Swarovski to upgrade positioning and focus on high-end jewelry stores

In an interview to French media, Markus Langes Swarovski, Member of the Board and Spokesman of Austrian based crystal manufacturer Swarovski has spoken about his company’s ambition to upgrade its positioning and brand awareness through being perceived as a jewelry manufacturer. Since last year, Swarovski launched CADENZA a new store concept, with high-jewelry pieces created by several fashion houses such as Jean Paul Gaultier, Valentino, Christopher Kane etc.

Swarovski aims to expand the retail network of the Cadenzza concept, to 150 stores by 2015, adding to the existing 2,350 sales points worldwide. Currently, Swarovski operates Cadenza concept stores in Vienna, London and Beijing. As for product development, the spokesperson re-iterated the focus on supplying fashion houses, an already solid relationship but also the possibility of launching in the near future jewelry made of synthetic diamonds.

In 2012, Swarovski registered a turnover of 3,1 billion euros, however, for 2013 the company remains cautious, being content if the same level of performance is maintained. As for a possible IPO, the spokesperson insisted the Swarovski family wishes to retain its independence.

Cadenza Swarovski store, London