Why is Swarovski rebranding? Why did Swarovski stop selling crystals?

According to the company’s CEO Robert Buchbauer, Swarovski is “rooted in innovation and reinvention” and rebranding seeks to “meet the needs of an evolving world”.

Swarovski stopped selling crystals as the senior members of the Swarovski company have decided to restructure.

Swarovski is an Austrian company and producer of glass that creates and sells a wide range of products, including jewellery, watches, figurines, home decor, and accessories.

The Swarovski company is known for its high-quality crystal products, which are usually used in fashion, jewellery, glass sculptures, miniature, rhinestones, home decor and chandeliers. Their products are sold in more than 160 countries around the world.

The Swarovski company is split into three major industry areas. There is the Swarovski Crystal Business which produces crystal glass, jewellery and accessories; Swarovski Optik, which produces optical instruments and Tyrolit which manufactures and supplies grinding, sawing, drilling, and dressing tools.

As of today, the Swarovski Crystal Business is one of the most profitable businesses within Swarovski. It has a global reach of approximately 3,000 stores in roughly 170 countries.