Swarovski's Pop Luxury Plan Pays Off Again

(IDEX Online) - Swarovski delivered 6% year‑on‑year organic growth in 2025 as its turnaround and repositioning plan continued to pay dividends.

The family‑controlled Austrian company reported EUR1.97 billion ($2.26 billion) in revenue for the year, generated across its 2,300 retail boutiques worldwide.

Swarovski, best known for selling precision‑cut crystal jewelry and accessories, embarked on its "LUXignite" strategy in 2022, moving toward a "pop luxury" jewelry‑led business.

Ariana Grande, the Grammy-winning American singer, songwriter, and actress, became Swarovski's brand ambassador in 2023, and has played a key role in blending high fashion with mainstream cultural appeal.

As the company issued an update on its 2025 performance, CEO Alexis Nasard said: "Our consistent progress continued in 2025 despite a challenging environment, as we delivered broad‑based top‑line growth, strengthened profitability, and improved cash generation, while reaching new heights of brand desirability and anchoring the Swarovski brand as a cultural icon in the pop‑luxury space. The execution of the LUXignite strategy is delivering as intended."

Swarovski saw year‑on‑year growth in all regions and sales channels, notably in North America (+10%) and among the company's own directly operated stores.
EBITDA rose 12% compared with the prior year, supported by strong cash generation.

As a privately held company, Swarovski is not obliged to publish detailed financial accounts.

In November, the company announced plans to cut around 400 jobs at its headquarters in Austria and to reduce pay and working hours for the remaining 2,100 staff.

Pic shows the Ariana Grande x Swarovski Capsule Collection.