Stabilo has presented its Forward 2030 strategy to more than 150 customers from around the world at a two-day showcase in Milan on 19–20 October. The event set out a shift from a product-first approach to a brand-first approach, with the company placing greater emphasis on how Stabilo is positioned and experienced beyond individual products.
CEO Michele Molon said the change should be seen as an evolution rather than a revolution. Stabilo had always focused on the product itself, he explained, while the new strategy puts the brand at the centre and seeks to reposition Stabilo as a lifestyle label associated with colour, creativity and confidence. Customers and journalists attending the showcase were able to see how that evolution is being expressed in the company’s plans.
Mika joins as guest creative director
A central part of the new direction is the appointment of singer-songwriter Mika as guest creative director. Molon described the appointment as very exciting and said it was an important step in strengthening Stabilo’s relevance across different audiences. Mika is contributing to the development of dedicated projects and products, according to the company.
The strategy is intended to shift attention from the functionality of products towards a broader brand identity capable of communicating with design, fashion, beauty and lifestyle. That positioning is reflected in the projects shown in Milan and in the commercial channels Stabilo is exploring.
Limited editions extend the highlighter
Among the projects presented was the Stabilo Boss Jewel, a collaboration with Swarovski on a limited luxury edition of the highlighter embellished with Swarovski Zirconia. Stabilo also showed the Stabilo Boss Plush, which gives the iconic product a plush tactile finish in gentle pastel colours. The company indicated that further projects are planned.
Travel retail and digital accessories
Stabilo’s transformation is also taking shape commercially through the development of new distribution channels consistent with its lifestyle positioning. At the end of September, the company presented its concept for entry into travel retail at the TFWA World Exhibition in Cannes and opened discussions with international partners in the sector. Alongside travel-themed creative kits, it showed a new range of digital accessories.
The digital range includes a stylus for writing and drawing on tablets, USB charging cables and other practical essentials. Stabilo said the products bring the comfort, function and colour for which it is known into the digital world. Three of its most iconic colours – bold pink, green and yellow – have been applied to ergonomic, colourful tech accessories intended for everyday digital life.
Retailer response
Molon said the travel exhibition had gone exceptionally well. Stabilo received strong feedback and was visited by most of the major travel retailers, he added. The creative kits attracted attention, but the digital technology captured particular interest, according to the CEO.
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 the company on that journey. Molon said it was a very exciting time ahead.