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SwissGear Extends Assortment into Private Label

SwissGear
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The Brief 
A leading computer case and backpack manufacturer sought distribution through Best Buy of their SwissGear (by Wenger) branded products. Research indicated that SwissGear, a licensed sub-brand of Swiss Army, resonated strongly with the Best Buy customer base. Our brief was to create and sell a new line of SwissGear products.

The Work 
We built partnerships with multiple Best Buy merchant teams across accessory product categories. We further extended the brand into new categories ranging from camera cases to computer peripherals. Going further still, we introduced SwissGear to the Best Buy private label team, looking to also serve as an ODM supplier for the Init and Dynex brands. The combination of SwissGear and private brand usage allowed the company to position products up and down the “good, better, best” product tiers.

The Results 
We delivered on the request to “sell in” SwissGear products. We then exceeded expectations by extending the brand into new categories and supporting Best Buy’s private label business. The overall portfolio of SwissGear and private label products raised average selling prices and overall margins across multiple categories. The multi-brand strategy (SwissGear + private label) resulted in a win-win for both SwissGear and Best Buy.

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