Stabilo brought more than 150 customers from around the world to Milan on 19–20 October to present its Forward 2030 strategy, a shift from a product-first to a brand-first approach. CEO Michele Molon and the Stabilo team used the two-day showcase to set out the change to customers and journalists, who saw the new direction presented firsthand.
Molon framed the strategy as an evolution rather than a revolution. He said it was important to take customers on the journey and that Stabilo had always focused on the product itself. Under Forward 2030, the company intends to put the brand at the centre and reposition Stabilo as a lifestyle label associated with colour, creativity and confidence.
From product function to brand identity
The strategy aims to move attention from the functionality of individual products to a broader brand identity. Stabilo says this identity should be able to communicate with design, fashion, beauty and lifestyle. The company described the change as a repositioning of the brand rather than a departure from its product heritage.
Mika and new product projects
A key part of the 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 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 said more projects are to come.
Travel retail and digital accessories
Stabilo’s transformation is also intended to be visible commercially through new distribution channels consistent with its 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.
Alongside travel-themed creative kits, Stabilo showed a new range of digital accessories. The range runs from a digital stylus for writing and drawing on tablets to USB charging cables and other practical essentials. Stabilo says the range brings the comfort, function and colour it is known for into the digital world.
Molon said the travel expo went exceptionally well, with great feedback and visits from most of the major travel retailers. He said the creative kits received attention, but the digital technology captured particular interest. Stabilo has applied three of its most iconic colours – bold pink, green and yellow – to 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 Stabilo is doing with the brand and how the company wants them to join that journey. He added that it is an exciting time ahead.