Stabilo brought more than 150 customers from around the world to Milan on 19–20 October to present its Forward 2030 strategy, a plan to move from a product-first approach to a brand-first one. The two-day showcase gave customers and journalists a direct view of how the company intends to reposition itself.
Chief executive Michele Molon said the change should be seen as an evolution rather than a revolution. Stabilo has traditionally concentrated on the product itself, he explained, while the new strategy puts the brand at the centre and aims to establish it as a lifestyle label associated with colour, creativity and confidence. He added that taking customers along on the journey was important.
Creative leadership and product collaborations
A central element of the direction is the appointment of singer-songwriter Mika as guest creative director. Molon described the appointment 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 move attention beyond product functionality towards a broader brand identity that can communicate with design, fashion, beauty and lifestyle. Projects shown at the Milan event included the Stabilo Boss Jewel, a limited luxury edition of the highlighter developed with Swarovski and embellished with Swarovski Zirconia. Stabilo also presented the Boss Plush, which gives the iconic highlighter a plush tactile finish in gentle pastel colours. The company said further projects are to come.
Distribution and digital accessories
The transformation is also meant to be visible commercially through new distribution channels consistent with the lifestyle positioning. At the TFWA World Exhibition in Cannes at the end of September, Stabilo presented its concept for entering travel retail and opened discussions with international partners in the sector. Alongside travel-themed creative kits, it showed a new range of digital accessories.
That 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 company is known into the digital world. Molon said the travel exhibition went exceptionally well, with positive feedback and visits from most major travel retailers. The creative kits attracted attention, he added, but the digital technology drew particular 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.
Reflecting on the Milan showcase, Molon called the event very positive and pointed to encouraging feedback from retailers on the new strategy. In his view, retailers can see the benefits of the approach and how Stabilo wants them to join the journey. He described the period ahead as very exciting.