There often comes a time when family-owned companies with big ambitions need to relinquish control and hire an outside professional to lead the business into the future. For Swarovski, which is celebrating its 130-year anniversary, the time came later than most.
In 2022, the Swarovski family brought in Alexis Nasard as CEO of the Swarovski Crystal Business, the first non-family member to take the reins. His mission as he sees it is to bring clarity and build brand desirability through structured product categories, promote the value of color and glamour, and reimagine the customer experience.
It's a big job for the vertically integrated company that designs, manufactures and sells crystal, Swarovski Created Diamonds and zirconia. The Austrian company is best known as a jeweler and a creator of art and design objects. But its crystals are used for home décor products, architectural installations and more recently to add sparkle to the interior of luxury automobiles. In total, the Swarovski Crystal Business has a global reach of approximately 6,600 points of sale, of which 2,300 are owned stores in more than 150 countries. The company employs about 16,600 persons.
Swarovski, as a privately held company, doesn't have to provide financial reports. However, it does publish an annual report with some details. In 2023, The company posted year-on-year growth of 4% to €1.8 million ($1.67 million) with a 10% like-for-like growth at constant currency rates for store and owned online sales.
In an interview in the Hotel Sacher in Vienna hours before the Vienna Opera Ball, Nasard teased that the 2024 report, to be released in mid-March, will reveal robust growth.
"We're going to talk about evolution in margin. We're going to talk about like-for-like sales. We're going to talk about the brand. We'll mention all these things and geographies, but I can tell you that we've had a strong year in 2024."
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