Swiss Military, the internationally recognized lifestyle and travel gear brand, has kicked off its exclusive retail journey in India with the opening of its first standalone store in Surat, Gujarat.
This new store marks more than just another retail outlet—it’s the brand’s bold entry into Indian high streets. Designed to echo the clean, functional aesthetic Swiss Military is known for worldwide, the outlet showcases the entire spectrum of the brand’s offerings, from sleek travel essentials and smart business bags to backpacks and a vibrant collection for children.
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“This store is more than a launch—it’s a landmark for us,” said Anuj Sawhney, Managing Director at Swiss Military. “It brings our global design philosophy and practical innovation straight to Indian consumers. We’ve aimed to create a retail space that’s not just about products, but a complete lifestyle experience.”
The debut drew crowds, with more than 1,000 people stepping through its doors on the first day alone. Special opening-day offers and interactive in-store activities added to the buzz.
Swiss Military is already present in 26 countries and offers an expansive product line of over 1,900 items, ranging from travel and lifestyle accessories to electronics and compact appliances.
In India, the brand has spent years establishing a vast distribution network with over 4,000 touchpoints across cities big and small. While the metros remain strongholds, the company has also steadily pushed into smaller cities, gaining traction in states like Himachal Pradesh, Odisha, Chhattisgarh, Jharkhand, and West Bengal, alongside key markets in the North, West, and South.
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This flagship launch in Surat is just the beginning, as Swiss Military signals bigger plans for on-ground presence in India.
