Stabilo has used a two-day customer showcase in Milan to set out Forward 2030, a strategy that shifts the stationery company from a product-first approach to one built around its brand. More than 150 customers from around the world attended the 19–20 October event, where CEO Michele Molon and the Stabilo team presented the plan to customers and journalists. The gathering gave attendees a first-hand view of the changes.
Molon framed the change as an evolution rather than a revolution. He said Stabilo had always concentrated on the product itself, while the new strategy places the brand at the centre and repositions the company as a lifestyle label associated with colour, creativity and confidence. He also stressed the importance of taking customers on the journey with Stabilo.
Creative direction and product extensions
A central element is the appointment of singer-songwriter Mika as guest creative director. Molon said the role is intended to strengthen Stabilo’s relevance across different audiences, with Mika contributing to the development of dedicated projects and products.
The strategy moves attention from product functionality toward a broader brand identity capable of communicating with design, fashion, beauty and lifestyle. Two product examples shown at the showcase were Stabilo Boss Jewel, a limited luxury edition developed with Swarovski and embellished with Swarovski Zirconia, and Stabilo Boss Plush, which gives the highlighter a soft tactile finish in gentle pastel colours. Stabilo said more projects are to come.
Distribution and digital accessories
The repositioning also has a commercial dimension. Stabilo is developing new distribution channels consistent with its lifestyle positioning. At the end of September, it presented its concept for entering travel retail at the TFWA World Exhibition in Cannes and opened discussions with international partners in the sector. The presentation included travel-themed creative kits and a new range of digital accessories.
That range covers a digital stylus for writing and drawing on tablets, USB charging cables and other practical essentials. Stabilo says the products bring the comfort, function and colour it is known for into the digital world. Molon reported strong interest at the travel exhibition, saying most major travel retailers visited and feedback was very positive. Creative kits drew attention, he said, but digital technology attracted particular interest. Three iconic Stabilo colours – bold pink, green and yellow – have been applied to ergonomic, colourful tech accessories for everyday digital life.
Retailer response
Molon called the Milan showcase very positive and pointed to encouraging feedback from retailers on the new strategy. According to him, retailers can see the benefits of the brand work and how Stabilo wants them to join the journey. He described the period ahead as exciting.
The plans presented in Milan set out a direction rather than completed outcomes. Stabilo has given the brand-first approach a public shape through a creative appointment, limited editions, lifestyle products and travel-retail discussions; the commercial effect will depend on how retailers and consumers respond as the strategy is implemented.