Swiss Military Aims for Major Expansion: 3,000 New Stores in Tier-2 & Tier-3 Cities by Year-End.

Swiss Military, the popular lifestyle and utility accessories brand, is set to aggressively expand its retail presence in 2025, with plans to add 3,000 new multi-brand outlets (MBOs) across India. This ambitious expansion will bring the brand's total MBO count to 7,000 by the end of the year.

The company's growth strategy extends beyond MBOs, as it simultaneously ramps up its presence in modern trade, launches its own exclusive brand outlets (EBOs), and intensifies its focus on e-commerce. Swiss Military aims to open 25 new EBOs in 2025, projecting a total of 130 EBOs by the close of next year.

This strategic push comes as a substantial 78% of the company's revenue currently originates from offline channels, underscoring the importance of its physical retail network.

"Quick commerce is another major area of focus — we are actively onboarding platforms like Zepto and Blinkit," stated Anuj Sawhney, Managing Director, Swiss Military.

While online and quick commerce channels currently contribute 22% of the brand's revenue, Sawhney anticipates a significant shift. "That balance is definitely set to shift, especially with rising demand in tier-2 and tier-3 towns," he added, indicating a strong belief in the growth potential of smaller cities and the increasing influence of online retail.