Swiss Military plans to retail to entire Indian subcontinent by FY24 end

Travel gear, clothing, and lifestyle brand Swiss Military aims to expand its retail presence to the entire Indian subcontinent by March 2024. The brand also aims to expand its retail touch-point total from 1,000 to 10,000 in the coming five years. 

“By March 2024, we plan to cover the entire Indian subcontinent and in the next five years, we are aiming at 30% CAGR [compound annual growth rate] growth to reach 10,000 retail touch-points,” Swiss Military’s managing director Anuj Sawhney told ET Retail. “We have over 600 active resellers across 12 major states.”
 
The brand will focus on Mumbai in West India and on South India for its next phase of retail expansion. As well as expanding its presence in the general trade segment of the market, Swiss Military also plans to open large format stores to showcase its entire product portfolio. The brand aims to reach more shoppers in Tier 2 and 3 locations to tap into the growing non-metro demand for premium goods. 

“Currently, travel gears contribute 60% of the total revenue, home appliances stand at about 25%, and the rest 15% comes from apparel and mobile phone,” said Sawhney. The business has a strong focus on the corporate gifting market, which contributes 65% of its total sales, and of the remaining 35%, 15% comes from online retail and 20% comes from general trade.