Swiss Military to plans to add 3,000 MBOs in CY25, targets tier-2, tier-3 

Anuj Sawhney, MD, Swiss Military

Lifestyle and utility accessories brand Swiss Military is ramping up its retail presence with plans to add 3,000 multi-brand outlets (MBOs) by the end of this year, taking the total to 7,000.

The company is also expanding into modern trade, launching its own exclusive brand outlets (EBOs), and placing greater emphasis on e-commerce. It plans to open 25 new EBOs in 2025 to reach 130 outlets by the end of next year. The expansion comes as 78 per cent of the company’s revenue continues to come from offline channels.

“Quick commerce is another major area of focus — we are actively onboarding platforms like Zepto and Blinkit,” said Anuj Sawhney, Managing Director, Swiss Military. Currently, 22 per cent of revenue comes from online and quick commerce channels. “That balance is definitely set to shift, especially with rising demand in tier-2 and tier-3 towns,” he added.

Sawhney noted that consumer behaviour in smaller towns is evolving quickly. “Online shopping trends are rising significantly in tier-2 and tier-3 towns. With increasing disposable incomes and aspirational lifestyles, these consumers align well with our brand ethos and Swiss legacy. That’s where our next wave of growth lies.”

Facility in NCR

To support its growth plans, the company has established a manufacturing facility in Faridabad, Delhi NCR. “The new plant has an installed capacity of around 1,00,000 luggage sets. It significantly improves our go-to-market timelines and allows us to respond faster to demand,” said Sawhney.

He added that the company was previously importing luggage and electronics from Japan and China. “While India is still two to three years behind in terms of matching global quality and speed, the progress is promising. We are combining global sourcing expertise with India’s growing manufacturing strength to reduce costs and shorten turnaround time.”

For Q4 FY25, Swiss Military reported a consolidated revenue of ₹59.14 crore. Profit after tax (PAT) for the quarter stood at ₹2.87 crore – a 21.07 per cent increase from ₹2.37 crore in the same period last year.

Published on June 8, 2025