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Swiss Military eyes to be present at 10,000 retail touchpoints by March 2024, ET Retail


Swiss Military, the maker of premium lifestyle accessories, is planning to expand its presence in Mumbai in West India and South India, Anuj Sawhney, MD of Swiss Military told ETRetail in an exclusive interaction.

At present, the brand has a presence across 1,000 touchpoints in cities like Delhi, Punjab, J&K, Himachal, Uttar Pradesh, Uttarakhand, Jharkhand, Bihar, and Orissa.

“By March 2024, we plan to cover the entire Indian subcontinent and in the next five years, we are aiming at 30 per cent CAGR growth to reach 10,000 retail touchpoints,” he stated.

It plans to penetrate deeper into tier II and tier III cities.

The brand plans to expand its presence across large format stores along with expanding its presence in general trade.

“We have over 600 active resellers, across 12 major states,” he added.

At present, 65 per cent of the revenue comes from north India, and the rest 35 per cent is contributed by central and east India.

“Currently, travel gears contribute 60 per cent of the total revenue, home appliances stand at 25 per cent and the rest 15 per cent comes from apparel and mobile phone,” he said.

Corporate gifting comprises 65 per cent of its sales, online retail stands at 15 per cent and the rest 20 per cent comes from the general trade.

Over the last 8 years, the brand claims to enjoy a consumer loyalty rate of 92 per cent.

In the recently announced quarterly results, the brand said that its net sales at Rs 37.36 crore in March 2023 jumped 70.53 per cent from Rs. 21.91 crore in March 2022.

Quarterly net profit was up 9.8 per cent from Rs. 1.24 crore in March 2022 to Rs. 1.36 crore in March 2023.

EBITDA stood at Rs. 1.89 crore in March 2023, up 50 per cent from Rs. 1.26 crore in March 2022.

  • Published On Aug 11, 2023 at 06:41 PM IST

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