Loro Piana pops up in Zermatt.

Loro Piana pops up in Zermatt.
© Loro Piana

Luxury boom on the slopes: how "Dior", "Burberry" and others are shaking up the ski resorts

St. Moritz, Zermatt, Cortina d'Ampezzo and Kitzbühel: the exclusive winter sports resorts in the Alps are increasingly becoming the place to be for luxury brands.

What began in summer with pop-ups on Europe's most beautiful beaches is now continuing in exclusive winter sports resorts. The top ski resorts such as St. Moritz, Zermatt and Kitzbühel attract many renowned brands not only because of their relaxed atmosphere, but also because of the high purchasing power of their visitors.

"Loro Piana" has chosen Zermatt as the location for a three-month pop-up store at the foot of the Matterhorn. The store, which is inspired by Mongolian yurts, presents the "Holiday Collection 2023" alongside the Ski Capsule. Visitors can spend time in the outdoor area and wrap themselves up in cosy Loro Piana blankets while enjoying a drink.

"Burberry" takes a different approach and opens pop-up stores in collaboration with multi-label retailers. These festively decorated stores in Courmayeur, Cortina d'Ampezzo, Courchevel and St. Moritz offer a selection of small gifts, winter clothing, snacks and drinks.

"Dior" opened the first Cruise pop-up store in Austria in Kitzbühel. The all-white store mainly presents womenswear and accessories. The luxurious interior with golden butterflies and light-coloured wood creates an elegant atmosphere.

The Italian premium brand "Zegna" has opened a store in St. Moritz that embodies the new brand identity under the artistic direction of Alessandro Sartori. The 75m² store in the Mountain Resorts concept offers a selection of selected casual and outdoor wear for men in an inviting environment.

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Julia Emma Weninger
Editor in Chief Digital
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