Brack.ch opens pop-up store in Zurich's Bahnhofstrasse

Brack.ch is making one of Switzerland's most famous shopping streets its temporary home, according to a press release. For four months, the online specialty retailer will move into the Art Nouveau building at the corner of Schützengasse and Bahnhofstrasse at number 89. In recent months, IKEA had operated a pop-up store in the premises. On three floors with a total of 400 square meters, visitors can now browse part of the assortment of online retailer Brack.ch.

Events and collections

Of the more than 200,000 articles, all of which are delivered from the company's own logistics center in Willisau LU, a selection of current highlights is available to buy and take away directly in the store. Promotions, contests, courses or events and changing, pop-up store-exclusive special offers are designed to entice passers-by to make repeat visits to the pop-up store. On the opening day, "Paul Inspect", the advertising character from the current "Brack.ch Test Force" commercials, will be on site and hand out autographs.

In February, there will also be fitness equipment from the range to test and a smoothie bar, behind whose counter a young Swiss triathlon star will be standing on the three Saturdays from 10 am to 3 pm. On February 16 and 23, both from 4 to 7 p.m., free neck massages will ensure personal well-being. In the coming months, analogous activities will take place with a changing focus. The current program is available at Brack.ch/popup to view. In addition, the pop-up store serves as a pick-up station.

Not a store in the traditional sense

As an online-only retailer, Brack.ch is not operating a conventional retail store in the pop-up store, according to the press release. The aim is also not to build up a network of permanent stores. As in the pop-up stores in the "Shoppi Tivoli" Spreitenbach (December 2015), the "Westside" in Bern-Brünnen (March 2016) and in the "ShopVille" in Zurich's main station (June 2016), Brack.ch also wants to make the team and company, product range and services known to passers-by and give them a "personal face". "As one of the leading online stores, we want to show customers the diversity of our product range in a personal way with this appearance," says Markus Mahler, CEO of Brack.ch. Pengland is once again responsible for the interior design.

According to media reports, a new branch of a Lucerne confectionery chain is to be built after the end of the interim use of the store space by Brack.ch. (pd/ank)