After almost a year of renovation, the Walder AG shoe store on the Usteristrasse in Zurich opened at the end of November. The modern store concept is part of the new strategic focus of Walder shoes, directed by Daniel Walder, who took over the helm from his father in August 2014.
The attractive new store design of Walder shoe shops combines cooler features, such as the anthracite-coloured shelving on the white walls, with warmer details that are emphasised by the pale oak floor and LED lighting. This also provides greater opportunity to showcase individual shoes or brands. One new feature of the design includes the incorporation of other accessories. The concept was developed internally by Elisabeth Walder and recently been introduced in the Zurich-Oerlikon, Spreitenbach and Zurich-City branches. Other branches of the Walder shoe shops are due to be given the same facelift over the next twelve months.
From the fifth generation into the sixth.
The new design comes at a time of change for the 140-year-old family-run business. In August 2014, the shoe retailers’ operations passed from the hands of the fifth generation into those of the sixth. Daniel Walder, formerly a member of the Managing Board and in charge of sales and marketing, has been appointed the new Managing Director. Together with his sisters, Martina Walder and Sandra Furger-Walder, Daniel took over the helm of this long-established family-owned business from his parents, Hans-Peter and Elisabeth.
Foot measuring app
In order to face the challenges of the Swiss shoe market, the sixth generation of the family is focussing on the implementation of a clearly defined strategic concept. One aspect of this is the expansion of customer service, for example, by driving forward the use of multi-channel marketing, allowing customers to reserve their shoes online, and try them on and buy them in store. The children’s shoe department is planned to be expanded, too, according to Daniel Walder. The company is also implementing new tools along the way, such as a foot measurement app, for example, and a new website.
