Luxury writing instruments and stationery is recording only mild growth in 2021, only partially offsetting the lost values of 2020 due to reduced store visits and negligible tourism. Office workers were advised to work from home during the first half of 2021, which resulted in fewer occasions to buy such products as a gift for one’s colleague or boss.
Despite the pandemic-triggered acceleration of online sales in 2020, the distribution landscape in luxury writing instruments has not experienced any considerable shifts as such products are mostly dependent on in-store sales. Few brands offer luxury pens via their websites for Swedish consumers, with leading Montblanc and Cartier (both from Cie Financière Richemont SA) being the most notable.
Cie Financière Richemont SA preserved its leading position in luxury writing instruments and stationery in 2020, thanks to wide distribution and a wider online presence of its iconic brand Montblanc. The leading producers offer high-end collections of fountain, rollerball and dip pens as a part of their luxury portfolios which, besides writing instruments, include luxury jewellery (Montblanc, Cartier, Mulberry, Hermès, Louis Vuitton), or colouring instruments and professional art products (Caran d'Ache SA, Faber-Castell AG), which suggests that the category of luxury pens remains niche and does not present large scale opportunities.
Recovery in luxury writing instruments and stationery is expected to be slow over the forecast period. One of the reasons for this is a lack of interest in writing instruments among Swedes, which naturally limits growth prospects.
The culture of giving a branded luxury pen as a present is fading, while digital items such as electronic notepads and smart pens (which copy the text from paper to device as you write with the smart pen on paper) are gaining popularity. With a lack of digital innovations and grounding in traditions, luxury writing instruments and stationery producers and retailers are set to narrow their customer base in Sweden.
Even after the e-commerce boost during the time of the pandemic, luxury writing instruments and stationery is lagging behind other personal luxury in online penetration. In-store purchases are expected to continue slowing down, pushing luxury brands to look for their target consumer group in an online space.
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Understand the latest market trends and future growth opportunities for the Luxury Writing Instruments and Stationery industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This includes luxury writing instruments – pens and pencils – and luxury stationery. Excludes colouring, markers & highlighters and writing accessories. Pen inks and refills are also excluded from this category along with all industrial or specialist pens (such as pottery pens, etc.). Luxury stationery includes personal organisers, diaries, notebooks, address books, writing paper, envelopes and greetings cards.See All of Our Definitions
This report originates from Passport, our Luxury Writing Instruments and Stationery research and analysis database.
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