-making process?
We had the opportunity not only to advise customers, but also to observe them - to see what their preferences are, where there are potential uncertainties and what solutions are in demand.
This direct market analysis has given us a completely new perspective - one that not only inspires us, but will also significantly influence the development of our future collections.
The future of Venereea in Zurich?
Another important aspect that emerged from our stay at Jelmoli was the increased demand for a permanent location in Zurich. Many customers have asked us:
🖤 "Will you be in Zurich permanently soon?"
🖤 "Where can you buy Venereea outside of the pop-up?"
These conversations have encouraged us even more to anchor our brand in Zurich in the long term. Although there is currently no fixed location, we are actively looking for a suitable retail space so that Venereea can also be experienced outside of our pop-ups.
An inspiring experience for the future
Our stay at Jelmoli was not only a wonderful sales experience, but also a valuable enrichment for the future of Venereea. The encounters with new customers, the valuable discussions with industry experts and the deep insights into the wishes of our target group have shown us how we can further develop our brand - both in terms of product design and the sales experience.
We are grateful for every single experience, for every piece of feedback and for the trust placed in us during this time.
For everyone who visited us at Jelmoli:
Thank you for being part of this unique journey! 🖤 And for everyone who hasn't met us in person yet - stay tuned, because Venereea will continue to grow, host new pop-ups and evolve.
✨ The future holds many more exciting surprises - and we look forward to sharing them with you! ✨
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