Stabilo has placed its brand, rather than its products, at the centre of its business, presenting the new direction to more than 150 customers from around the world at a two-day showcase in Milan on 19–20 October.
Chief executive Michele Molon used the event to unveil the company's Forward 2030 strategy, which he framed as an evolution rather than a revolution. Stabilo, he said, had always concentrated on the product itself; the new approach repositions the company as a lifestyle label associated with colour, creativity and confidence. He added that it was important to take customers along on the journey.
Guest creative director appointed
A central element of the plan is the appointment of singer-songwriter Mika as guest creative director. Molon described the move as an important step in strengthening Stabilo's relevance across different audiences, with Mika contributing to the development of dedicated projects and products.
The strategy is intended to shift attention from what individual products do towards a broader brand identity capable of communicating with design, fashion, beauty and lifestyle.
Limited editions and new finishes
Two reinterpretations of the Stabilo Boss highlighter were among the projects shown in Milan. The Stabilo Boss Jewel is a limited luxury edition developed with Swarovski and embellished with Swarovski Zirconia. The Stabilo Boss Plush gives the same iconic product a plush tactile finish in gentle pastel colours. The company said further projects are to follow.
Travel retail and digital accessories
The transformation is also expected to show commercially, with new distribution channels aligned to the lifestyle positioning. At the end of September, at the TFWA World Exhibition in Cannes, Stabilo presented its concept for entering travel retail and opened discussions with international partners in the sector.
Alongside travel-themed creative kits, the company showed a new range of digital accessories, from a stylus for writing and drawing on tablets to USB charging cables and other practical items. The range is intended to bring the comfort, function and colour associated with Stabilo into the digital world.
Molon said the travel exhibition had gone exceptionally well and that most of the major travel retailers had visited. The creative kits drew attention, he added, but the digital technology attracted the most interest: three of the company's most iconic colours — bold pink, green and yellow — have been applied to a range of ergonomic, colourful tech accessories for everyday digital life.
Retailer response
Reflecting on the Milan showcase, Molon called the event very positive and pointed to encouraging feedback from retailers on the new strategy. They could see, he said, the benefits of what the company was doing with the brand and how it wanted them to join that journey.