Why is Victorinox India Betting Big on the Offline Retail Market

The traditional Swiss company has recently opened the first store in India at the Palladium Mall, High Street Phoenix in Mumbai.
Why is Victorinox India Betting Big on the Offline Retail Market

Victorinox India, the subsidiary of global company Victorinox, has recently entered the offline retail market in India. The traditional Swiss company has opened a new store at the Palladium Mall, High Street Phoenix in Mumbai. Victorinox has been in India for the last 15 years, and this is the next step of the brand’s India retail strategy, which began with a strong multi-brand presence.

“We have had a heartening response from our Indian customers since the launch of the Victorinox brand store at Palladium, Mumbai. We are grateful to them for this reassurance, enabling us to move forward with renewed momentum. The comfort of walking into a Victorinox Brand Store in the familiarity of your own city with the Swiss Experience to look forward to, as well as the availability of all product categories under one roof, is something that has been appreciated by brand loyalists and new customers too,” Colonel Chandhoke, Managing Director, Victorinox India said.

“Now that we see the maturity of the brand in our country, we believe it is time to invest in our global brand store format and take our India presence to the next level. This store offers the Indian customer the same experience that they would have at our stores in Germany, France, and Switzerland,” he added.

Brand Positioning

The one million households in India that comprise the upper middle class and above segments are the brand’s target audience. “We are in an extremely attractive spot when it comes to pricing and positioning right now in India as we are not a luxury brand but a premium one. The premium segment is the largest growing as well as the fastest-growing segment here today,” Chandhoke asserted.

With its product categories ranging from pocket knives, kitchen knives, and watches to travel gear and fragrances, the brand serves a very wide premium consumer base, be it business travelers, adventure sports lovers, outdoor enthusiasts, home chefs as well as professional chefs.

“Knives are our forte. We produce one lakh forty thousand knives every single day.  We also have products designed for women who need a practical, classy, and elegant companion to be relied upon in any situation, day, or night,” he further added.

USP of the Brand

The four important pillars of Victorinox- Quality, Functionality, Innovation, and Iconic Design are what make its products exceptional and guarantee you, loyal companions, for years to come. Its Swiss Army Knives and kitchen knives, watches, and fragrances are manufactured in Switzerland and thus proudly carry the “Made in Switzerland” seal. The brand has been producing its knives in Switzerland since the early beginnings of its company back in 1884, and this is an important part of its heritage.

“Constant innovation, stringent quality control, and improvisation with aesthetic sensibilities have ensured that the brand is one to reckon with across all our product categories. We continue impacting and improving the lives of our customers. Their comfort and their smiles have always driven us and will continue to drive us to excel,” Chandhoke noted.

Future Plans

Starting with the launch of our first Victorinox brand store in Mumbai in 2022, the plan is to open another five brand stores in the country in the next 3 years. The brand currently has 20 multi-brand outlets and in its watch category, it is present in 150 doors across thirty cities in India.

“The plan is to have an additional 30 multi-brand outlets and more than 250 doors across India by 2023, in A, B, and C tier cities. I believe that offline retail will continue to play a key role in the Indian retail scenario alongside a galloping e-commerce presence. The main reason behind this is the fact that in India a mall is the preferred choice for a quick weekend plan or an evening getaway. The lack of infrastructure for spontaneous outdoor activities and excursions as well as weather conditions and pollution make this the reason most Indians choose to go to a mall to spend some unplanned relaxed time in a protected environment that offers varied entertainment and dining options as well as shopping- all under one roof,” Chandhoke stated.

“E-commerce, as it has been over the last four years, will continue to be a strategic channel for us to reach customers ‘where and when’ our offline stores cannot,” he concluded.

The customer acquisition strategy in India of the brand will be a strong and sustainable combination of distribution and marketing initiatives. On the distribution front, Victorinox will continue the aggressive expansion journey of its single-brand Victorinox stores, its multi-brand retail format, and an increased presence with retailers and at airports. This will be supported by a strong ‘Educate, Connect, and Engage’ approach toward the strong and increasing customer base in India who are in search of superior quality products and are willing to pay for them.

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