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Mika, Swarovski and Kiko Milano: Stabilo Serves Up Trifecta of Collaborations as It Pivots Strategy

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Mika, Swarovski and Kiko Milano: Stabilo Serves Up Trifecta of Collaborations as It Pivots Strategy

Germany’s Schwan-Stabilo Group CEO Michele Molon mapped out the plan to reposition and expand the three divisions of the company in a bid to reach the one-billion-euro threshold in sales by 2030.

MILAN — There’s plenty to highlight in the new strategy of Schwan-Stabilo Group, the German company specialized in cosmetics, writing instruments and outdoor products.

Chief executive officer Michele Molon, who joined the group last year, revealed a series of collaborations poised to fuel the firm’s appeal and growth as he mapped out its new business plan aimed at reaching the one-billion-euro threshold in sales by 2030.

For the 2025-2026 fiscal year, the family-owned company generated sales of 781 million euros, up 3 percent versus the previous year. Schwan Cosmetics remained its main division, accounting for 51 percent of total revenues. The Stabilo writing instruments and the outdoor division — which includes the Deuter, Ortovox, Maier Sports and Gonso brands — accounted for 24 percent and 25 percent of total revenue, respectively.

The group’s next chapter will hinge on different pillars, including pivoting Stabilo from a brand rooted in writing instruments toward a more lifestyle-oriented identity.

“The focus has always been on the functionality of products. The goal now is to bring the brand back at the forefront and have the product be an expression of it,” said Molon, who’s currently serving also as Stabilo’s CEO at interim, in addition to leading the group.

“This is a pop brand, but pop doesn’t mean cheap or without value.



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