Luxury Writing Instruments and Stationery in the Netherlands

PROSPECTS

Smaller consumer base but a focus on collector’s items

Sales of luxury writing instruments are expected to continue being influenced by the general digitalisation trend over the forecast period. Manufacturers are expected to pour efforts into promoting products as special collector’s items and to build interest among consumers through advertising and promotion for new introductions.

Special editions use nostalgia as the trigger

To fuel interest in luxury writing instruments, manufacturers will continue to promote the release of special editions or extensions with limited leverage. New introductions in 2018, including Montblanc with themes such as The Beatles or others intended to mark special occasions, proved successful in creating interest among consumers, with manufacturers likely to introduce more frequent launches.

Sustainable and green products

As is occurring within other personal accessories, the Dutch consumer is increasingly concerned about the environmental impact of materials such as chemical inks and plastic. Luxury writing instruments is set to address this issue during the forecast period, with manufacturers putting greater focus on information about and replacement of materials, ensuring their commitment to pursuing more sustainable production and distribution.

COMPETITIVE LANDSCAPE

Montblanc builds interest through special editions

Montblanc is a leading manufacturer in luxury writing instruments, combining the promotion of classic products and the release of special editions. Its limited edition series is expanding and receives a positive response as the brand is able to build curiosity among new consumers such as the younger audience.

Nakaya fountain pens praised for Japanese tradition

While international and long-established heritage brands dominate luxury writing instruments, specialist retailers are also pouring promotion into smaller niche and lesser-known products. Offering hand-made products, Nakaya Fountain Pen Co Ltd is one of the oldest fountain pen manufacturers from Japan.

Moleskine is synonymous with quality and design in stationery products

Moleskine is one of the most preferred brands of stationery with solid distribution networks in stationers and department stores. The brand is present with more than 150 different stationery items including notebooks, agendas and blocks, and is valued for its quality and design and its long-established presence in the Netherlands.

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