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Swiss Army Switch-Up: Iconic Knife Brands Merge for 2014

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GearJunkie: What is the reason for the merging of the knife business?

Stutz:The measure makes it possible to pool our resources, enhance the product range, and eliminate duplication. It will also let us better coordinate our other product categories.

How will this effect the Victorinox brand overall?

With this decision we can finally assign the heritage of the Swiss Army Knife brand. This allows us to strengthen the Victorinox market position in the knife business and consistently promote our global growth.

Rene Stutz and the symbol of his brand

Will Victorinox now market to a more outdoorsy or core market for knives? In the past this was more Wenger’s area.

Yes. And we will be using the Wenger distribution channels to sell the Victorinox products, which will also include the outdoor market.

How will the brand presence and representation online change?

No changes will be made in 2013 to the websites. We are currently assessing the web presence for 2014.

What will consumers notice with the brand change?

Consumers had some confusion between the two brands, but Victorinox is the better-known brand around the world. This merge offers more growth potential for Victorinox and will strengthen the brand name.

—Stephen Regenold is the editor of GearJunkie.com.

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