Stabilo brought more than 150 customers from around the world to Milan on 19–20 October for a two-day showcase at which CEO Michele Molon and the company’s team introduced its Forward 2030 strategy. The plan marks a shift from a product-first approach to a brand-first one, the company said.
Under the strategy, Stabilo intends to place the brand at the centre of its activities and reposition itself as a lifestyle label associated with colour, creativity and confidence. Molon described the change as an evolution rather than a revolution, noting that the company has always focused on the product itself. He said it was important to take customers on the journey and that the new approach would broaden the brand’s identity beyond product functionality.
Creative direction and product concepts
A central element of the new direction is the appointment of singer-songwriter Mika as guest creative director. Molon said the appointment was an important step in strengthening Stabilo’s relevance across different audiences, with Mika contributing to the development of dedicated projects and products.
Among the projects shown in Milan were two new interpretations of the Stabilo Boss highlighter. The Stabilo Boss Jewel is a limited luxury edition developed in collaboration with Swarovski and embellished with Swarovski Zirconia. The Stabilo Boss Plush gives the highlighter a plush tactile finish in gentle pastel colours. Stabilo said more projects are to come.
Travel retail and digital accessories
The brand-first strategy is also intended to be reflected commercially through new distribution channels consistent with a lifestyle positioning. At the end of September, Stabilo presented its concept for entering travel retail at the TFWA World Exhibition in Cannes and opened discussions with international partners in the sector.
At the exhibition, the company showed travel-themed creative kits as well as a new range of digital accessories. The range includes a digital stylus for writing and drawing on tablets, USB charging cables and other practical essentials. According to Stabilo, the products bring the comfort, function and colour for which the brand is known into the digital world.
Molon said the travel exhibition went exceptionally well, with positive feedback and visits from most major travel retailers. He said the creative kits attracted attention, but the digital technology particularly captured interest. Stabilo applied three of its most iconic colours – bold pink, green and yellow – to a range of ergonomic, colourful tech accessories for everyday digital life.
Retailer response
Reflecting on the Milan showcase, Molon described the event as very positive and highlighted encouraging feedback from retailers on the new strategy. He said retailers could see the benefits of what the company is doing with the brand and how it wants them to join the journey.
The Forward 2030 plan therefore sets out a broad repositioning rather than a single product launch. Stabilo is seeking to connect its product expertise with design, fashion, beauty and lifestyle audiences, while extending its presence through limited editions, collaborations, travel retail and digital accessories. The Milan showcase presented that direction to retail partners, and Stabilo said more projects are to come.