Following on from the recent news of its global transformation, Swarovski is ending its relationship with select multi-brand retailers all around the world as part of its shift into the attainable luxury category. Sixty-eight partnerships are ending in Australia. “We recognise the value and support of all of our retail partners that have contributed to where Swarovski Australia and New Zealand is today,” Swarovski managing director for Australia and New Zealand Brett Spinks told Inside Retai
tail in an exclusive interview.
“Swarovski will continue to operate from its 69 stores and concessions and six partner-owned stores across Australia and New Zealand. We are excited to work closely with our remaining retailers, as we step into this luxury position.”
According to Spinks, all multi-brand retailers, remaining and closing, were notified of the new strategy yesterday. Swarovski is supporting the transition for retailers by offering an extended notice period of four months. June 30 will be the official end date for those closures.
In the future, Swarovski may seek to create new partnerships with high-end physical and online retailers in line with its elevated repositioning.
“Customers can expect more curated touchpoints that are in line with Swarovski’s new vision,” said Spinks.
An elevated direction
Since CEO Robert Buchbauer took over the 125-year-old crystal company in April last year, he has been leading the company into creating a more upscale experience for customers through its products and store experiences.
This has included streamlining Swarovski’s collections and using its archive pieces as inspiration, focusing on classic, timeless designs. In the past, the brand would develop a constant stream of product, which will be pulled back in the future.
It was also reported that last year, 6,000 employees were laid off as part of a broad overhaul. The company employees 25,000 people worldwide.
“I’m really working on making the company one Swarovski and abandoning the divisional approach that we’ve had over many years and leading everything one team,” CEO Robert Buchbauer told WWD.
Meanwhile, creative director Giovanna Engelbert has led Swarovski’s global transformation and developed a new concept called ‘the Wonderlab’, which can be seen through the brand’s reimagined swan logo and a new store activation concept called Instant Wonder. These installations will be rolled out across the world in 28 selected physical stores and promoted through virtual tours, sneak previews of pieces and lifestyle content.
Designed in partnership with Paris-based Villa Eugenie, Swarovski’s new store concept, which is described as “a sensorial retail space”, will feature vibrant colours and textures, metallic sculptures, and innovative materials.
“Swarovski’s Instant Wonder stores realise joyful wonder, a candy-like dreamscape filled with the full spectrum of crystal lifestyle pieces,” the company said.
