Investing in quality control and flawless tailoring, Zimmerli ensures that each garment is made by hand at every stage of craftsmanship - from cutting and sewing, to ironing and packaging - before reaching customers. To safeguard the company's long-term independence, continued global expansion and reputation for superior product quality, Zimmerli became part of the family firm Von Nordeck International in 2007. The brand has seen steady growth since 2010, increasing its sales by 35 per cent over the last five years.

"Our products have a certain price, but that price is justified by the quality and variety of our products," Hossli says. "Fifteen per cent of the product cost is invested in quality checks to ensure that the product is flawless. As a family-owned business, we adapt very quickly to the different needs of the market, and this is part of the strength of our company."

Apart from underwear, which accounts for 70 per cent of its products sold, Zimmerli's extensive portfolio of fine undergarments includes pyjamas, nightshirts and loungewear. The brand also offers seasonal fashion collections twice a year on top of its timeless product lines, such as basic long runners for men, which have been staple collections in the Zimmerli portfolio for the past 50 years.

"Good underwear is that which you forget during the day because you can't feel it anymore," Hossli says. "Successful people wear quality underwear because they start the day with self-confidence knowing that they look and feel good. At Zimmerli, we offer our clients quality they can see and feel."

Zimmerli's promise of top quality and elegance is also evident in its simple, clean and spacious boutiques. Designed by renowned interior architect Iria Degen, the minimalistic feel of Zimmerli's stores mirrors the unspoken sophistication of seeing and experiencing the brand.

With China expected to account for 15 per cent of global luxury sales this year, Zimmerli is well-suited to capitalise on Asia's growing taste for opulence. Already strong in Guangzhou, Shenzhen and Hong Kong, the brand opened its first flagship boutiques in Taipei in 2013 and in Macau in October last year. Zimmerli is looking for franchise partners with a successful record in fashion and luxury retail.

"Our distribution is selective, and this means that we can only be at the best boutiques at the best points of sale," Hossli says. "Greater China is very important to us. It's more promising to work with a smaller number of partners but have a very strong, successful relationship."