Swiss Military Marches On: 3,000 New Outlets & Made-in-India Boost

Swiss Military, a lifestyle and utility accessories brand, is significantly expanding its retail footprint with plans to add 3,000 multi-brand outlets (MBOs) by the end of the year—bringing its total to 7,000. The brand is also ramping up its presence in modern trade and will open 25 new exclusive brand outlets (EBOs) in 2025, taking its EBO network to 130.

Currently, offline channels contribute 78% of the company’s revenue, while online and quick-commerce platforms account for the remaining 22%. With rising demand in tier-2 and tier-3 cities, the online share is expected to grow further.

To support this growth, Swiss Military has set up a new manufacturing facility in Faridabad, Delhi NCR, with an annual capacity of around 100,000 luggage sets. This move marks a shift from reliance on imports from Japan and China, as the company taps into India’s manufacturing strengths to reduce costs, improve turnaround times, and respond faster to market demand.

News by Rahul Yelligetti.