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CIOLINA

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CIOLINA since 1833. On 16 January 1833 the Government of the city of Berne issued a permanent residence permit to Joseph CIOLINA from Toceno in the Valle Vigezzo, Upper Italy. Joseph CIOLINA was the owner of the fashion shop established in Mannheim in 1804 under the name of “CIOLINA Brothers”.

Thus began the development of the fashion sector in German-speaking Switzerland by experienced Italian textile merchants. The young Berne business achieved a resounding success with the world of fashion-hungry ladies.

The range includes “the loveliest Lyon silk fabrics and merinos, foreign linen and upholstery fabrics, alongside the latest shawls from Paris fashion, the lightest scarves, fichus and veils, the finest stockings and petticoats“.

The rapid expansion of the CIOLINA business required a substantial capital investment. As well as the extensive, yet neatly inventoried stocks of merchandise in woollen and silk fabrics, the balance sheet also listed carriages with a team of horses amongst the assets.

The flourishing trade in fashionable textiles demanded a change of domicile. The sales business was relocated from Kramgasse to Marktgasse 51. Under the purchase agreement of 19 November 1884 Jean Maria CIOLINA was able to acquire the “stone-built residential property number 51” plus land for the price of Fr. 158,000.

Three days after the death of Jean Maria CIOLINA, on 1 November 1895 the partnership CIOLINA & Cie was founded, with Franz Cantadore from Toceno as partner.

The spring brochure of 1906 read: “Through the addition of the 1st floor we are now in a position to dedicate a substantially larger area to our ready-to-wear department. Both in ladies’ and children’s ready-to-wear, ready-made suits and blouses, skirts and petticoats, dressing gowns, robes etc. you will find an extremely lavish and attractive selection clearly displayed”. This was obviously the moment when prêt-à-porter was born. Access to fashion was no longer a privilege of the wealthy, but had been opened up to all social classes.

Women’s world began to be liberated from dependence, formality and the pressure to dress in a certain way. New means of communication accelerated the spread of fashion: Newspapers and journals, and later radio and film, rapidly broadcast new fashion concepts.

The outbreak of the First World War changed the face of Europe at a stroke. Goods became in short supply and expensive, the quality of clothing fabrics became poorer. In 1916 Franz Cantadore became the sole owner of the company CIOLINA. It was thanks to the good reputation which he and his company enjoyed in Berne that the business survived the hugely difficult war years.

In 1923 the civil society of the city of Berne accepted Franz Cantadore into its ranks. The firm which had once been initiated by an Italian now became a purely Swiss one.

In 1927 Franz Cantadore died. His two daughters Helen and Margherite founded a limited company, although the company remained family-owned.

After thorough professional training in Paris and London, in 1932 Hans Cantadore joined the firm, and served the company for 50 years. Under his management the range within the fabric department was expanded in terms of its fashionableness and quality. Amongst the Berne bourgeoisie mass-produced clothing was still regarded as good form.

The 1930s once again brought troubled times with the world financial crisis.

In 1939 Hitler provoked the Second World War. All international trade relations were interrupted and the import of textiles became practically impossible.

In 1958 CIOLINA expanded into the renowned holiday region of the Bernese Oberland and opened its boutique in Gstaad.

In 1962 Christoph V. Heller joined the firm. It was his declared goal to run the leading fashion house in the region. 1966 saw the first visit to the Paris exhibition centre, followed later by Munich and Düsseldorf. At the beginning of the 1970s, Florence and Milan started to develop into key centres for shopping. The high point in fashion for young people came with the fashion hits from Swinging London.

Renovations, extensions and the integration of shops within shops were the marks of a very hectic period. In 1978 the fabric department was closed, and with it the tradition of selling fashionable fabrics which dated back well over 100 years came to an end. This created space for a boutique for probably the most influential fashion designer of the time: Gianni Versace.

The house of CIOLINA came more and more to concentrate on presenting top fashion from the best known Italian, French and German designers, which was unparalleled throughout Switzerland. Jean Paul Gaultier, Claude Montana, Joop, Krizia, Dolce & Gabbana are just a few of the great names. Further milestones were laid with the opening of the Jil Sander shops in Berne (1984) and in Gstaad (1988). In 1989 CIOLINA opened a “free-standing boutique” of the Max Mara label at Marktgasse 37, the first in Switzerland.

With Bruno Heller, in 1991 a member of the fifth generation joined the firm. Following comprehensive training at home and abroad, he was to steer the leading fashion house CIOLINA into a new epoch with enthusiasm and great expert knowledge. Immediately a fresh wind started blowing. The dusty concept of “ladies’ fashion” became a self-confident “Fashion & Lifestyle”.

1995-2000
At the personal request of Bruno Heller, the Berne-born Ruedi Baumann returned to Berne – and to the family company CIOLINA - in 1995 after many years’ activity in Zürich (at Trois Pommes). With his ultra-professionalism, commitment and an assured sense of style, he supported the Heller family in their endeavours to remain the first address for fashion in the Mittelland area. Two years later he was appointed CEO by the supervisory board.

After her apprenticeship at CIOLINA Fabienne Zaugg took over various tasks within the company and in 1997 joined the executive board as its youngest member. Since then Fabienne Zaugg, Ruedi Baumann and Julia Heller have made up the executive board of CIOLINA together with Bruno Heller.

2001
In keeping with the future-oriented philosophy, in Spring 2001 the "men only" department was successfully opened for luxury, business and casual wear - a product range which for the first time in the history of CIOLINA catered for men.

In the new millennium too, trend designer labels such as Gucci, Yves Saint Laurent, Dior, Prada, Dries van Noten, Calvin Klein, Marni, DSquared2, Balenciaga and Lanvin have been included in the range. With its constant efforts to offer both male and female CIOLINA customers the maximum shopping experience and service, CIOLINA has succeeded in reinforcing and further expanding its position as one of the leading fashion houses in Switzerland.

Thanks to its loyal customers, the CIOLINA values of tradition, innovation und know-how have been successfully cultivated and developed throughout all the years.

2008
In December 2008 CIOLINA opened the first Moncler boutique in the winter skiing resort of Gstaad in the Bernese Oberland. Despite the worst economic crisis since the great depression in the 1930s, the new project had already exceeded all expectations after just the first season. CIOLINA has opened up cooperation with Moncler which points the way for the future. At the beginning of the new millennium, Moncler is regarded as “the big thing in fashion business”. It goes without saying that Moncler also has a wide range of women’s and men’s fashion ready at our CIOLINA parent company at Marktgasse 51.

2009
CIOLINA opened a new branch at Marktgasse 37 in the best location and with the apt name CIOLINA-37. The much-loved brands Bogner and Sônia Bogner remained the focal point of the choice of ranges. This means that CIOLINA is currently able to present one of the most extensive ranges of this respected world brand in the Berne Region. CIOLINA celebrated this event together with its customers. The former skiing ace Bernhard Russi, also a member of the supervisory board of Bogner Switzerland, attended the celebrations and lent the event the splendour it deserved. Good to know: The first Swiss corner for the popular bags from George Gina and Lucy has been integrated into the premises of CIOLINA-37, with a range to meet everyone’s wishes.