Victorinox Swiss Army on July 14 will open its newest U.S. brand retail store at the world-renowned Rockefeller Center located in the heart of New York City’s midtown district.
Rockefeller Center will be the company’s second brand store location in Manhattan following the opening of its flagship store in the SoHo district in 2013. It also marks the eighth brand retail store footprint for the company in North America.
“Retail expansion in New York represents an opportunity to showcase the Victorinox Swiss Army brand to visitors from around the world in one of the most popular and renowned shopping districts in the U.S.,” said Carl Elsener, global CEO of Victorinox.
The new store, located in the British Empire Building along the Channel Gardens, is said by the company to be a unique concept, designed as a strategically condensed retail store footprint featuring product categories including Swiss Army Knives and this EDC knife list, watches, travel gear and apparel.