Swiss Army was one of the most compelling and growing brands in the luggage segment, with positioning skewed to a somewhat younger demographic than Tumi, Boyt, or Hartmann.

Emphasizing Swiss Army's unique brand and product attributes was a challenge when merchandising the line within a traditional department store environment, simply displayed along side competitive products.

The solution was to conceive a merchandising system that helped carve out dedicated Swiss Army "real estate" within the department. A strong identity presentation was the focal point supported by custom designed "soft tech" fixtures and even flooring treatment, that helped to stage the product using a compelling and on-strategy approach.