Victorinox's Unexpected Entry Into The Fragrance Industry

Victorinox, the manufacturer of the famous Swiss Army Knives, entered the fragrance industry in 2005 when it acquired its main competitor, Wenger S.A. Wenger S.A. had its own fragrance label, which Victorinox took on. The company released its first men's fragrance, Swiss Army, in 1997, and its first women's scent, Swiss Army for Her, in 2002.

Victorinox acquired Wenger S.A. in 2005, which included its fragrance label

Victorinox, the manufacturer of the famous Swiss Army Knives, acquired its main competitor, Wenger S.A., in 2005. Prior to this acquisition, Victorinox offered five product categories: Swiss Army Knives, cutlery, timepieces (watches), luggage and fashion. All categories were an expression of the values behind the legendary Swiss Army Knife and thus associated with typical Swiss values like quality, innovation, reliability, functionality and iconic design. The acquisition also included Wenger's watches, luggage and its fragrance label.

The company released its first men's fragrance, Swiss Army, in 1997, and its first women's scent, Swiss Army for Her, in 2002. As of 2014, the company offers 12 men's and women's fragrances. During the late 1980s, the company had also introduced timepieces to its offerings. In 1999, it partnered with the U.S.-based company TRG Group in St. Louis to manufacture luggage and travel gear items.

Victorinox's first men's fragrance, Swiss Army, was released in 1997

Victorinox, the manufacturer of the famous Swiss Army Knives, entered the fragrance industry in 2005 when it acquired its main competitor, Wenger S.A. Wenger S.A. had its own fragrance label, which Victorinox took on.

In 1997, Victorinox released its first men's fragrance, Swiss Army. The company's first women's scent, Swiss Army for Her, followed in 2002. As of 2014, Victorinox offers 12 men's and women's fragrances.

The fragrance label was a natural progression for the company, which already offered five product categories: Swiss Army Knives, cutlery, timepieces (watches), luggage and fashion. All categories were an expression of the values behind the legendary Swiss Army Knife and thus associated with typical Swiss values like quality, innovation, reliability, functionality and iconic design.

The company's first fragrance was an extension of its existing brand and a way to transfer its attributes to another product category.

The company's first women's scent, Swiss Army for Her, was released in 2002

Victorinox, the manufacturer of the famous Swiss Army Knives, entered the fragrance industry in 2005 when it acquired its main competitor, Wenger S.A. Wenger S.A. was a fragrance label, and the acquisition also included Wenger's watches and luggage.

The company's fragrances are an extension of the values behind the legendary Swiss Army Knife, and thus associated with typical Swiss values like quality, innovation, reliability, functionality and iconic design.

Victorinox has a large number of shop-in-shop retail locations

Victorinox, the manufacturer of the famous Swiss Army Knives, acquired its main competitor, Wenger S.A., in 2005. This acquisition included Wenger's watches, luggage, and its fragrance label. Victorinox has a large number of shop-in-shop retail locations. Prior to the acquisition, Victorinox offered five product categories: Swiss Army Knives, cutlery, timepieces (watches), luggage, and fashion. All categories were an expression of the values behind the legendary Swiss Army Knife and were thus associated with typical Swiss values like quality, innovation, reliability, functionality, and iconic design.

The company released its first men's fragrance, Swiss Army, in 1997, and its first women's scent, Swiss Army for Her, in 2002. As of 2014, Victorinox offers 12 men's and women's fragrances. During the late 1980s, the company had also introduced timepieces to its offerings. In 1999, it partnered with the U.S.-based company TRG Group in St. Louis to manufacture luggage and travel gear items.

Victorinox has no prior experience in the fragrance industry

Victorinox, the manufacturer of the famous Swiss Army Knives, had no prior experience in the fragrance industry before it acquired its main competitor, Wenger S.A., in 2005. Wenger S.A. had its own fragrance label, which Victorinox took on as part of the acquisition.

Prior to the acquisition, Victorinox offered five product categories: Swiss Army Knives, cutlery, timepieces (watches), luggage and fashion. All categories were an expression of the values behind the Swiss Army Knife and were associated with typical Swiss values like quality, innovation, reliability, functionality and iconic design.

The company released its first men's fragrance, Swiss Army, in 1997, and its first women's scent, Swiss Army for Her, in 2002. As of 2014, the company offers 12 men's and women's fragrances.

The head of marketing at Victorinox was asked to present a plan to the CEO about how best to deal with the newly acquired fragrance business unit.

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