BICO’s first DTC Showroom in Zürich

The past year proved difficult to most companies across industries around the globe. From pulling back on growth activities, allocating more resources than ever before to keep employees healthy and safe, to managing shortages in raw materials, the list goes on and on. But as the saying goes, “when the going gets tough, the tough get going” – BICO stayed the course on their refined strategy, opening a state-of-the-art DTC showroom in the heart of Zürich.

For BICO, one of the world’s most longstanding bedding companies in the world (being founded back in 1861), this meant a significant change in the way they approach the market, having always sold their products via retailers. In the new showroom, consumers can experience the BICO brand in a harmonious ambience and find out more about its heritage and Swiss origin. But just as it caters towards consumers, the idea behind the showroom was also to better serve their retail customers acting as a platform to educate new retailers about the brand, provide sleep trainings and inspiration for in-store concepts.

Having a DTC showroom enables an entirely new window of opportunity in terms of getting to know the consumer and providing relevant information that is fitting towards the individual. It gives an opportunity to react faster to insights that are provided by the consumer and thus improve the brand’s product and service offering. Furthermore, the feedback from retail customers has been very positive, with several of them sending their own store managers and even consumers to the showroom to learn about BICO’s heritage and sleep expertise – ultimately to better serve sleepers in Switzerland.

“What was very important for us in opening this showroom was to have our customers onboard with what we are doing. The team and I were incredibly pleased to understand that our retail partners don’t see this as an obstacle for them, rather a vantage point. People from all over Switzerland who are visiting Zürich can get the full BICO experience, learn about the brand and what makes our beds and mattresses so great. Then once they go back home and think it over, they contact one of our retail partners to purchase their new bed or mattress that is ideal for them and their needs. In that sense, it has been a huge success, because ultimately, we want to grow together with our partners and provide the best sleeping solutions to people living in Switzerland”, commented Toni Haberthür, President of Europe Brands Division and Managing Director of BICO.

The development of the showroom came as a result of a substantial team effort – going from conceptual phase to showroom opening in just shy of 5 months. The project team consisted of team members based across Europe who had to find creative ways to finish the project during the COVID-19 pandemic.

“I am incredibly proud of our team. Our team in Schänis collaborated with our retail design experts in Stockholm, outlining the concept for the showroom. We then sent a brief to a fantastic builder agency named “Jegen” based just outside of Zurich. The fact that we were able to open in such a short time during a very uncertain period just goes to show the incredible team spirit of getting things done, constantly looking ahead and realizing our goals together as one”, added Toni Haberthür.

The fantastic team in Zurich consists of Yvonne Feurer (SM), Sandra Hasler and Conny Bürger.

BICO’s vision is to combine stylish design with state-of-the art products which comes from a relentless passion for developing technologically innovative mattresses and bedding solutions. The showroom epitomizes the BICO philosophy. In their so-called "Blue Box" the highly competent team offers the analysis of the individual’s lying profile using a sensor mat. Within the framework of a sleep consultation, the customer is thus given clues for better sleep.

The new showroom is located in the heart of Zürich, just a few meters away from the famous Bahnhofstrasse which is one of the most prestigious streets in Europe. On the opposite side of the street you can find a fancy Tesla showroom and the famous restaurant, “Kaufleuten”, both of which are places of much attraction. The showroom is 190 sqm large with a stunning window façade ideal for brand building and direct marketing. The showroom is, as of today, already performing 15% over budget and is expected to be fully profitable within 12 months.

So if you are ever visiting Zürich in the future, make sure to visit and get the full BICO experience!

Address:

Pelikanstrasse 11, 8001 Zürich, Switzerland

Hours:

Monday               10am–7pm

Tuesday               10am–7pm

Wednesday        10am–7pm

Thursday             10am–7pm

Friday                    10am–7pm

Saturday              10am–4pm

Sunday                 Closed