Stabilo brought more than 150 customers from around the world to Milan on 19–20 October to present its Forward 2030 strategy, a plan that moves the company from a product-first approach to a brand-first one. The two-day showcase also gave customers and journalists a closer view of how the company intends to apply that positioning across products, collaborations and distribution.
CEO Michele Molon framed the change as an evolution rather than a revolution. He said Stabilo had always concentrated on the product itself, while the new strategy would put the brand at the centre and reposition Stabilo as a lifestyle label linked to colour, creativity and confidence. He added that taking customers along on the journey was important to the company.
A guest creative director and lifestyle partnerships
A central element of the plan is the appointment of singer-songwriter Mika as guest creative director. Molon described the appointment as an important step in strengthening Stabilo's relevance with different audiences, with Mika contributing to the development of dedicated projects and products. The company said the strategy is intended to move attention beyond product functionality towards a broader brand identity that can communicate with design, fashion, beauty and lifestyle.
At the showcase, Stabilo presented products that reflect that direction. The Stabilo Boss Jewel is a limited luxury edition of the highlighter developed with Swarovski and embellished with Swarovski Zirconia. The Stabilo Boss Plush gives the iconic product a plush tactile finish in gentle pastel colours. Stabilo indicated that further projects are planned.
Travel retail and digital accessories
The brand-first approach is also expected to shape commercial development. Stabilo is preparing new distribution channels aligned with its lifestyle positioning. At the end of September, it presented its concept for entering travel retail at the TFWA World Exhibition in Cannes and opened discussions with international partners in the sector. The presentation included travel-themed creative kits as well as a new range of digital accessories.
The digital range spans a stylus for writing and drawing on tablets, USB charging cables and other practical essentials. Stabilo says the products carry the comfort, function and colour associated with its brand into digital life. Molon said the travel exhibition went exceptionally well, with positive feedback and visits from most major travel retailers. He noted that the creative kits attracted attention, but that the digital technology drew particular interest. Three of Stabilo's iconic colours – bold pink, green and yellow – have been applied to ergonomic, colourful tech accessories for everyday digital use.
Retailer feedback
Reviewing the Milan showcase, Molon called the event very positive and pointed to encouraging feedback from retailers on the new strategy. He said retailers could see the benefits of the company's brand work and how Stabilo wants them to join the journey. Molon said the period ahead was an exciting one.