Manor reveals new fashion concept with exclusive brands

What: Manor has launched a new fashion concept in Basel and Lausanne, featuring a modern store design, exclusive brands, and themed fashion worlds.

Why it is important: This initiative represents Manor's strategic effort to enhance customer experience and strengthen its position in the mid to premium fashion segment, reflecting broader trends in retail modernisation and consumer engagement.

Manor has introduced a completely revamped fashion concept aimed at providing a unique shopping experience. The new concept, first implemented in Basel and Lausanne, includes a modern store design with themed worlds such as Contemporary, Casual, and Classic. Manor is expanding its brand portfolio with 19 new international labels, including sustainable options like American Vintage and Hugo Red. The redesigned stores feature digital elements and curated offers to inspire fashion enthusiasts.
The initiative is part of a CHF 50 million investment to modernise over 20,000 square metres of fashion space across 12 department stores in Switzerland. This includes renovations planned for Lugano, Vevey, Geneva, and others by 2027. Manor aims to enhance its market leadership by focusing on customer experiences through exclusive events and promotions tied to the Manor loyalty card.
CEO Roland Armbruster emphasised the company's commitment to attractiveness and sustainability, aiming to solidify its position in the mid to premium market segment. The launch events in Basel and Lausanne will feature personal styling advice, entertainment, and refreshments to engage customers with the new Manor Fashion Destination.