Swiss Military to invest Rs 200 crore, open 4000 stores

Swiss Military, a lifestyle product brand plans to roll out across the country adding 4000 new stores in the next two years. The $300 million privately held company that is operational across 26 countries and is registered across 40 markets is making an investment of Rs 200 crore for its expansion.

Having started its operations in 2010 in India, Swiss Military is gearing up for its 'four-phase' expansion strategy, a top company executive said.  Anuj Sawhney, Managing Director of Swiss Military Worldwide said: "We will roll out the third phase of Indian expansion in November with a complete retail launch and franchisee operations. We are investing Rs 200 crore in expansions and will set up 4000 outlets, both exclusive and through franchisees in the next two years."

By November this year, the company is starting its retail expansion of 11 exclusive stores and 160 franchisee run outlets. "If our expansion is on track, the company is considering listing on the Indian bourses by 2017, which is the fourth phase of our India strategy," Sawhney added.

Initially, in 2010, Swiss Military started retailing items including pens, wallets, key chains and others in 2010. In its first phase of expansion, it began as a corporate gifting solution and later in 2012, it moved into in-flight sales partnering with Jet Airways, Indigo and Air India. In 2014, the company started multi-brand outlets, which are currently about 550 in number and has recently launched travel gear, sunglasses, power banks, and leather belts which is the 'second phase of expansion. The retail chain, Swiss Military plans to use the licensing route to retail bicycles, garments and footwear and is in talks to launch its own brand of consumer electronics.