Premium global Men’s lifestyle brand Swiss Military Worldwide has announced its foray into the Indian retail market with a target of reaching over 200 retail points by year end.
The retail launch will see Swiss Military enter North India markets starting with Delhi, NCR and Chandigarh sometime this month followed by North and North-Western region including Rajasthan, Haryana, Himachal Pradesh, Uttarakhand, Madhya Pradesh, Maharashtra and Gujarat by June this year and by the end of the year expanding their presence Pan-India in both mass retail and large format stores.
Franchisee model of the stores too will be launched in the latter part of the year. The brand is primarily looking at multi-brand outlets to expand and will be focussing on five product categories including Travel Gear, Writing Instruments, Lifestyle Accessories, Leather Goods, and Garments.
“Having established ourselves as forerunners in the ever evolving and dynamic global premium lifestyle sector, we are now aiming to capture newer grounds both in terms of market penetration and newer product categories to serve as a one-stop solution for men’s global lifestyle products. We are rolling out a phased launch of our retail operations bringing affordable yet high on utility Swiss Military products to the discerning Indian consumer,” said, Anuj Sawhney, Managing Director, Swiss Military Worldwide.
Founded in Switzerland over 30 years ago, Swiss Military entered the Indian market 5 years ago. According to the company officials, its products have also been distributed through in-flight sales aboard most Indian airlines besides being available on major e-commerce portals such as Flipkart.com and FashionAndYou.com, Jabong and SwissMilitaryIndia.com.
Present in 26 countries, Swiss Military has over 600 stores in Europe and brand registration in about 40 countries globally. The brand offers over 700 SKUs across 12 product categories in its global portfolio covering Travel Gear, Writing Instruments, Leather goods, Garments, Cosmetics, Batteries, Outdoor equipment, Kitchenware, Sunglasses, Footwear, Electronics and Lifestyle Accessories encompassing Multi-purpose Tools, Travel Mugs, Keychains, Alarm Clocks, Torches, etc.