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As of the end of February, Jelmoli in Zurich is now a part of history. The legendary department store, once known as the modern “Glass Palace,” decisively shaped consumer behaviour in Switzerland since its opening in 1899. Built by the grandson of an Italian immigrant, Jelmoli set new benchmarks in retail – from its gleaming iron and glass façades to automatic elevators and innovative shopping concepts that made luxury goods accessible to the middle class.
Cheerful pop music still drifts from the ceilings, yet the faces of the sales staff now appear somber, almost as if mourning a loss. Only three of the original seven floors remain open, while bargain hunters swarm around half-empty clothing tables, as if desperate to grab the last remnants of this “departed” store.
Jelmoli revolutionised the shopping experience by granting every customer, whether maid or coachman, access to a wide range of products with transparent pricing. Particularly, women discovered a new sense of empowerment in this retail paradise. The store’s success is also closely linked to the pioneering spirit of its founders, many of whom were Jewish immigrants who, in a time when their opportunities were limited, embraced innovation.
However, with the advent of modern shopping malls and the rapid growth of online commerce, the once-glorious era of department stores gave way to a sober mass consumption. Prof. Aguiar explains: “People compare prices and order the cheapest product, which is delivered increasingly faster.” This shift in consumer habits triggered intense price competition, casting doubt on the future of traditional department stores.
Historian Angela Bhend aptly summarises: “The splendid era of department stores is over. Today, the largest department store in the world is the internet – with Amazon, Alibaba, Temu, and Zalando.”
The closure of Zurich’s Jelmoli thus marks the end of a significant chapter in the history of Swiss retail. For further details and in-depth background, it is advisable to read the full article.
Source:
Supat Huynh
