Zimmermann opens boutique on Hamburg’s Neuer Wall

Nicky and Simone Zimmermann are the fashion siblings of the moment. Their boho chic style from Down Under has delighted the trade press and fashionistas alike. Since the early nineties, the daughters of a German emigrant have built up their label in Sydney, Australia and have been showing their collections at the Prêt-à-Porter shows in Paris for many seasons. Margot Robbie, Princess Catherine, Taylor Swift, and Rihanna wear their delicate designs with summery silk prints, ruffles, and flounces. Lightweight crocheted tops, raffia bags with long fringes, oversized windbreakers, and denim culottes define the label’s hippie retro-style looks.

The Zimmermann sisters are now returning to the home of their father Erich with their second German store in Hamburg. The newly opened boutique is located on the Hanseatic city’s luxury shopping mile at Neuer Wall 72, in the historic Paulsenhaus. It is the brand’s second boutique in Germany. Zimmermann had already made its debut in the country on Munich’s Maximilianstrasse in 2024.

“My father grew up in Hamburg before emigrating to Australia as a teenager. So this opening is very special for Simone and me,” Nicky Zimmermann told FashionNetwork.com. She is the creative head of the label and is in charge of design. Her sister, Simone, as COO, is in charge of operations, while Nicky’s husband, Chris Olliver, is CEO of the company.

“I remember my first visit as a child and was blown away by the city – it felt so culturally different from my home country of Australia. Hamburg has a very special charm that comes from its historic architecture, its location on the Elbe, and its vibrant atmosphere.”

It was exciting to return to personal roots and open a boutique that celebrates German design codes with a contemporary approach, giving the space a whole new feel, said Nicky Zimmermann.

The exterior of the Hamburg boutique, which was designed by long-standing partner Studio McQualter, is framed by the building’s original Wilhelminian-style façade. This architectural language is deliberately echoed in the entryway, creating a visual connection that defines the character of the boutique.

The entrance features a striking blackened steel structure with rounded edges, high-gloss cream walls, and a pair of 1960s Italian Brutalist wall lights.

Inside, customers enter the first store area, where a large-scale artwork by Australian artist Birdie Gillman is visible from the street, and the ready-to-wear collection is presented in mirrored closets.

In the other retail spaces, design elements continue to evolve and repeat: high-gloss white walls are interrupted by niches with blackened steel frames in warm, neutral tones, while accessories are presented on custom-made glass and metal tables.

Bronze, mirrored thresholds lead to the final, most intimate store area. The result is the brand’s signature immersive shopping experience. The lounge is inviting and elegant, with parquet flooring and matt white walls. A newly installed fireplace with vintage copper tiles from the 1960s forms the centrepiece.

Le Corbusier armchairs stand opposite Dutch art deco chairs from the 1930s, and a sculptural, custom-made pendant light made of black metal characterises the room. Customers can discover the brand’s growing footwear collection, showcased at either end of the space on aluminium displays with custom-made, high-gloss brown frames.

The adjoining fitting rooms are decorated in various shades of lilac, yellow, and earth tones that subtly separate each space.

The new womenswear collection for fall/winter 2025 is shown in the space. Despite all the romantic and euphoric feelings of home (or rather: folklore of origin), Nicky and Simone Zimmermann do not lose sight of the global business.

Zimmermann’s turnover recently reached around 300 million euros. In order to make even faster progress, the fashion siblings have recently brought an investor on board. In 2023, the American private equity company Advent International acquired a majority stake in order to accelerate growth, particularly in Asia and the Middle East.

Zimmermann already operates more than 20 stores in the US. But there are still so many opportunities for growth, says COO Simone. A store in Dubai, several stores in China? “Yes, but we are not yet represented in Singapore, Thailand, Malaysia, Korea, or Japan.” Advent International is now set to help with this.