Popular Swiss Knife Maker Diversifying Product Line

What does a knife manufacturer whose brand is known worldwide do when times get tough? It diversifies.

logo_victorinoxVictorinox, the 125 year old Swiss knife maker, is now offering watches, shirts and perfume to bolster profits.

This old cutlery firm is the maker of the original Swiss Army Knife, first issued to the Swiss military in 1897.

In an recent interview with Reuters News Service, Victorinox Chief Executive, Carl Elsner said the new product line is breathing new life into the brand.

Two recent episodes- 9.11.2001 and the current credit crunch caused the firm to look outside cutlery for revenue by capitalizing on it brand’s recognition.

The firm posted a net profit of $436 million in 2008 evidencing its recovery from the decline in its knife sales resulting from the war of terror, and then came the current “credit crunch.” Mr. Elsener said in his interview this year has been the hardest year in the history of Victorinox.

safflash-2This old firm hasn’t rested on its laurels though. If you are a Swiss army knife fan undoubtedly you have noticed their recent innovations. Here’s my favorite-

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