Fabric Frontline, a Swiss luxury brand renowned for its silk fabrics and accessories, celebrated the opening of its first travel retail store last month at Zürich Airport.
CEO Riccardo Pfenninger welcomed media and VIP Guests to a cocktail party to mark the brand’s debut in the channel.
The opening marks the beginning of a global worldwide expansion strategy, the company said. “Focusing on developing travel retail & duty free; retaining existing traditional retail channels as well as pursuing fabrics sales growth to couture & prêt-à-porter customers; the brand is actively implementing a sound multi-tiered international development,” it commented.
Describing its offer as “luxury that rocks” Fabric Frontline said it is going global “the modern savvy way”.
Fabric Frontline, founded in 1980 and headquartered in Zürich, has been part of the Trudel Fashion Group since 2012. Its luxury textiles are hand-made in Switzerland.
Trudel Fashion Group is the only remaining silk house in Switzerland. Its silks are used by almost all major worldwide fashion brands, the company claimed, including luxury house Kering with whom Trudel has a joint venture.
Fabric Frontline already has two stand-alone stores in downtown Zürich as well as sales points in leading department stores and fashion boutiques. Besides designing and producing fabrics for haute couturiers such as Vivienne Westwood, Chanel and Dior, Fabric Frontlines focuses exclusively on its mono-product category of silk & scarves.
In 2012, Trudel Fashion Group implemented a comprehensive brand rejuvenation. By establishing twice-yearly collections it answered wholesale market needs and won new accounts in Switzerland and abroad – including Globus, PKZ, Grieder (all stores in Switzerland), TSUM (Russia), and Wako (Tokyo). It also opened pop-up stores at Zürich Airport in 2014 and 2015.
Additionally, it has launched an E-boutique backed by a social media programme and partnered with names such as Lalique, Montreux Jazz Festival and Zermatt Unplugged (another leading Swiss music festival) to underline the brand’s reinvigoration.
The company still retains its core floral, faunal and colourful designs of the past while increasingly embracing modern styles and interpretations.
Since being integrated into Trudel, the Group has been vertically integrated, covering the entire value chain from raw silk to finished product.