<\/p>\n
\n\tMILAN \u2014 There\u2019s plenty to highlight in the new strategy of Schwan-Stabilo Group, the German company specialized in cosmetics, writing instruments and outdoor products.<\/p>\n
\n\tChief executive officer Michele Molon, who joined the group last year, revealed a series of collaborations poised to fuel the firm\u2019s appeal and growth as he mapped out its new business plan aimed at reaching the one-billion-euro threshold in sales by 2030.<\/p>\n
\n\tFor the 2025-2026 fiscal year, the family-owned company generated sales of 781 million euros, up 3 percent versus the previous year. Schwan Cosmetics remained its main division, accounting for 51 percent of total revenues. The Stabilo writing instruments and the outdoor division \u2014 which includes the Deuter, Ortovox, Maier Sports and Gonso brands \u2014 accounted for 24 percent and 25 percent of total revenue, respectively.<\/p>\n
\n\tThe group\u2019s next chapter will hinge on different pillars, including pivoting Stabilo from a brand rooted in writing instruments toward a more lifestyle-oriented identity.<\/p>\n
\n\t\u201cThe focus has always been on the functionality of products. The goal now is to bring the brand back at the forefront and have the product be an expression of it,\u201d said Molon, who\u2019s currently serving also as Stabilo\u2019s CEO at interim, in addition to leading the group.<\/p>\n
\n\t\u201cThis is a pop brand, but pop doesn\u2019t mean cheap or without value. We want to fill it with culture and design,\u201d said Molon, underscoring how the stationery industry is facing a stagnation.<\/p>\n
\t\t\t\t\tStabilo Highlight App<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy of Stabilo<\/p>\n
\t\tCollaborations Galore\t<\/p>\n
\n\tMolon\u2019s antidote to the moment will lean heavily on cross-pollination and joining forces with players across industries to boost the brand\u2019s repositioning.<\/p>\n
\n\tFor one, he revealed that Stabilo has tapped pop music star Mika as its first guest creative director. Over the two-year partnership, Mika will work closely with the design and product development teams to create new offerings, contributing to packaging, colors and selected product ranges. The inaugural line is expected to launch in mid-2027.<\/p>\n
\n\t\u201cMika understands that creativity is a form of self-expression and that the right tool can give people the courage to be bold,\u201d said Molon, highlighting how the appointment enables the brand to \u201cbring this spirit into the design process as well as our communication\u201d and will allow it \u201cto explore new possibilities rooted in our shared values.\u201d<\/p>\n
\n\tThe artist said in a statement: \u201cColor and creativity have given me the confidence to be myself, on stage and in life. Stabilo has always put color into people\u2019s hands. Now I can help imagine the forms it will take, and I would like the products to invite everyone to leave their own mark, whether bold or subtle.\u201d<\/p>\n
\t\t\t\t\tThe Stabilo x Pantone range.<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy of Stabilo<\/p>\n
\n\tStabilo will also revisit its signature Boss highlighter, with some external help. The brand partnered with Swarovski on a limited edition caging the product in a golden or silver metallic structure embellished with 70 zirconia, in a quest to turn a familiar, everyday object into a collectible design piece. The line, which will launch in selected stores and the Stabilo e-commerce in mid-December, represented a personal project for Molon, who was formerly Swarovski\u2019s chief commercial officer, playing a central role in its repositioning and in transforming it into an omnichannel business.<\/p>\n
\n\tIn the same vein, Molon\u2019s friendship with Kiko Milano\u2019s CEO Simone Dominici sparked the co-creation of a lip collection inspired by the Stabilo Boss Mini highlighters turned into lip markers available in five shades. Launching on Nov. 5, the collection will be available in Kiko Milano stores in Italy, France, Spain, Germany and the U.K., as well as through its directly operated European and Middle East e-commerce platforms.<\/p>\n
\n\t\u201cOur collaboration with Kiko Milano is a perfect example of how two iconic brands, coming from different worlds, can challenge conventions and create something unexpected,\u201d said Molon. \u201cThis is exactly the kind of bold, imaginative thinking that will shape the next chapter of Stabilo.\u201d<\/p>\n
\t\t\t\t\tThe Stabilo plush line.<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy of Stabilo<\/p>\n
\n\tDitto for other renditions of its distinctive products, like a new colorful plush version, or the relaunch of Stabilo\u2019s Move fineliner, which was popular in the early 2000s and that, with its four ergonomic designs inspired by basketball, golf, motorsport and tennis, aims to tap into the current sports craze.<\/p>\n
