Toronto, June 1, 2012 - Victorinox Swiss Army, the creators of the renowned Original Swiss Army Knife, are opening their first North American flagship store right here in Toronto. As the finishing touches to the 3,400 square-foot space located at 95A Bloor Street West (corner of St. Thomas) were being applied yesterday, a select group of media were invited to attend a sneak peek.
There are only three other Victorinox flagship stores in the world (London, Geneva and Düsseldorf) and just like the others, the Canadian flagship will carry a wide assortment of Victorinox Swiss Army products representing all six categories: Cutlery, Swiss Army Knives, Timepieces, Travel Gear, Fragrance, and men’s and women’s Fashion.
The new contemporary open concept space was developed by international architecture and design firm Blocher Blocher Partners and includes a professional cutlery area in the basement, fashion, fragrance and timepieces on the main floor, and luggage and additional fashion upstairs. The store has a sleek, raw feeling with the combination of natural materials (oak wood walls with exposed brick sections) mixed with cool industrial elements (concrete floors and steel fixtures). Floor to ceiling windows fill the store with natural light. The crisp design continues throughout with understated graphics in Victorinox Swiss Army’s signature red.
“As a global brand with a 128 year history, it’s time for us to establish a presence in one of our most important markets,” said Joachim Beer, President, Victorinox Global Fashion, who was in attendance taking us on a guided tour of the venue. “Customers will now be able to experience the world of Victorinox under one roof, with all of its creativity, innovation and tradition.”
The selection of Swiss Army knives is quite remarkable. Some utilitarian pieces of outerwear and beachwear were great as well. Love the camo pants. Who knew they made so many different kinds of timepieces and luggage? If you find yourself downtown, near the Bloor-Yorkville area, it’s definitely worth paying a visit.
Photos: Spiro Mandylor, Olympus Digital Photography
About Victorinox Swiss Army
Victorinox Swiss Army produces and sells unique, high quality products worldwide which are of practical use in differing areas of life: Swiss Army Knives, Cutlery, Timepieces, Travel Gear, Fashion and Fragrances. The head office of the company is in Ibach, Schwyz, in the heart of Switzerland. This is where the founder of the company Karl Elsener first set up his cutler’s business in 1884 and, a few years later, designed the legendary “Original Swiss Army Knife”. The company operates flagship stores in London, Geneva and Düsseldorf and brand stores in Boston, Westchester, Short Hills, Los Angeles, Tokyo, Hong Kong, Shanghai, Paris and Heidelberg.