Stabilo has unveiled its Forward 2030 strategy at a two-day customer showcase in Milan on 19-20 October, setting out a shift from a product-first to a brand-first approach.
More than 150 customers from around the world gathered for the event, with journalists also attending. CEO Michele Molon described the change as an evolution rather than a revolution, saying Stabilo had long focused on the product itself and now intended to place the brand at the centre. The company aims to position Stabilo as a lifestyle label associated with colour, creativity and confidence.
Creative leadership and product direction
A central part of the direction is the appointment of singer-songwriter Mika as guest creative director. Stabilo said the role is an important step in strengthening its relevance across different audiences, with Mika contributing to the development of dedicated projects and products.
The strategy is intended to move attention from product functionality toward a broader brand identity that can communicate with design, fashion, beauty and lifestyle. Among the projects shown in Milan were the Stabilo Boss Jewel, a limited luxury edition developed with Swarovski and embellished with Swarovski Zirconia, and the Stabilo Boss Plush, which gives the highlighter a plush tactile finish in gentle pastel colours. Stabilo said more projects are to come.
Distribution and digital accessories
The strategy also has a commercial dimension, with the development of new distribution channels aligned to the lifestyle positioning. At the TFWA World Exhibition in Cannes at the end of September, Stabilo presented its concept for entering travel retail and opened discussions with international partners in the sector. It showed travel-themed creative kits as well as 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, bringing Stabilo's familiar comfort, function and colour into the digital world. Molon said the travel expo went exceptionally well, with strong feedback and visits from most major travel retailers. Creative kits attracted attention, he added, but digital technology captured particular interest. Three iconic colours - bold pink, green and yellow - have been applied to ergonomic, colourful tech accessories for everyday digital life.
Retailer response
Reflecting on the Milan showcase, Molon called the event very positive and highlighted encouraging feedback from retailers on the new strategy. He said retailers could see the benefits of the work and how they could join the journey.
Stabilo cited the Boss Plush as one of the new products embracing the brand-first philosophy. The travel-retail entry remains at the concept and partner-discussion stage, while the wider strategy sets a direction for product, brand and channel development.