Surat : Swiss Military, the global lifestyle brand known for making premium products accessible across 26 countries, has launched its first-ever Exclusive Brand Outlet (EBO) in India, setting the stage for a bold new chapter in its global growth story. Strategically located in Surat, Gujarat, the launch marks a significant milestone in its vision for the Indian market, where Swiss Military has already established over 4,000 retail touchpoints across metropolitan centers and emerging cities.
Speaking on the launch, Anuj Sawhney, Managing Director, Swiss Military said, “The launch of our first Exclusive Brand Outlet in India is a defining moment in Swiss Military’s global expansion. India stands at the center of our vision for the future – a dynamic economy with consumers who appreciate premium quality while demanding thoughtful innovation and genuine value. We are incredibly excited to bring the signature Swiss Military retail experience to our loyal customers, offering a lifestyle destination that makes design, functionality and innovation accessible.”
The brand’s decision to launch its first Exclusive Brand Outlet in India in Surat stems from the city’s strategic importance within Swiss Military’s growth trajectory in the region. Surat has consistently emerged as one of the brand’s top-performing markets, driven by a rising base of aspirational, travel-savvy consumers with a strong preference for premium, high-quality lifestyle products. The store welcomed over 1,000 visitors on day one. The newly launched Swiss Military outlet is thoughtfully designed to reflect the brand’s global identity while catering to the preferences of the modern Indian consumer. Shoppers can explore the brand’s complete range of premium and accessible travel gear [RG1] —including its signature polycarbonate and polypropylene luggage, premium backpacks, business bags, and India’s first in category kids’ trolley range.
