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Swiss Military stores, backed by Indian

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Swiss Military has so far been present in India only through in-flight shopping and e-commerce. Reuters Swiss Military has so far been present in India only through in-flight shopping and e-commerce. Reuters
SummarySwiss Military has so far been present in India only through in-flight shopping and e-commerce.

The brand is called Swiss Military, but is, in fact, run by an Indian. After a successful presence in 26 countries abroad, global lifestyle brand Swiss Military is now looking to set up shop in India. Known for its corporate gifting solutions, menswear and premium lifestyle accessories, Swiss Military has so far been present in India only through channels like in-flight shopping and e-commerce.

As part of its three-phased retail foray in India, the company plans to set up its first retail outlet in Delhi and Chandigarh early next month, with a total of 150 stores by end of this year. “Globally, we have 12 product divisions and our first retail format in India would be rolled out in the first week of February. We are eying revenues of R100 crore by setting up a network of 150 stores by the end of this year for which we are looking for franchisees,” Anuj Sahwney, managing director of Swiss Military Worldwide, told FE.

The 30-year-old company, run by Anuj’s father Ashok Sawhney, has close to 600 stores in Europe alone.

In India, phase one of the company’s plans includes travel gear and writing instruments, the second phase relates to cosmetics, followed by perfumes, bath gels and shower gels, besides women’s apparel, a category that the company has not ventured into so far. Women’s wear would be launched next year, said Sawhney.

“We are looking for franchisees and licensees here, but there will be no manufacturing in India. However, certain backbones like writing instruments, travel gear and garments will not be licensed. We will distribute them directly,” Sawhney added.

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