Travel gear brand Swiss Military has launched Alpine Club, a new sub-brand targeting India’s mass-premium travel gear segment, which the company estimates at around Rs 5,000 crore.
The company is targeting a 5% market share for Alpine Club and expects the sub-brand to contribute about one-third of its revenue within the next three years. Swiss Military is targeting combined annual revenue of around Rs 1,000 crore across its portfolio over the same period.
Alpine Club’s initial portfolio comprises 36 SKUs across three hard-luggage collections, priced between ₹6,500 and Rs 7,500. The company plans to add soft luggage, backpacks and travel accessories, with an initial focus on Tier-2 and Tier-3 markets including Delhi-NCR, Telangana, Gujarat, Bihar and Jharkhand.
Swiss Military has invested around ₹60 crore in manufacturing capacity and an in-house product-testing facility to support the launch. The company currently sells through around 3,000 multi-brand outlets and operates a 29-warehouse logistics network. It plans to expand its two existing exclusive brand outlets to around 30 by December 2026 and about 50 by the end of the current fiscal year.
