Switcher's yellow whale dives back into the deep waters of commerce

RTS - December 2, 2025 / Valentin Jordil

Nine years after its bankruptcy, Switcher is back. The brand, founded in 1981 by Robin Cornelius, is relaunching a network of stores with the opening of its first outlet in Winterthur. A dozen other stores, notably in Geneva and Lausanne, are planned for the coming years.

In 2016, the company ceased operations. Four years later, it was taken over by an Indian investor and relaunched under the leadership of Marc Joss, a former employee who became CEO. This reconstruction, carried out from Frick (AG), encountered several obstacles.

"The hardest part was that no one was waiting for us... We were told that it was impossible to relaunch a brand like this, that it was no longer the real thing, no longer the same products...", explains Marc Joss, interviewed on RTS's La Matinale.

From all-e-commerce to returning to stores

Until now, Switcher was mainly distributed through retailers. Management is now focusing on developing physical stores. Marc Joss says he initially considered an online-only strategy before noticing growing demand for retail outlets.

"Over the past twelve months, there has been enormous demand for stores. Many customers want to see the merchandise physically," he observes.

The company is aiming for short-term sales of 5 million francs, well below the 35 million achieved before bankruptcy. The share of physical retail, currently at 15%, is expected to reach 40%.

Switcher also wants to strengthen the integration between online sales and stores: pickups, exchanges, and loyalty programs must work equally well on both channels.

A network of stores undergoing reconstruction

The development of retail outlets requires significant investment, Marc Joss points out. A second store will open in Rheinfelden, near the Frick warehouse. Other locations are being considered between Lausanne and Geneva, as well as in Locarno and St. Gallen.

According to Marc Joss, three to four openings are planned this year, with a target of around ten stores by 2028.

Centralized production in India

Approximately 95% of Switcher products are manufactured in India, at the investor-owner's integrated production facility. "Every stage of production takes place in the same location," explains Marc Joss, referring to a process that is considered more environmentally responsible. A small portion of the product range comes from China.

The brand focuses on a limited range of 50 to 60 classic products that are always available. It also benefits from the current appeal of neutral clothing without logos. "A generation of young people is looking for unbranded items, and this trend is very noticeable," emphasizes Marc Joss.

Objectives for 2030

After a period of rebuilding focused on e-commerce, Switcher is once again looking to the long term. According to its director, the brand aims to achieve "double-digit" growth by 2030.

This strategy signals the desire to reestablish the "yellow whale" in the Swiss textile trade landscape for the long term.