Stabilo has set out a new Forward 2030 strategy that moves the company from a product-first to a brand-first approach. The plan was presented to more than 150 customers from around the world during a two-day showcase in Milan on 19–20 October, where customers and journalists were shown what the repositioning looks like in practice.
Chief executive Michele Molon told StationeryNews that taking customers along on the journey mattered, describing the change as an evolution rather than a revolution. Stabilo had always concentrated on the product itself, he said; the new strategy puts the brand at the centre and repositions the company as a lifestyle label associated with colour, creativity and confidence.
Guest creative director named
Central to that direction is the appointment of singer-songwriter Mika as guest creative director. Molon called the appointment an important step in strengthening Stabilo's relevance across different audiences, with Mika contributing to the development of dedicated projects and products.
The strategy moves emphasis away from the functionality of individual products towards a broader brand identity that can communicate with design, fashion, beauty and lifestyle.
Limited editions extend the highlighter line
Among the projects shown in Milan was the Stabilo Boss Jewel, a collaboration with Swarovski on a limited luxury edition of the highlighter embellished with Swarovski Zirconia. Stabilo also presented the Stabilo Boss Plush, which gives the iconic product a plush tactile finish in gentle pastel colours. The company indicated that further products are planned.
Travel retail entry and a digital range
The transformation is also meant to show commercially, through the development of new distribution channels consistent with the lifestyle positioning. At the end of September, at the TFWA World Exhibition in Cannes, Stabilo presented the concept for its entry into travel retail and opened discussions with international partners in the sector.
As well as travel-themed creative kits, the company showed a new range of digital accessories — from a digital stylus for writing and drawing on tablets to USB charging cables and other practical essentials — intended to bring the comfort, function and colour Stabilo is known for into the digital world.
Molon said the travel exhibition had gone exceptionally well, with good feedback and visits from most of the major travel retailers. The creative kits drew attention, he added, but the digital technology attracted the most interest: three of the brand's most iconic colours — bold pink, green and yellow — have been applied to a range of ergonomic, colourful tech accessories for everyday digital life.
Reviewing the Milan showcase, Molon described it as very positive and highlighted encouraging feedback from retailers on the new strategy, saying they could see the benefits of the brand work and how Stabilo wants them to join that journey. He described the period ahead as an exciting one.