SF Retail AG

What SF Retail AG does

SF Retail AG, doing business as feinedinge, is a privately held Swiss multi-channel specialty retailer headquartered in Frauenfeld, Switzerland, operating a curated lifestyle e-commerce storefront (feinedinge.ch) and five physical retail locations in Zürich (Marktgasse and Niederdorf), Bern (Capitol), Basel (Streitgasse), Luzern (Sternenplatz), and Andermatt (Furkagasse). The company was established as a Swiss online and brick-and-mortar retailer in 2001 per its company history (with firmographic records listing 2017), and operates with a staff of 33. Its core offer is a curated assortment of approximately 2,520 SKUs across accessories (including the in-house ROSSIS vegan-bag sub-brand founded in 1986), Swiss-themed souvenirs organized by canton and Alpine peak, fine delicacies, home and garden, kitchen and table, stationery, personal care, and children's categories, alongside carried premium brands such as Iittala, Moomin, Alpinte, MEYER-MAYOR/KULTSCHTOFF, and soñho.

The business is built on a Shopify e-commerce platform with conventional payment integrations (Apple Pay, Google Pay, Klarna BNPL, Shop Pay, Mastercard, Visa), Swiss Franc pricing, flat CHF 7.90 shipping, and free shipping over CHF 69. Product-led discovery is organized around storytelling (craftsmanship, sustainability, Swiss regional identity) and gift-recipient/occasion categorization, supported by organic social (Facebook, Instagram) and email newsletter channels. There is no public API, SDK, or developer-facing surface.

Revenue mechanics are split between direct-to-consumer retail (B2C) at fixed unit prices with occasional promotional discounts, and a B2B division serving corporate gifting, retailer wholesale, and hospitality/tourism supply with personalized textiles and seasonal assortments. The customer base is dispersed across Swiss individual consumers seeking gifts and lifestyle products, corporate buyers purchasing branded merchandise, and hospitality/tourism businesses sourcing souvenirs and guest amenities. Geographic focus is exclusively domestic (Switzerland) with 2-3 business day delivery nationwide. The company has no disclosed investors, parent entity, subsidiaries, M&A activity, leadership changes, patents, regulatory actions, or public financial filings in the supplied data.

Name

SF Retail AG

Legal name

feinedinge

Website

https://feinedinge.ch

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

SF Retail AG (feinedinge) is a Swiss multi-channel specialty retailer operating a curated lifestyle e-commerce storefront and five physical stores in Zürich, Bern, Basel, Luzern, and Andermatt, serving Swiss consumers, corporate gifting clients, and hospitality/tourism buyers with ~2,520 SKUs of gifts, souvenirs, home goods, and accessories.

Ownership category

akta.pro rank

Product category

Specialty Lifestyle Retail

NAICS

General Merchandise Retailers (455), Other Miscellaneous Retailers (4599), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Retail-Variety Stores (5331), Retail-Misc General Merchandise Stores (5399), Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Home & Kitchen Value Variety Stores (Small Housewares & Décor) (CRAEAGAH)

akta.pro secondary industry

Seasonal & Holiday Craft Supplies Retail (CRALACAI)

Keywords

• Lifestyle retail ecommerce
• Swiss-themed souvenirs
• Corporate gifting services
• Home accessories retail
• Multi-channel specialty retail

Headquarters

HQ city

Zürich

HQ country

Switzerland

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Sales (B2C): Direct-to-consumer sales of curated lifestyle products including accessories, gourmet foods, home décor, kitchenware, stationery, children's items, and Swiss souvenirs through e-commerce platform feinedinge.ch and 5 physical retail locations. Products sold at fixed retail prices with occasional promotional discounts.
2. B2B / Wholesale: Corporate gifts program, retailer/wholesale partnerships, and hospitality sector supply (gastronomy and hotels). Includes personalized textiles, souvenir and tourism products, seasonal assortments, and branded gift sets for business customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

SF Retail AG operates feinedinge, a Swiss multi-channel specialty retailer selling curated lifestyle products through its e-commerce platform (feinedinge.ch) and five physical stores in Zürich, Bern, Basel, Luzern, and Andermatt. The assortment of 2,520+ items spans accessories, gourmet foods, home décor, kitchenware, stationery, soaps and care, children's products, and Swiss-themed souvenirs, complemented by a B2B division serving corporate gifts, hospitality, and tourism customers.

Product overview

feinedinge is a Swiss lifestyle e-commerce platform and multi-location retail chain offering a curated portfolio of approximately 2,520 products across accessories, fine delicacies, home and garden, kitchen and table, stationery, personal care, and children's categories. The offering consists of a Shopify-based online shop and five physical retail stores in Andermatt, Basel, Bern, Luzern, and Zürich. Key product categories include ROSSIS vegan bags (a proprietary sub-brand established 1986), Swiss-themed souvenirs, Finnish design brands (Iittala, Moomin), Swiss-made Alpinte mountain glassware, and MEYER-MAYOR/KULTSCHTOFF textiles. The company also operates a B2B division serving corporate gifting, tourism, and hospitality sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• B2B / Corporate Gifts
• Souvenirs & Tourism
• ROSSIS Vegan Bags
• Iittala Glassware & Home Design
• Alpinte Mountain Glassware
• MEYER-MAYOR & KULTSCHTOFF Textiles
• soñho Ceramics
• Moomin Products

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Depot: German lifestyle variety retailer (part of the Gries Deco Company group) with Swiss stores; directly comparable to feinedinge as a multi-category home décor, kitchenware, gift, and seasonal assortment retailer targeting similar lifestyle-conscious consumers.
• Flying Tiger Copenhagen: Danish-owned variety/gift retailer with stores across European cities including Switzerland; comparable as a multi-category, design-led gift and lifestyle assortment sold at affordable price points through physical retail and e-commerce.
• Schweizer Heimatwerk: Swiss cooperative retailer specializing in authentic Swiss-made crafts, souvenirs, and gifts; directly comparable to feinedinge's Swiss-themed souvenir and artisan assortment aimed at tourists and domestic gift buyers.

Emerging players

• Iittala Store (Flagship): Finnish design brand with selective flagship retail; comparable because feinedinge is an authorized retailer carrying Iittala glassware and home objects, and the brand's retail strategy overlaps in targeting design-conscious gift and home buyers.
• Moomin Shop: Finnish character brand retail operation; comparable because feinedinge carries Moomin-licensed children's, toy, and lifestyle products, and both target design-conscious families and tourists through branded retail assortments.

Broad incumbents

• HEMA: Dutch variety retailer with a Swiss online presence; comparable as a multi-category assortment spanning home, kitchen, stationery, personal care, and gifts at accessible price points via omnichannel.
• Manufactum: German-headquartered curated lifestyle and home goods retailer with a strong Swiss presence; comparable because both sell a multi-category assortment of premium, sustainably positioned home, kitchen, and gift products through omnichannel retail.
• Manor: Largest Swiss department store chain; comparable as a multi-category general merchandise retailer competing for the same Swiss consumer wallet across home, kitchen, gifts, and lifestyle categories.
• Globus (Department Store): Swiss premium department store chain; comparable as an upmarket multi-category retailer offering curated gifts, home, kitchen, and lifestyle products to Swiss and tourist customers in major Swiss cities.

Regional players

• WMF (consumer retail): German kitchenware and tableware brand with Swiss retail operations; comparable as a premium kitchen, dining, and home brand carried through dedicated retail channels, overlapping with feinedinge's kitchen & table assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/61557452991894
• Instagraminstagram.com/feinedinge.ch
• LinkedInlinkedin.com/company/sf-retail-ag

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SF Retail AG