Luxury brands often think entering a new market is about visibility. Get the product into as many stores as possible, buy some ad space and hope the name carries weight. But Zimmerli, Switzerland’s most luxurious underwear label, needed a different approach when it came to the UK.

We saw the opportunity clearly: quality was the brand’s calling card, so distribution had to reflect that. Instead of chasing wide coverage, we went selective, positioning Zimmerli only where the placement itself told the story. Stores became curators, not just stockists.

“Luxury doesn’t shout, it whispers in the right rooms. Our job was to make sure Zimmerli was whispering in exactly the places that mattered.”

This approach transformed the UK launch into a credibility play. Each placement doubled as a signal, each display as much about narrative as sales. The result was a brand that entered quietly but carried weight immediately.

For Zimmerli, precision meant power. Within two years, those placements created enough momentum to engineer a profitable exit.