\n\tThese launches add to the upcoming Stabilo Icons project, a long-term cultural program that will kick off next month and through which the brand will invite personalities hailing from the fields of design, fashion, art and education to boost engagement with consumers and attract new audiences.<\/p>\n
\n\tStabilo\u2019s shift toward a lifestyle proposition will also see the brand stepping into the realm of digital accessories, bringing its colorful codes to digital pens, chargers and cables, among others.<\/p>\n
\t\tThe Strategic Vision\t<\/p>\n
\n\tThe product revamp is ultimately aimed at favoring the opening of new avenues of distribution. Molon was fresh from Cannes\u2019 TFWA World Exhibition travel-retail trade show last month, where he closed deals to expand Stabilo into that channel. The brand recently debuted two outposts at Italy\u2019s Orio al Serio airport, to be followed by others in Germany soon.<\/p>\n
\n\tIt\u2019s a first step that will lead the brand to launch a series of shops-in-shop \u2014 the first of which will debut in Europe in few months \u2014 before eventually making a big step into retail with the opening of stand-alone stores in two years, said Molon.<\/p>\n
\n\tThe executive is also taking into account growth of Stabilo\u2019s online channel, which currently generates 10 percent of the brand total sales and he believes has the potential to more than double such a share. As for the geographies, the Stabilo\u2019s top-performing region is Europe \u2014 spearheaded by Germany, France and Italy \u2014 followed by Asia and the Americas.<\/p>\n
\t\t\t\t\tMichele Molon<\/p>\n
\t\t\t\t\t\t\t\t\tCourtesy of Schwan-Stabilo Group<\/p>\n
\n\tMolon didn\u2019t exclude the possibility of additional acquisitions for the group and said he is always open to deals, especially for the holding\u2019s cosmetics and outdoor divisions.<\/p>\n
\n\tSchwan Cosmetics develops and manufactures products for more than 700 customers worldwide and is a leading force, especially in pencil making, and Molon said that acquisitions could be made both to expand into \u201cgeographies we are not currently present in or in sectors that we currently don\u2019t cover.\u201d<\/p>\n
\n\tLast week, the division added an R&D laboratory in South Korea to its global network of 38 sites, spanning from Germany and Czech Republic to Mexico and Brazil.<\/p>\n
\n\t\u201cWe already worked a lot with South Korea,\u201d said Molon, underscoring the key role the country plays in monitoring trends. Rather than planting a flag for skin care ambitions, he said that there\u2019s a new wave in color cosmetics coming from the country he\u2019s interested in. Ditto for India, which he\u2019s keeping an eye on for the local use of different textures and connections between makeup and Ayurvedic medicine.<\/p>\n
\n\tChina will be his focus for the outdoor division, and given the market\u2019s rising interest toward this segment, Molon didn\u2019t exclude adding new brands to the current portfolio.<\/p>\n
\n\tConversely, the executive shooed away any interest in opening the holding\u2019s capital to external investments. Founded in 1855 by Gustav Adam Schwanh\u00e4usser and headquartered in Heroldsberg near Nuremberg, the German company that today employs around 5,200 people at 38 locations worldwide is still 100 percent family-owned in its sixth generation.<\/p>\n
#Mika #Swarovski #Kiko #Milano #Collaboration #Boost #Stabilos #Strategy<\/p>\n","protected":false},"excerpt":{"rendered":"
MILAN \u2014 There\u2019s plenty to highlight in the new strategy of Schwan-Stabilo Group, the German company specialized in cosmetics, writing instruments and outdoor products. Chief executive officer Michele Molon, who… <\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[242],"tags":[],"class_list":["post-1702","post","type-post","status-publish","format-standard","hentry","category-editors-pick"],"_links":{"self":[{"href":"https:\/\/stock789.top\/index.php?rest_route=\/wp\/v2\/posts\/1702","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/stock789.top\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/stock789.top\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/stock789.top\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/stock789.top\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1702"}],"version-history":[{"count":0,"href":"https:\/\/stock789.top\/index.php?rest_route=\/wp\/v2\/posts\/1702\/revisions"}],"wp:attachment":[{"href":"https:\/\/stock789.top\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1702"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/stock789.top\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1702"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/stock789.top\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1702"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}