Stabilo has introduced a Forward 2030 strategy that moves the company from a product-first approach to a brand-first one, outlined to more than 150 customers from around the world at a two-day showcase in Milan on 19–20 October.
CEO Michele Molon presented the plan with the Stabilo team, describing it as an evolution rather than a revolution. He said the company had always concentrated on the product itself, while the new direction places the brand at the centre and repositions Stabilo as a lifestyle label associated with colour, creativity and confidence. Customers and journalists attending the showcase were shown what that evolution is intended to look like in practice.
A central element is the appointment of singer-songwriter Mika as guest creative director. Molon said the appointment was an important step in strengthening Stabilo’s relevance across different audiences, with Mika contributing to the development of dedicated projects and products. The company said the strategy aims to move attention from product functionality towards a broader brand identity capable of communicating with design, fashion, beauty and lifestyle.
Two product projects presented in Milan illustrate the approach. The Stabilo Boss Jewel is a limited luxury edition of the highlighter developed with Swarovski and embellished with Swarovski Zirconia. The Stabilo Boss Plush gives the iconic product a plush tactile finish in gentle pastel colours. Stabilo indicated that further projects are to come.
The transformation also has a commercial dimension. Stabilo is developing new distribution channels consistent with its lifestyle positioning. At the end of September, it presented its travel-retail entry concept at the TFWA World Exhibition in Cannes and opened discussions with international partners in the sector. Alongside travel-themed creative kits, it showed a new range of digital accessories.
That range includes a digital stylus for writing and drawing on tablets, USB charging cables and other practical essentials. Stabilo said the products bring the comfort, function and colour for which it is known into the digital world. Molon said the travel exhibition went exceptionally well and was visited by most of the major travel retailers. Creative kits attracted attention, he added, but digital technology captured particular interest. Stabilo has applied three of its iconic colours — bold pink, green and yellow — to ergonomic, colourful tech accessories for everyday digital life.
Reflecting on the Milan showcase, Molon called it very positive and pointed to encouraging feedback from retailers on the new strategy. He said retailers could see the benefits of the work and how Stabilo wants them to join the journey. The company framed the next stage as an exciting period ahead.