Stabilo gathered more than 150 customers from around the world in Milan on 19–20 October to present Forward 2030, a strategy that shifts the company 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 in front of customers and journalists.
Molon told StationeryNews that it was important to take customers on the journey with the company, describing the shift as an evolution rather than a revolution. Stabilo had always focused on the product itself, he said; the new strategy puts the brand at the centre and repositions it as a lifestyle label associated with colour, creativity and confidence.
Mika appointed guest creative director
A central element of the new 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.
Under the strategy, the emphasis moves from the functionality of individual items towards a broader brand identity capable of communicating with design, fashion, beauty and lifestyle.
Limited edition and new finishes
Among the projects shown at the showcase was the Stabilo Boss Jewel, a limited luxury edition of the highlighter developed in collaboration with Swarovski and embellished with Swarovski Zirconia. Stabilo also presented the Stabilo Boss Plush, which gives the iconic highlighter a plush tactile finish in gentle pastel colours. The company indicated that further products are to come.
Travel retail and digital accessories
The transformation is also meant to be visible 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.
Alongside travel-themed creative kits, the company showed a new range of digital accessories: a digital stylus for writing and drawing on tablets, USB charging cables and other practical essentials. The range is intended to bring the comfort, function and colour Stabilo is known for into the digital world.
Molon said the travel expo had gone exceptionally well, with good feedback and visits from most of the major travel retailers. The creative kits attracted attention, he added, but the digital technology captured most eyes: three of Stabilo's most iconic colours – bold pink, green and yellow – have been applied to a range of ergonomic tech accessories for everyday digital life.
Looking back on the Milan showcase, Molon described the event as very positive and highlighted encouraging feedback from retailers on the new strategy. Retailers could see the benefits of the brand work, he said, and how Stabilo wants them to come on that journey.