The Asia-Pacific region has become the fastest-growing market for leading world crystal producer Swarovski.
Roland Moecke, senior vice president for marketing at Daniel Swarovski AG, said sales had b…
The Asia-Pacific region has become the fastest-growing market for leading world crystal producer Swarovski. Roland Moecke, senior vice president for marketing at Daniel Swarovski AG, said sales had been growing at an annual rate of 15% in the region. “Increasing sales in the Asia-Pacific region is our target as slow growth is expected in Europe and the US due to the uncertainty over the war between Iraq and the US, and the internal economic stagnation in Europe,” Moecke said. Half of the company“s USD 1.5 billion annual sales revenue came from sales of consumer goods such as giftware, jewellery, and fashion accessories, with the remainder coming from sales of crystal for use in other product brands. Moecke said that over the next two years, Swarovski plans to raise the sales contribution from the Asia-Pacific region from 20% to 25% of global sales,. To achieve this, the number of Swarovski boutiques in the 30 countries in the region will go up from the current 120 to about 200. The budget for carrying out the expansion was not revealed although Moecke did say that USD 20 million would be set aside for outlet expansion and marketing campaigns in the region this year.. Following expansion, “Thailand should have around eight outlets, up from the current five,” said Kamonwan Charoenpanon, managing director of Swarovski (Thailand). She added that outlets were planned for Pattaya“s Royal Garden Resort, Phuket, and the Siam Paragon complex.