heidi.com
TypeSociété Anonyme
FoundedSaint-Blaise, Switzerland (2002)
FounderAndreas Doering, Willy Fantin
Defunct2021
Headquarters
Neuchâtel
,
Switzerland
ProductsApparel
Websitewww.heidi.com

heidi.com[1] was a Neuchâtel, Switzerland-based company specialized in ready-to-wear apparel. Its name and logo are directly inspired from Heidi, the main character in Johanna Spyri's 1880 novel. The brand officially equipped all members of the Swiss pavilion at the Expo 2015 in Milan.[2]

History

The company was founded in 2002 by Andreas Doering and Willy Fantin in Saint-Blaise, Switzerland, and quickly built its image around various guerilla marketing stunts around the world. Its quick growth led it to become a full Société Anonyme company on 27 June 2012. Moving its headquarters to Neuchâtel in January 2014, its capital base increased fourfold over the same year, with several investors joining the founders.[3] Willy Fantin then left the company's board to work directly at the management level.[4][5] It goes bankrupt at the end of 2020 and goes into liquidation in the spring of 2021.[6]

Brand ambassadors

The brand was selected by Presence Switzerland to equip the staff at the Shanghai[7] and Milan World's Fairs.

Heidi remained a web retailer for its first ten years of existence, finally opened its flagship store in December 2013[8] located in the former Neuchâtel Fire Station. It was designed by iraqi-british architect Zaha Hadid.[9] This project, called Retail of Tomorrow, was developed in partnership with Samsung and included a variety of interactive signage, most notably through near field communication.[10][11]

In the Fall of 2014, heidi announced a partnership with Swiss pop-star Bastian Baker whereby the artist, beyond sporting branded goods, also participated in the design of limited edition clothing.[12][13]

Notable guerilla marketing events

2012

Two weeks in an igloo on the Thyon slopes for the winner of a contest;[14]

2010

Election posters during the 2010 Australian federal election;[15]

2008

A "raffle cab" at the Nendaz ski resort.[16]

References

  1. ↑ The full name is registered as lower case
  2. ↑ "heidi.com - Partenaire officiel de Présence Suisse à la prochaine Exposition universelle de Milan " Expo Milano 2015 "" (PDF). 20 April 2015.
  3. ↑ Arcinfo (21 May 2014). "Un groupe d'investisseurs prend une part "significative" de la marque neuchâteloise Heidi.com".
  4. ↑ "heidi.com s.à.r.l." (in French). Vol. 130, no. 127. Feuille officielle suisse du commerce. 3 July 2012.
  5. ↑ "heidi.com SA" (in French). Feuille officielle suisse du commerce. 5 November 2014.
  6. ↑ Bèzes, Christophe (2013). "Comparer l'image des magasins avec celle de la boutique en ligne" (PDF). Gestion (in French). 38 (2): 39–50. doi:10.3917/riges.382.0039. ISSN 0701-0028.
  7. ↑ Odile Habel (2010-10-05). "Heidi à Shanghai". Elle magazine (in French). pp. 1–4.
  8. ↑ Muriel Risse (17 December 2013). "heidi.com ouvre sa "boutique du futur" à Neuchâtel". Femina.ch. Archived from the original on 17 December 2014.
  9. ↑ Jorge S.B. Guerreiro (23 September 2013). "La marque suisse Heidi.com s'unit à Samsung et à l'architecte Zaha Hadid". Bilan.ch.
  10. ↑ "Project". Retail of Tomorrow.
  11. ↑ Rian Boden (21 November 2013). "Fashion retailer Heidi.com to personalize shopping in flagship store with NFC". nfcworld.
  12. ↑ Jeroen van Rooijen (14 November 2014). "Fashion? It's show-business!". Neue Zürcher Zeitung.
  13. ↑ "Bastian Baker et la marque neuchâteloise Heidi.com s'unissent". Arcinfo. 13 November 2014.
  14. ↑ Cathrine Killé Elsig (2012-03-03). "L'esquimau quitte son igloo" (PDF). Le Nouvelliste (in French). p. 12.
  15. ↑ "Heidi.com squatte les élections". 30 September 2010.
  16. ↑ "Pictures of the heidi's cab Nendaz Switzerland". 15 February 2008.
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