Victorinox: From traditional manufacturer to digital trendsetter

The Swiss company offers more than a long tradition and high-quality pocket knives. Following the relaunch of their website and online shop, we are now accompanying the digital change with new products and services.

Victorinox Website – Einblicke
Victorinox mobile Website - Einblicke

At a glance

  1. 01Relaunch website and online shopOn the edge to digitization
  2. 02Configurator, Gift Finder and Content HubHighlights of digital transformation

The challenge

Accompany the development of a manufacturer with pure distribution via stores to a company with digital appeal? Challenge accepted!

A multi-channel-capable e-business platform, a high-quality brand experience on the website and the introduction of online direct sales – these are Victorinox's goals for positioning itself optimally for the digital future.

The loyal cooperation as a partner since 2014 and our know-how as a full-service agency made the development of new digital projects possible.

VICTORINOX.Created with Sketch.
  • Sector

    • Consumer goods
  • Disciplines

    • Strategy
    • User Experience & Design, UX Research
    • Service Design, Design thinking
    • Content
    • SEO
    • Technology
    • Maintenance & Operation Support
    • Project Management / Agile Workflow
  • Milestones

    • 2014: Start of cooperation
    • 2015: Website relaunch Victorinox
    • 2015: First online shop Victorinox
    • Since 2015: International roll out
    • 2017: Relaunch of the Wenger brand website
    • 2017: Gift Finder
    • 2018: Content Hub
    • 2018: Product configurator
  • Tech Stack

    • SAP Commerce
    • Connection to various systems such as SAP, Olapic and Celum
  • Services

    • Full service
    • Commerce
    • Digital Marketing
    • Digital Product & Service Design
    • Experience Platforms
Veronika Elsener Victorinox - 60 seconds for Merkle

Relaunch website and online shop

Victorinox is known for its high-quality pocket knives. With the relaunch of the website, not only the collaboration with Victorinox started, but also the digital transformation of the traditional manufacturer. In addition, the online shop was developed.


After the successful implementation, the rollout took place on meanwhile 15 country pages and five online shops as well as the website relaunch of the subsidiary brand Wenger.

Victorinox - Gewinnerbild des Swiss E-Commerce Award
Great joy about winning the award! Source: Flickr Channel Swiss E-Commerce Award
Awards Victorinox
Swiss E-Commerce-Award 2016, Category Newcomer

Our approach


In Design Studios we develop new ideas in cooperation with Victorinox and test them with customers.
Victorinox - Auschnitt Taschenmesser


SAP Commerce Cloud forms the basis for online shops and websites.


Definition of a new tone of voice for all channels based on Victorinox brand values.
Victorinox - Ausschnitt Taschenmesser


reation of all product texts for web, brochures and third party platforms (e.g. Amazon). First level content support for all countries.
Victorinox - Ausschnitt Taschenmesser


Creation of an integrated tracking concept to measure the success of the project.
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Strategically well positioned with convincing content and intuitive usability.


Our mission: to make the product experience more emotional and thus convey the value, history and quality of Victorinox to the customers. To achieve this, we have created new product texts that are used in 15 countries and ten languages. With practical infographics, we support users in the selection and use of products.
Victorinox - Infografik zu Seilen auf der Website

UX design

A great usability and a clear design – this are how the new website and the developed online shop convince. Victorinox's wide range of products and services become tangible and customers are able to experience the brand digitally.
Victorinox - Produktdetailseite Website

Technical development

At the same time, the relevant processes and the technical architecture had to be defined and a new Content Management System (CMS) as well as a new Product Information Management System (PIM) were introduced. The choice of SAP Commerce enables the use of an integrated solution for online shop and website. Victorinox was the first SAP customer worldwide to use the cloud solution SAP Commerce (formerly Hybris).

Continuous Improvement: Product Configurator, Gift Finder and Content Hub

After the successful start with website relaunch and a new online shop, the enthusiasm for digital innovations was sparked. Together we started looking for new ideas for the brand and online communication.


Based on the trust we have built up over the years, we have implemented further great projects with Victorinox with the Product Configurator, Gift Finder and Content Hub.

Our approach


Start with a design sprint with a cross-functional team.


Underlying goals for the digital highlights jointly defined.


New products and services verified by user testings.

Customer Centric

Feedback from customers flows into the development of new ideas right from the start. In this way, we continuously put the UX and existing products to the test.


The individuality of products moves into the centre. Individual products can already be designed and individualised today.

Tailor-maid and individual – Victorinox focuses on customer wishes

Specialist for individualization: the product configurator

Victorinox offers its customers individually designed products – such as engraving on a pocket knife – in the shops. Our aim during the development of the product configurator was to enable the design of unique products online. In addition to size and shell colour, customers can receive their individual engraving – and the preview function gives a foretaste of the final product.
Victorinox Gift Finder auf der Website

Personal advisor: the Gift Finder

In order to make the shopping experience on the website even more appealing, the Gift Finder was introduced. The technically sophisticated tool offers individual gift suggestions to customers so they can get inspiration according to their needs.
Victorinox - Personalisierung mit dem Gift Finder
Victorinox Website – der Pressebereich
Victorinox Produkterlebnis auf der Website
Victorinox Pressroom auf der Website
Victorinox Themenwelten auf der Website
Victorinox Bereich #MyVictorinox auf der Website

All news at a glance: the Content Hub

The Content Hub complements the processing of content digitally. It provides easy access to all news about the company as well as the download of press material. As a partner, we will continue to work on the implementation of new and exciting digital projects on the website in the future. We are looking forward to many new challenges with Victorinox.

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