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Swarovski UK sees sparkling first half results

20. September 2007

Austrian-based cut crystal producer Swarovski is attributing its latest sales performance to its strategic expansion into opening its own retail outlets in the UK.

Swarovski, the world leader in cut crystal has seen a sparkling first half of 2007 with an 11.5% increase on sales compared to the same period in 2006.

This success is certainly as a result of Swarovski UK Ltd’s strategic expansion programme into 36 own stores, 14 premium independents (franchise partners) and 27 concessions throughout the UK with more planned to be opened in the 2nd half of 2007.

Stores in Canterbury and Merry Hill in the Midlands opened earlier this year and have already achieved excellent sales. Four further stores will open in the second half in Braehead, Silverburn, Derby and Sollihull and a new concession will open in Selfridges.

© Swarovski

Swarovski aims to make customers feel special from the moment they enter the store 

James Shepherd, Manager of Swarovski UK Ltd says of the expansion programme, “Swarovski has taken on a very strategic expansion programme. Our objective is to be in all major shopping areas throughout the country in the right location. We are therefore happy to wait until these opportunities arise rather than take an aggressive approach to store openings. So far it has worked extremely well and the first half results really reflect this.”

Development of the product mix is also sure to increase sales over the next half with the upcoming launch of Active Crystals, a key collaboration with Philips to produce high quality, stylishly designed USB sticks and headphones. The jewellery mix has also adopted a higher focus on fashion further positioning itself as the leader in crystal jewellery.

Shepherd also attributes the company’s success with the retail experience that Swarovski offers. “We pride ourselves that we offer a complete retail service that is equable to that of a fine jewellery retailer. We endeavour to make our customers feel special from the moment they enter the store to every time they wear a piece of Swarovski.” 

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