Swarovski is a truly international brand with a strong retail business in each of the major markets in Europe, Asia and Americas. It is represented in over 120 countries worldwide and is highly visible through 1,600 Swarovski boutiques and concessions in all of the fashion capitals around the world.

Swarovski today has over 22,000 employees, operating in over 120 countries. Still family-owned and run, with a dynamic team of fourth and fifth generation family members at the helm, it is as dedicated today as it has always been to perfection and precision, to continual innovation and ingenuity in both design and technology. With its own trend research department, unrivalled technical expertise and a dynamic team of designers and craftsmen, Swarovski is able to keep ahead of global fashions, interpreting new directions, themes and inspirations for crystal creativity, all the time respecting the timelessness of this intriguing, meditative material.

The brand’s most recent opening are almost too numerous to list; so far in 2009, it has opened more than 20 directly-operated boutiques and mover 30 partner mono-brand boutiques worldwide. This includes boutiques in the Dubai Mall, Canton Road in Hong Kong and Osaka.

Longer term, Swarovski’s expansion plans for both its own-stores and partner boutiques include more than 150 openings in 2009, with a similar number planned for 2010.
But what of markets such as India, the Middle East and China?

“India is at the starting point for us,” explains Robert Buchbauer, a member of the Swarovski’s Executive Committee. “In the Middle East, we operate a number of extremely successful partner boutiques. Even so, the market has now slowed down from its historic growth patterns. In China, one of our focus markets, we are in the further growth and expansion mode reaching out into the Tier 2 and 3 cities, offering us great potential.”

There are, however, areas that the brand feels it has not satisfactorily penetrated, says Buchbauer. “Definitely there are opportunities for us, though we are not up to our planned penetration levels in established markets such as Japan and the US, and in emerging markets like Eastern European and India. This will come in the near future.”
Swarovski is committed to presenting the sparkling world of crystal to consumers in a way that exceeds their expectations. It is in the luxurious and world-famous Ginza district of Tokyo that Swarovski showcases the utmost creative expression of the ‘Crystal Forest’ concept with the opening of its first flagship store at the end of March 2008.

Designed by famous architect Tokujin Yoshioka, this new retail design is a multi-sensory experience, giving visitors the chance to immerse themselves in the seductive brilliance and infinite depths of crystal. Swarovski boutiques are unique magical places and the new retail architecture will ultimately make the brand a tangible crystal experience focused on pleasing the senses.

Clearly, Swarovski has a strong, recognisable brand, but how does the company develop new lines and initiatives to stay at the forefront?
“The point is not to diversify but to lead projects in coherency and relevancy as regards to who we are,” Buchbauer explains. “We have recently launched a new watch collection; for us, this is a natural extension of our jewellery expertise, rather than a
diversification. Being the leader in fashion jewellery, it is somehow obvious to seriously enter the watch industry as a next step. This first comprehensive collection signals our future commitment to watches.”

For the full article please see the RLI July/August 09 issue