Swarovski® has embarked on an extensive transformation program, merged its B2B and B2C businesses and will follow a one vision, one strategy, one organization approach from now on. Over the past months, Swarovski® has been reviewing all fields of activity worldwide to ensure that they are in line with the new strategic direction and economic realities. More than ever Swarovski® wishes to protect its individual brand character and avoid confusion in the marketplace as to the nature and branding of products.
As a consequence, Swarovski® will continue to offer its sustainable and precision-cut crystals to B2B customers but will be working with a limited number of wholesale customers, manufacturers and application centers, in much closer collaboration in the future. In this context, we are delighted to confirm that we will be one of those customers and will continue to offer Swarovski® crystals in the future.
Nevertheless, there are changes in the operating model that will affect us. More precisely, Swarovski® will establish new brand control agreements and wishes our B2B customers to accept, that the purchase of crystal components does not entitle the customer to use the Swarovski® brand when selling finished products embellished with Swarovski® crystals. In other words, you will have to commit not to state “embellished with crystals from Swarovski®” or similar, when selling finished products with Swarovski® crystals to consumers.
This means, Swarovski’s new distribution model will focus on the protection of the Swarovski® brand assets and is therefore designed for wholesale customers, manufacturers, and application centers, that re-sell the crystals to B2B customers, who are the crystal end-user, selling the finished products to consumers, and contractually agree to their new ways of working.
Swarovski® is also streamlining the operating model, and it is with much regret that we must inform you, that Swarovski® will withdraw from offering Swarovski® components that are tailored for retail segments, like DIY or nails. Therefore, we will unfortunately not be able to offer these products after Sept 30th 2021.
“A Diamond for Everyone”Daniel Swarovski