Global lifestyle brand Swiss Military has officially opened its first Exclusive Brand Outlet (EBO) in Surat, Gujarat, marking a significant milestone in its retail expansion within India. The new store showcases the brand’s core identity—premium quality, innovation, and functional design—through an extensive range of lifestyle and travel products.
| What | Details | Why it matters |
|---|---|---|
| Opening date | 3 June 2025 | Marks the brand’s formal entry with a mono-brand store after operating via 4,000+ multi-brand touch-points. (in.fashionnetwork.com) |
| Location | G-26, Roongta Estella Building, near Anuvrat Dwar, U.M Road, Citylight, Surat, Gujarat | Surat is one of Swiss Military’s top-performing markets for travel gear. (instagram.com, in.fashionnetwork.com) |
| Store concept | Sleek, international-standard layout with immersive visual merchandising that mirrors the brand’s global identity. (passionateinmarketing.com) | |
| Hero categories | • Polycarbonate & polypropylene trolley luggage • Premium laptop & outdoor backpacks • Business & messenger bags • India’s first kids’ trolley range | Brings the entire “affordable-luxury” portfolio—roughly 1,900 SKUs—under one roof. (passionateinmarketing.com, swissmilitaryindia.com) |
| Launch traction | 1,000+ walk-ins on day-one, driven by exclusive promotions. (passionateinmarketing.com) | |
| Expansion roadmap | 130 EBOs planned by FY 26, starting with 10 more stores across Gujarat; parallel push into South India and CSD/CPC formats. (retail.economictimes.indiatimes.com) | |
| ‘Make in India’ backing | New Faridabad plant (Jan 2025) can produce 100,000 luggage sets/yr, cutting lead times and supporting local supply. (retail.economictimes.indiatimes.com) |
Why Surat, and why now?
- Consumer profile: Rising disposable incomes and a travel-savvy, aspirational middle class make Surat a high-conversion market for premium-yet-value propositions. (in.fashionnetwork.com)
- Strategic timing: With India forecast to become the world’s third-largest travel market by 2030, establishing a flagship ahead of the travel season helps Swiss Military capture brand loyalty early.
What shoppers will notice inside the store
- “Black Gold” Signature Luggage Wall – matte-black hard-tops with champagne-gold accents, the brand’s global best-seller.
- Smart Travel Corner – modular overnight bags that clip onto trolleys; 50,000 mAh laptop-safe power banks built into carry-ons.
- Eco-Swiss Range – suitcases moulded from recycled composite waste, offered at no price premium to mainstream lines. (retail.economictimes.indiatimes.com)
- Kids’ Zone – lightweight, cartoon-themed spinner trolleys with front-opening compartments sized for snacks and storybooks.
What it means for Indian consumers
- One-stop access to the entire Swiss Military ecosystem (travel gear, small appliances, electronics, even grooming kits) without hunting across different retailers.
- Price transparency: in-store tags match the brand’s D2C site, reinforcing its “affordable luxury” positioning.
- Lifetime service desk for repairs, part swaps and personalization, supported by the new Faridabad facility.
Looking ahead
If the first outlet hits its ₹1 crore quarterly target (management’s internal benchmark), the next wave of Gujarat stores will open as early as October 2025, followed by metro flagships in Bengaluru and Delhi by mid-2026. Swiss Military also plans an IPO on the NSE once the 130-store milestone is met. (retail.economictimes.indiatimes.com)
Tip for travellers: During the inaugural month the Surat EBO is giving a complimentary hard-case toiletry kit (MRP ₹1,290) on luggage purchases above ₹7,500—worth checking out if you’re upgrading your travel gear.
