Jelmoli, the oldest department store in Switzerland, has closed its doors for the final time on February 28, 2025, marking the end of an era on Zurich’s iconic Bahnhofstrasse. After 125 years of service, the store's closure has provoked strong emotions among customers and staff alike as they bid farewell to what has been more than just a shopping destination—it has been part of Zurich’s cultural fabric.
Reto Braegger, the last CEO of Jelmoli, took over leadership during one of the most challenging times for the storied institution. With the announcement of the store's impending closure, Braegger faced the immense task of balancing the need for operational decisions with the sentiments of loyal customers and dedicated employees. He stated, “I look forward to it being over,” indicating the weight of the situation as they approached the grand finale of the store.
The ambiance on the last day was filled with nostalgia and melancholy. Customers, very much aware of the historical significance of this moment, crowded the aisles, hoping to snatch up final deals on products and perhaps secure some memorabilia from the beloved establishment. “Ein Trauerspiel,” echoed Heinz, one of the saddened patrons. “100 years of history, simply gone. That leaves me speechless.” Anita, another customer, expressed similar sentiments, saying, “It is just very sad.” Many more voiced their disbelief at the closure of the department store they had frequented for decades.
Originally founded by Giovanni Pietro Guglielmoli in 1833, Jelmoli opened its doors as one of the first department stores in Switzerland and led the way for many retail innovations. Jelmoli revolutionized the shopping experience, paving the way for other businesses with its fixed pricing model, allowing customers to shop without the need to haggle. Over the decades, it employed hundreds, and for many Zurich residents, it became synonymous with shopping and leisure.
The closure is largely attributed to the shifting consumer behaviors over the years, especially the rise of online shopping, which rendered many traditional retail models unsustainable. The original plans for Jelmoli's closure were set for late 2024 but were postponed for two additional months, allowing for one final send-off as dedicated customers visited the store one last time.
During the final hours, shoppers took advantage of significant discounts, hunting not just for clothes but for unique items such as display mannequins, antique lighting fixtures, and other inventory as the storied establishment emptied its shelves. The ethos of the store's long-standing reputation echoed through the halls, underscored by the collective sadness of patrons reflecting on their fond memories of shopping there.
Amongst the bustle, products were priced to sell, with promotional items encompassing nostalgic treasures like Christmas decorations at bargain prices. Marisa, another shopper, lamented, “It was always wonderful at Jelmoli. It’s really very sad to see it go.”
An interesting turn of events follows the closure; the space will not remain vacant for long as Manor, another prominent Swiss department store, prepares to return to the Bahnhofstrasse. Currently owned by Swiss Prime Site, the Jelmoli property is set for renovations, and Manor is scheduled to occupy three floors of the building by 2027. The announcement of Manor’s return has been welcomed by some who view it as bringing back familiarity to the area.
Of course, there is anticipation about what will follow the store’s closing. Until then, on April 10-12, the clubs Samigo and Kaufleuten will host one last party called “Warehouse” at the Jelmoli building, bidding farewell to the area’s storied past with music and community gathering.
The closure of Jelmoli illuminates not merely the end of retail space but encapsulates the broader challenges the retail industry faces amid digital transformation. The once vibrant department store, characterized by heritage and history, emerges as yet another casualty of changing times and consumer habits. Each customer leaving felt the sentiments echoing through generations—much more than simply losing the ability to shop at one iconic location.
Above all, the legacy of Jelmoli lives on in the memories of thousands of customers who regarded it as more than just a store. Until the final hour, the visuals of the store’s closures—empty shelves, excited customers filling carts with last-minute deals, and the echoes of laughter and chats shared within its walls—together all captured the essence of what Jelmoli represented for the city of Zurich.