Swiss army knife maker Victorinox targets China’s millennials and Gen Z with digital push, personalised products

a6445a9d-453e-4878-98ac-145a9007b79e_9ff2cce8

Swiss army knife maker Victorinox is targeting young Chinese consumers with an online push and customisable products, after a pivot to e-commerce helped it recover from the pandemic-induced slump.

Victorinox, which has had a presence in China for over 25 years, aims to expand its footprint by targeting millennials and generation Z, Carl Elsener, chief executive and fourth generation of his family running the firm, said in an interview.