Heidi.com explained

heidi.com
Foundation:Saint-Blaise, Switzerland (2002)
Defunct:2021
Founder:Andreas Doering, Willy Fantin

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

2012Two weeks in an igloo on the Thyon slopes for the winner of a contest;[14]
  • 2010Election posters during the 2010 Australian federal election;[15]
  • 2008A "raffle cab" at the Nendaz ski resort.[16]

    • Notes and References

    1. http://www.moneyhouse.ch/fr/u/v/ws/heidi_com_sa_CH-645.4.095.860-4.htm The full name is registered as lower case
    2. Web site: heidi.com - Partenaire officiel de Présence Suisse à la prochaine Exposition universelle de Milan " Expo Milano 2015 ". 20 April 2015.
    3. Web site: Un groupe d'investisseurs prend une part "significative" de la marque neuchâteloise Heidi.com. Arcinfo. 21 May 2014.
    4. News: fr . heidi.com s.à.r.l. . Feuille officielle suisse du commerce . 130 . 127 . 3 July 2012 .
    5. Web site: fr . heidi.com SA . Feuille officielle suisse du commerce . 132 . 214 . 5 November 2014 .
    6. Bèzes . Christophe . 2013 . Comparer l'image des magasins avec celle de la boutique en ligne . Gestion . 38 . 2 . 39–50 . 10.3917/riges.382.0039 . 0701-0028 . fr.
    7. News: fr . Odile Habel. Heidi à Shanghai. . 2010-10-05. 1–4.
    8. Web site: heidi.com ouvre sa "boutique du futur" à Neuchâtel . Muriel Risse . Femina.ch . 17 December 2013 . dead . https://web.archive.org/web/20141217142613/http://www.femina.ch/mode/news-mode/heidicom-ouvre-sa-%C2%ABboutique-du-futur%C2%BB-a-neuchatel . 17 December 2014 .
    9. Web site: La marque suisse Heidi.com s'unit à Samsung et à l'architecte Zaha Hadid. Bilan.ch. 23 September 2013. Jorge S.B. Guerreiro. 28 May 2015. 23 September 2015. https://web.archive.org/web/20150923192009/http://www.bilan.ch/jorge-s-b-guerreiro/les-essentiels-de-jsbg/la-marque-suisse-heidicom-sunit-samsung-et-larchitecte. dead.
    10. Web site: Project. Retail of Tomorrow.
    11. Web site: Fashion retailer Heidi.com to personalize shopping in flagship store with NFC. nfcworld. Rian Boden. 21 November 2013.
    12. Web site: Fashion? It's show-business!. Jeroen van Rooijen. 14 November 2014. Neue Zürcher Zeitung.
    13. Web site: Bastian Baker et la marque neuchâteloise Heidi.com s'unissent. 13 November 2014. Arcinfo.
    14. News: fr. Cathrine Killé Elsig. L'esquimau quitte son igloo. Le Nouvelliste. 2012-03-03. 12. 2015-05-28. 2014-12-19. https://web.archive.org/web/20141219153819/http://www.streetwear.ch/wp-content/uploads/2012/03/NOUVELLISTE-mars2012-esquimau.pdf. dead.
    15. Web site: Heidi.com squatte les élections. 30 September 2010.
    16. Web site: Pictures of the heidi's cab Nendaz Switzerland. 15 February 2008.

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