[2] The company was founded in 2002 by Andreas Doering and Willy Fantin in Saint-Blaise, Switzerland, and quickly built its image around various guerilla marketing stunts around the world.

Moving its headquarters to Neuchâtel in January 2014, its capital base increased fourfold over the same year, with several investors joining the founders.

Heidi remained a web retailer for its first ten years of existence, finally opened its flagship store in December 2013[9] located in the former Neuchâtel Fire Station.

[10] This project, called Retail of Tomorrow, was developed in partnership with Samsung and included a variety of interactive signage, most notably through near field communication.

[11][12] In the Fall of 2014, heidi announced a partnership with Swiss pop-star Bastian Baker whereby the artist, beyond sporting branded goods, also participated in the design of limited edition clothing.