Luxury Writing Instruments and Stationery in Sweden

PROSPECTS

Growth hampered by lack of interest in writing instruments among Swedes

Luxury writing instruments and stationery remains something of a niche in Sweden, not least because of a lack of interest in writing instruments among the general population, which naturally limits growth prospects. Swedes in general have little interest in fountain and roller ball pens, which account for the majority of sales in luxury writing instruments and stationery.

Limited distribution remains an issue for sales of luxury writing instruments and stationery

Luxury writing instruments and stationery have traditionally been sold in specialised stores, although there are a limited number of these stores in Sweden, and both specialist outlets and book stores have lost notable sales to internet retailers for a number of years. Incorporating luxury writing instruments and stationery in major online store inventories is seen as a good way to boost sales.

Calligraphy a positive factor for luxury writing instruments

There is increasing interest in calligraphy in Sweden, which is, in turn, having an impact on luxury writing instruments and stationery as consumers seek higher-quality calligraphy pens and materials. This has been helping to boost sales in recent years and could continue to provide a possibility for future growth.

COMPETITIVE LANDSCAPE

Richemont the leading player and Montblanc the number one brand

Montblanc is the major brand in luxury writing instruments and stationery, with owner Richemont accounting for almost half of retail value sales when the Cartier brand’s share is also factored in. Montblanc is the best-known brand when it comes to luxury writing instruments in Sweden, valued by local consumers for its high-quality craftsmanship.

Mid-priced and premium brands a stepping stone to luxury products

Affordable mid-priced and premium brands, for example Parker or Lamy, can often function as an entry point to writing instruments. Although these products are recording growth, they are not necessarily seen as direct competitors to luxury brands, rather as a starting point to becoming more interested in the products.

Computers and technology may have a limited effect on luxury writing instruments

The rise of consumer electronics has led to a decline in the use of writing instruments. With younger generations being brought up with computers rather than writing instruments, and with computers increasingly being used in Swedish schools, interest in writing instruments could wane.

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