The historic Jelmoli department store on Zurich's Bahnhofstrasse opened its doors for the last time on February 28, 2025, marking the end of an era. For 126 years, Jelmoli served as one of the country's most iconic retail establishments, widely regarded as the largest department store in Switzerland. Its closure reflects significant shifts in consumer behavior, particularly the surge of online shopping, which many believe has contributed to the diminishing role of traditional department stores.
The real estate company Swiss Prime Site (SPS), which owns Jelmoli, made the decision to close the store back in February 2023, originally planning to shutter it by the end of 2024. The closing date was pushed forward by two months, delivering the final blow to local shoppers who have fond memories of the establishment. "The end is truly bittersweet for many of us who grew up shopping here with our families," shared one loyal customer as they browsed the store for the last time.
Jelmoli, which began operations as the first department store founded by Giovanni Pietro Guglielmoli Ciolina—in Zurich, the structure transformed the city’s retail experience by introducing fixed prices, revolutionizing how goods were sold. Its initial success came from both the store's expansive selection and the innovative marketing strategies employed, particularly through its catalogues, which ranked second only to the phonebook for print circulation.
Over the decades, Jelmoli became synonymous with quality and service. The catalogue, which was widely popular, showcased products ranging from clothing to home goods, establishing Jelmoli as the go-to place for many Swiss households. With its grand opening in 1899, the building, often called the "Glaspalast," became famous for its architectural beauty and the wealth of choices it offered to consumers.
Despite its historic roots and once-thriving business model, Jelmoli struggled to adapt to changing market conditions. Analysts pointed to the rise of e-commerce as the primary factor undermining traditional retail, leading to declining sales and profitability. "The shine of department stores has faded, giving way to the stark reality of mass consumerism, with giants like Amazon overshadowing the once-bustling retail scene," noted historian Angela Bhend, reflecting on the broader industry trends.
The decision to close the department store is more than just the end of Jelmoli; it raises larger questions about the future of brick-and-mortar shopping. The iconic establishment will be replaced by Manor, another prominent retailer, projected to move in and occupy approximately 13,000 square meters of the space by 2027.
The upcoming renovations to the Jelmoli site aim to repurpose the building to meet modern market needs. Manor plans to offer not only retail space but also dining options, including restaurants located on the roof terrace, alongside office spaces and leisure facilities. This new chapter for the Jelmoli building reflects the changing priorities of urban development and consumer engagement, as various entertainment and dining experiences are integrated with shopping.
Even as Jelmoli closes its doors, its online presence remains unaffected. The online shop, jelmoli-shop.ch, will continue to operate as normal, separating itself from the legacy of the physical store. Interestingly, this online segment of Jelmoli has no direct ties to the original company, as it has been under the ownership of the German Heinrich Heine GmbH for years.
The memories of Jelmoli remain well-preserved, with many emotional goodbyes expressed by patrons and employees alike. A documentary film chronicling the history of the store and its significance to Zurich’s retail culture has also been made. Photos chronicling the store’s 125-year history have been digitized and are available for public viewing, showcasing the rich heritage of this once-thriving shopping destination.
Overall, the closure of Jelmoli serves as a poignant reminder of the dynamic nature of retail and the challenges faced by traditional department stores. While some may mourn the loss of such institutions, others may see this as the necessity to adapt to modern shopping habits. The future of shopping is certainly not without its hurdles, but as we evolve, so too does the marketplace.