In the world of luxury, Zimmerli is whispered about as the finest underwear brand on the planet. Handcrafted in Switzerland, the product was unmatched in quality, but in the UK, it had no foothold. No distribution. No story. No presence.

That’s where we stepped in. The challenge was clear: take a Swiss heritage label, land it in one of the most competitive retail markets in the world and create enough traction to engineer a profitable exit, fast.

“We never saw it as just selling underwear”. 

“It was about creating a stage for the brand, placing it in the right rooms and proving that even in luxury, you can build value quickly if you move with intent.”

The strategy was surgical. We secured the distribution rights, then moved to elevate Zimmerli’s positioning through carefully chosen retail partners. The aim wasn’t volume, it was credibility. Every placement was chosen for its cultural weight, not just its foot traffic. When Zimmerli appeared in premium UK stores, it wasn’t just stocked, it was signalled.

Operations were kept lean, the storytelling sharp. This wasn’t about flooding the market. It was about precision moves that would build the perception of scarcity, exclusivity and desirability. The UK launch became a showcase, a proof point for the wider brand’s global ambitions.

And it worked. Within two years, we had taken Zimmerli from zero presence to a brand with prestige retail partnerships and a sharpened identity in a new market. More importantly, we had engineered the conditions for a clean exit. The distribution rights were sold back to Zimmerli, delivering a fast, profitable turnaround.

“People think exits take decades, but if you know how to position a brand, build credibility and create a market story, you can build and exit in under 24 months.”

The Zimmerli project was more than a market launch, it was a masterclass in brand acceleration and exit strategy. From a standing start, we proved that when the play is precise, luxury doesn’t need to move slow.