Wili Wili Tree’s Journey Across Europe from Swiss Roots to Global Ambition
Founded by a couple of Swiss outdoor enthusiasts, Wili Wili Tree, is now expanding across Europe with their distinctive eye-catching designs that standout on retailers shelves. Source sat down with the founders to hear the brand story so far.
Wili Wili Tree
How did the brand come about?
The founders behind Wili Wili Tree are a Swiss couple who are also passionate outdoor enthusiasts. Our hearts beat in rhythm with nature – whether it’s diving into the cool waters of our beloved Swiss lakes and rivers, the mediterranean sea, or the ocean. We also love climbing breathtaking mountain peaks, riding single trails or going on van adventures on four wheels. We cherish water, like rivers, lakes, or oceans, as well as our beloved mountains.
Our journey began in beautiful Bern, where we were born and raised. The Aare River, which originates from a glacier, has been a part of our lives for as long as we can remember. We swam in it as children. Inspired by the legendary Aare swimming experience, the idea of creating our own dry bags only emerged in 2019. We wanted to have the right gear for our water adventures and travels, but found little that was both functional and aesthetically pleasing – most outdoor gear was practical but not very well-designed.
This motivated us to start Wili Wili. What began with a simple dry bag, quickly evolved into a versatile collection centred around outdoor and lifestyle themes, now surfing under the exotic name Wili Wili Tree – inspired from the Hawaiian Lifestyle.
Wili Wili Tree
What’s the brand’s USP?
Our unique selling proposition is our diverse product range, featuring beautiful colours, exceptional designs, and highly durable materials. We are also committed to using sustainable materials, which is not just a goal but a fundamental requirement for us.
With sustainability a key focus of the brand, what have you done to make your brand more environmentally friendly?
We are continually seeking the latest technologies and modern standards to enhance our supply chain. This includes using high-quality, proven products and raw materials that are both sustainable and durable. Our commitment extends to our transportation methods, where we prioritise efficient and eco-friendly practices to reduce our carbon footprint. We are also dedicated to ensuring high standards in our working environment and implementing stringent quality control measures. By integrating these advancements, we strive to maintain excellence across all aspects of our operations.
Wili Wili Tree
Which has been the most successful product over the last season and why?
The most successful product over the last season has been our Dry Bags, due to their vibrant colours and eye-catching designs. These features have made them particularly popular among our customers, who appreciate the combination of style and functionality.
However, our backpacks have also seen significant success. Their popularity can be attributed not only to their appealing colours and designs but also to their exceptional comfort and quality. The thoughtful design and durable construction of our backpacks have resonated well with users, making them a standout choice for those seeking both style and practicality.
Wili Wili Tree’s Drybag
Any new categories you are working on for next season?
For the upcoming season, we are excited to introduce several new developments. We are redesigning our current dry bags, incorporating fresh colours and innovative designs to enhance their appeal and functionality. Additionally, our backpacks and travel gear will undergo a complete transformation, featuring updated shapes and improved features. These changes reflect our commitment to continually evolving our product offerings and meeting the needs of our customers with both style and practicality.
Wili Wili Tree
How do you distribute Wili Wili Tree in Europe?
Starting in 2025, we will distribute Wili Wili Tree products through a select network of retailers across Europe. In addition to our retail partnerships, our products will be available through our webshop, which will play a key role in establishing and strengthening our brand presence. This combined approach will help us reach a broad audience and ensure that our customers have access to our high-quality gear throughout Europe.
Wili Wili Tree’s Drybag
Why should retailers stock your brand?
Retailers should stock Wili Wili Tree for our vibrant, distinctive designs and high-quality gear. Our colourful dry bags, backpacks, and travel gear stand out, attracting customers seeking fresh, stylish outdoor products. Wili Wili Tree is an independent family business.
