154 IN STORE
It’s a Girl! PKZ WOMEN/ZURICH. When it opened in March, PKZ Women in Zurich instantly became the largest women’s fashion retailer in Switzerland. This is the birth of the new PKZ. Text: Dörte Welti. Photos: PKZ
In March, Ph. Olivier Burger, the CEO of PKZ Group, presented his rather large new baby in front of 1,500 guests on Bahnhofstrasse, Zurich’s legendary shopping mile. The store boasts 3,000 square metres of sales area on four levels, houses a restaurant with around 50 seats on the third floor, and even offers a large terrace with near to 100 seats. The businessman’s first assessment after a few weeks is positive - both the mother and child are healthy, but now the baby needs to learn how to walk. But he’s not rushing it. The HSG graduate and studied business economist was never one to force an issue. Continuity as Tradition
PKZ has been on the market for no less than 133 years. In 1881, Paul Kehl launched Switzerland’s first men’s fashion collection in Winterthur. The business was moved to Zurich three years later, which explains the three-letter name of the company. PKZ
Glamour where it’s due: Ph. Olivier Burger and his wife, Hilda BurgerCalderon, at the opening of PKZ Women in Zurich.
314 style in progress
was always known as a place for men, even though it’s common knowledge that women normally shop for their men or at least have the final say regarding what’s purchased. Olivier Burger, who runs the group as a representative of the third generation, carried the idea to transform the ten acquired Feldpausch stores, a company founded in 1927 as a women’s fashion retailer, and new locations, such as the store in Sihlcity Zurich, into PKZ Women around with him for a very long time. His patience was severely tested. The conversion of the store in Zurich in general was testing, as were the efforts to obtain planning permission for an enormous 50 square metre LED installation by the British artist Julian Opie. The latter occupies 7 metres of shop window space facing the Bahnhofstrasse. A project like this would have been unthinkable until now. Burger Knows What Women Want
At the end of the day everything went smoother than initially anticipated, says Olivier Burger. The most satisfactory result is that the regular customers have stayed loyal despite the name change; this can be witnessed in all PKZ Women stores. After all, the group knows its business and had the presence to ask its female customers what they desire. The core statement was surprisingly obvious: “If the product range is coherent and I get to keep my sales advisor, then I really don’t care what name is on the door.” The boss guarantees this continuity in the renovated Zurich store and all other branches that will be modernised one by one. The company remains true to its roots while still going with the times. The twelfth branch is online. Olivier Burger is particularly proud of his PKZ.ch online shop, especially of the fact that the web-shop is the first to allow its customers to directly pay with their PKZ credit card via an application on smart phones or tablets. He is not worried that the online shop may take away from the stationary retail business. His experience tells him
that the modern woman knows what she wants. She is used to making her own pre-selection and has no interest in being approached soon after she enters the store. She gathers information on all channels, naturally also online. The StylePad-Lounges at PKZ Women highlights the connection between offline and online. Everything has been taken into consideration, even the negative aspects of the online business. A return ratio of more than 33% needs to be acknowledged and managed from a logistical point of view. This is factored in, which is typical for Olivier Burger. Everything happens as it is intended, even the fact that the fourth generation is already lining up to take responsibility. Both sons are still completely independent from the parent company, but are already gaining experience in the fashion business. What else would you expect from real PKZ men?
PKZ WOMEN Bahnhofstrasse 88 8001 Zurich/Switzerland www.pkz.ch Owner: PKZ Group, CEO Ph. Olivier Burger Founded: March 2014 Sales area: 3,000 sqm Employees: 70 Brands: among others 7 For All Mankind, Akris Punto, Allude, Armani Jeans, Armani Collezioni, Ba&sh, Brax, Burberry, Cambio, Closed, Coccinelle, Comma, Costume National, Diesel, Dondup, Drykorn, Gant, Gerard Darel, Giorgio Brato, G-Star Raw, Hugo Boss, Issa London, J Brand, Liebeskind, Luisa Cerano, Maison Scotch, Maje, Marc Cain, Marc O’Polo, Michael Kors, Moncler, Mother Jeans, Odd Molly, Parajumpers, Paul Kehl, Paul & Joe, Pepe Jeans, Pinko, Polo Ralph Lauren, Ralph Lauren, Red Valentino, Sandro, Schumacher, See by Chloé, True Religion Brand Jeans, Woolrich Accessories brands: among others Alberto Fermani, Coccinelle, Converse, Furla, Jerôme Dreyfuss, L’Autre Chose, Michael Kors, Moma, New Balance, Pretty Ballerinas, Pura Lopez, UGG, Vic Matié