Mélanie grew up in Verbier within a local family. Her entrepreneurial spirit is likely a family legacy. Her par-ents, who are farmers, run the renowned « Ferme du Soleil », a farm that combines agritourism with local products and animals. Her aunt, Léonie Burtin, was the founder and previous owner of Igloo. Over the years, this boutique has become a familiar name in the resort, known for its well selected brands, high-quality products, and warm welcome. Having taken over the shop a few years ago, Mélanie and her team bring enthusiasm and knowledgable advice to parents looking for quality outfits for their children, irre-spective of the season.
Why did you want to take over the family boutique ?
After completing an apprenticeship as a pharmacy assistant, I worked for about ten years in that field, first in Lausanne and then in Verbier at the Croix de Cœur Pharmacy. I always loved my aunt’s shop, the clothes, children, and Verbier – the place where I grew up. The desire to start my own business was strong, perhaps a family trait. I spoke to my aunt, and everything quickly fell into place.
How did the handover of Igloo go ?
My aunt opened Igloo in 1987, initially in the neighbour-ing premises. Following the success of the first few years, she moved to the current location.She was soon joined by Dominique Comby, and together they worked for over 20 years.
I joined the adventure in 2016 and took over the follow-ing year, which marked the shop’s 30th anniversary. The three of us worked together for two years so I could get to know our loyal clients and generally learn the ropes. Now, my aunt is enjoying her retirement, though we still have stimulating discussions about the shop from time to time.
What are the challenges of running a small local business ?
The first challenge is balancing family and professional life. I’ve been fortunate to always have the support of my husband, Didier, and my two children, Noëlly and Julien.
I’d say the main challenge is staying up to date with trends and brands to continue offering the best selec-tion possible to our customers. The world is changing faster than ever, and this dynamic, particularly driven by social media, requires us to stay aware and con-stantly refine our work.
Having a shop in a resort also means we’re dependent on the weather, a strong Swiss franc, and the seasonal rhythms.
What is your shop’s added value in the heart of Verbier ?
We are a boutique entirely dedicated to children, from newborns to 16-year-olds. Our collections allow us to cater to babies, children, and teenagers across sports or leisure. We also offer brands that appeal to a wide range of budgets while combining comfort, technical quality, and aesthetics.
We like to interact with children in a relaxed manner, with humour, adapting to their personalities and trying to make them feel as at ease as possible.
From a marketing perspective, does the shop rely more on word of mouth or other channels ?
Igloo has existed for 37 years, so the shop already enjoys a certain level of recognition. Many establishments in the resort also refer their clients to us for which we’re very grateful. We are also present on social media.
We offer part of our selection online, which enables clients who don’t live in the area to have a glimpse of our shop and plan their visit accordingly.
Verbier year-round, is it possible ?
The resort is evolving. It’s not the same as it was 40 years ago when I was born. Verbier does an excellent job with marketing and global product placement. I’d ultimately love for us to be open year-round, but we must be realistic. We also appreciate the quieter months to recharge our batteries. For our part, except for May, we’re open year-round, adjusting our opening days and hours accord-ing to the season.
