Switzerland is known for its practical use of the “sack knife” in everyday life, but in other countries like Asia, England, and France, it is often seen as a weapon. This discrepancy in perception has led to a decline in sales for Swiss manufacturer Victorinox. To address this issue, the company is exploring the development of pocket knives without blades while continuing to invest in products with knife blades.
However, these plans are still in the early stages, and it’s unclear when such products will be available on the market. Despite these obstacles, Victorinox remains committed to diversifying its offerings beyond pocket knives. With a range of products including household and professional knives, luggage, watches, and perfumes, the company has established alternative revenue streams.
In response to external challenges such as regulations around knives and violence in certain markets, CEO Carl Elsener has acknowledged the concerns about the knife’s blade creating a weapon image. As a result, restrictions on carrying pocket knives primarily exist in Asia, England and France. To combat this drop in sales due to regulations, Victorinox is investing in products without knife blades while continuing to develop pocket knives that meet local requirements.
Despite these challenges, Victorinox remains dedicated to providing high-quality products to customers worldwide. The Swiss Army Knife has become a global icon known for its versatility and practicality in various situations with hundreds of variants available that continue to evolve to meet users’ needs. In addition to addressing external challenges, Victorinox also focuses on internal factors like automation and rationalization to remain competitive.