What percent of Victorinox's sales are in the U.S.?

mnblade

mnblade

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Feb 7, 2000
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According to CEO Carl Elsener Jr. in this video, U.S. sales make up just 13% of the company's total sales. I would have guessed higher.

 
13%? I didn't think their U.S. sales accounted for more than half, but 13% is still a significant number for sales in a single country. (Honestly, I was thinking maybe 10% for U.S. sales. Ither way, well over a couple million "Swiss Army" knives, plus kitchen cutlery a year.)
I wonder if any country has higher sales, or if it is the combined total of the other 106 (+/-) countries that make up the other 87%?
 
afishhunter said:
13%? I didn't think their U.S. sales accounted for more than half, but 13% is still a significant number for sales in a single country. (Honestly, I was thinking maybe 10% for U.S. sales. Ither way, well over a couple million "Swiss Army" knives, plus kitchen cutlery a year.)
I wonder if any country has higher sales, or if it is the combined total of the other 106 (+/-) countries that make up the other 87%?
Click to expand...

I know I've stated it before, but it's my understanding that Victortinox is the largest overall pocket knife company, and so I'm not sure how I view that 13% figure. On one hand, it doesn't surprise me given that Victorinox caters heavily to their European customers*, but I mean...you see SAKs for sale everywhere in the US. All of the big American online retailers sell them. And speaking of brick and mortar, sporting goods stores, "outdoor adventure" shops, big box stores, hell even Target (who rapidly got rid of their sporting goods sections in the past few years) stopped selling knives for the most part, but even still you can still buy a couple different models of SAKs. To find out that alllllll of that is only 13% of their overall revenue stream, it's pretty wild, admittedly.


* Many of whom carry and sell many, many SAKs due to egregious knife laws against locks, blade lengths, one-handed-opening, and features of that nature
 
mnblade said:
afishhunter afishhunter A single country, sure. But one that's at least as large (larger?) than Europe. Most countries over here are smaller than Texas.
Click to expand...
don't forget Russia, Asia, Africa (includes the "Middle East"), Australia, South America, Central America, Iceland, Greenland, and Canada.
Victorinox sells knives on six of the seven continents. (I don't think they sell any in Antarctica.), and most - if not all - of the independent populated islands (Med. Bahamas, Cuba, and Caribbean, and all them north of Australia.

(umm ... most US states are smaller than Texas, too. OH!!! and at least one state (Delaware) is smaller than San Bernardino County, CA.🤯 😇👍)
 
In the recent tariff rticles Carl Elsener Jr stated America is their most important market. So does their most important market account for only 13% total company sales?
 
We should also consider that their market has been shrinking in recent years. Europe is now very anti knife, while the US has seen the rise of more modern tool platforms like Leatherman, Gerber and others as an alternative approach. Also, travel with a knife has been heavily impacted; before 2000 it was common to see Victorinox widely sold within the secured areas at most major airports. I recall buying an Explorer and Champ while at Heathrow, simply to get rid of a few extra Euros (currency) before boarding my flight home. Back then it was considered a common travelers tool, but that is no longer the case.

N2s
 
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