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Swiss family-owned company Victorinox Group has announced that it has integrated the Wenger knife business.
Victorinox took over fellow Swiss knife brand Wenger eight years ago, and has since managed it as a standalone subsidiary. Victorinox has now decided to integrate Wenger’s knife business to eliminate duplication in the product range, respond to increased market demand and strengthen its competitive position internationally.
“Many consumers can hardly distinguish between the knife products from Victorinox and Wenger and the global fight for survival is getting increasingly fierce. That’s why we are joining forces and focusing on one brand: Victorinox,” explained Victorinox CEO Carl Elsener.
An assortment from the Wenger knife collection will be produced under the brand name Victorinox. Wenger’s watch and licensing business will continue, Victorinox said. The Wenger branch in the US will be merged with the existing Victorinox headquarters based in Connecticut.
With this move, Victorinox said it was looking to better utilise its distribution strength. “Competition requires clear strategic positioning, as well as the concentration of investments in products, product range and distribution. Consumers in turn expect a unique brand promise,” it said.
Commenting on the integration, Wenger CEO Peter Hug said: “We regret of course that we will no longer be producing Wenger knives in the future. The concentration of forces will allow the group to grow within the global competitive environment, to enhance the product range and to strengthen the Delémont site in the long term. So we are taking this step from a position of strength.”
