Loeb Bern
More Glow
On April 22, the Bern-based department store Loeb reopened its beauty section on the ground floor.
Under the name Glow Floor, the store brings together its in-house perfumery with bags, jewelry, watches, hosiery, and confectionery in a 745-square-meter open-concept, curated section. The redesign is part of the renewal strategy that the fifth-generation family-owned business has been consistently pursuing; three fashion floors were already renovated in 2025. Sonia Valero, Beauty Product Manager, on the new concept: “A project of this scale and depth, which reimagines beauty, fragrance, skincare, and the customer experience, is a labor of love for me. It’s not just about brands or products, but about emotions.” What makes the Glow Floor so special to her? “It’s the interplay. On the one hand, we have a clear aesthetic concept—very bright, inviting, with soft beige and off-white tones. On the other hand, the idea that you don’t just buy products here, but immerse yourself in the experience. Testing, experiencing, and being pampered—that’s at the heart of it.”
