Stabilo has set out a shift from a product-first to a brand-first approach, unveiling its Forward 2030 strategy to more than 150 customers from around the world at a two-day showcase in Milan on 19–20 October.
Chief executive Michele Molon presented the plan alongside the Stabilo team, framing the change as an evolution rather than a break with the company's past. "It is important that we take our customers on the journey with us," he said. "This is not a revolution of Stabilo, but an evolution. We have always focused on the product itself. Our new strategy is to put the brand at the centre, re-positioning Stabilo as a lifestyle label associated with colour, creativity and confidence."
A creative director and a wider audience
A central element of the new direction is the appointment of singer-songwriter Mika as guest creative director. Molon described the appointment as very exciting for the company and an important step in strengthening Stabilo's relevance across different audiences, with Mika contributing to the development of dedicated projects and products.
The strategy is intended to move attention away from the functionality of individual products and towards a broader brand identity that can communicate with design, fashion, beauty and lifestyle audiences.
Products shown in Milan
Two product projects presented at the showcase illustrate the approach:
- Stabilo Boss Jewel — a limited luxury edition of the highlighter developed with Swarovski and embellished with Swarovski Zirconia.
- Stabilo Boss Plush — the iconic highlighter given a plush tactile finish in gentle pastel colours.
Stabilo said more projects are to follow.
New channels, including travel retail
The transformation is also intended to be commercial. Stabilo is developing distribution channels consistent with its lifestyle positioning, and at the end of September presented its concept for entering travel retail at the TFWA World Exhibition in Cannes, where it opened discussions with international partners in the sector.
Alongside travel-themed creative kits, the company showed a new range of digital accessories, from a digital stylus for writing and drawing on tablets to USB charging cables and other practical essentials. According to Molon, the range brings the comfort, function and colour Stabilo is known for into the digital world.
"The travel expo went exceptionally well," he said. "We had great feedback and were visited by most of the major travel retailers. The creative kits got a lot of attention, but it was the digital tech that really captured everyone's eye. We have taken three of our most iconic colours — bold pink, green and yellow — and applied them to a range of ergonomic, colourful tech accessories for everyday digital life."
Retailer response
Reflecting on the two-day Milan showcase, Molon described the event as very positive and highlighted encouraging feedback from retailers on the brand's new strategy. "They can see the benefits of what we're doing with the brand and how we want them to come on that journey with us," he said. "It's a very exciting time ahead."