Global lifestyle brand Swiss Military launches its first Exclusive Brand Outlet in India
- Sub Editor
- 3 days ago
- 3 min read
Swiss Military, the global lifestyle brand known for making premium products accessible across 26 countries, has launched its first-ever Exclusive Brand Outlet (EBO) in India, setting the stage for a bold new chapter in its global growth story. Strategically located in Surat, Gujarat, the launch marks a significant milestone in its vision for the Indian market, where Swiss Military has already established over 4,000 retail touchpoints across metropolitan centres and emerging cities.
Speaking on the launch, Anuj Sawhney, Managing Director, Swiss Military, said, “The launch of our first Exclusive Brand Outlet in India is a defining moment in Swiss Military’s global expansion. India stands at the centre of our vision for the future - a dynamic economy with consumers who appreciate premium quality while demanding thoughtful innovation and genuine value. We are incredibly excited to bring the signature Swiss Military retail experience to our loyal customers, offering a lifestyle destination that makes design, functionality and innovation accessible.”
The newly launched Swiss Military outlet is thoughtfully designed to reflect the brand’s global identity while catering to the preferences of the modern Indian consumer. With its sleek, international-standard layout, premium aesthetic, and immersive visual merchandising, the store offers a world-class retail experience under one roof. Shoppers can explore the brand’s complete range of premium and accessible travel gear—including its signature polycarbonate and polypropylene luggage, premium backpacks, business bags, and India’s first in category kids' trolley range.
The brand’s decision to launch its first Exclusive Brand Outlet in India in Surat stems from the city’s strategic importance within Swiss Military’s growth trajectory in the region. Surat has consistently emerged as one of the brand’s top-performing markets, driven by a rising base of aspirational, travel-savvy consumers with a strong preference for premium, high-quality lifestyle products. As a key commercial hub in Gujarat, one of the brand’s most successful territories, the city offers an ideal environment to introduce Swiss Military’s global retail format, while reinforcing its commitment to bringing world-class experiences closer to its most loyal and high-potential markets.
The store welcomed over 1,000 visitors on day one, with exclusive launch promotions and special experiences designed to introduce visitors to Swiss Military's distinctive approach to modern lifestyle essentials.
About Swiss Military
Swiss Military is a global lifestyle brand that has been championing innovation and accessibility for over four decades. Operating across 26 countries, the brand offers more than 1,900 premium products spanning Travel Gear, Electronics and Small Consumer Appliances, reflecting utility, reliability, quality, and sustainability.
In India, the brand combines Swiss precision with market-specific innovation to deliver premium products at accessible prices. Led by Chairman Mr. Ashok Sawhney and Managing Director Mr. Anuj Sawhney, the brand has built a strong retail presence with over 4,000 touchpoints across major metropolitan areas and is expanding into tier 2 and 3 cities. The brand's footprint extends across New Delhi, Maharashtra, Gujarat, Punjab, Himachal Pradesh, Uttar Pradesh, Jharkhand, Madhya Pradesh, Chhattisgarh, Odisha, West Bengal and Southern India.
Through extensive market research and consumer-centric product development, Swiss Military continues to bridge the gap between premium quality and value, making premium lifestyle products accessible to the aspiring Indian consumer.
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