Bally’s Struggle for Reinvention: Can the Iconic Brand Reclaim Its Place in Luxury?

Founded in 1851 in Schönenwerd, Switzerland, Bally is one of the oldest luxury brands still in operation, renowned for its heritage of fine craftsmanship, premium materials, and timeless style. Originally a shoemaking company, Bally quickly grew into a global brand, blending Swiss precision with innovative design while staying true to its artisanal roots.

Inspired by a visit to a Parisian shoe store, founder Carl Franz Bally launched his workshop with a focus on unmatched quality and elegance, hiring skilled artisans and pioneering new techniques. Bally’s reputation grew rapidly, and by the early 20th century, its craftsmanship and iconic red-and-white stripe were synonymous with sophistication. Expanding into leather accessories, handbags, and clothing in the 1970s, Bally continued to highlight its legacy through signature designs like the Scribe shoe line.

After a century of success, Bally faced financial difficulties in the early 2000s due to shifting consumer preferences, increased competition, and the global financial crisis. Acquired by JAB Holdings (owned by the German billionaire Reimann family) in 2008, the brand embarked on a turnaround strategy focused on modernizing product lines, expanding into new markets, and appealing to younger, global audiences while preserving its heritage.

Despite efforts to balance its heritage with contemporary designs attempting to target new and younger customers, Bally’s recovery was gradual, and by the late 2010s, the brand faced renewed challenges in retaining its position in an changing and increasingly  competitive luxury market.