Victorinox plans to open a 550-square-meter flagship store next February on the Königsallee of Düsseldorf, along with a 330-m² showroom, to showcase the increasingly diversified range of its products. Four other smaller boutiques should also be opened next year in Europe, the U.S. and Asia, adding to the company’s two flagships in London and Geneva and other smaller stores in Paris, New York and Tokyo. It would then follow with about 10 new store openings per year. The parent company of Swiss Army Knives strengthened its diversification drive after the Sept. 11 attacks led airport authorities to ban knives from carry-on luggage in airplanes, which led to a 30 percent drop in its sales of knives. They now represent about 40 percent of Victorinox’ sales. The balance consists mainly of other hardgoods such as bags, backpacks and watches, but the company is strongly developing its line of outdoor clothing and technical garments, which now has a 5 percent share of sales.
