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SWISS ARMY KNIFE SEGMENTATION
TM

We know navigating different product categories can be confusing. Which is why
we’ve simplified our Swiss Army Knife portfolio segmentation – so our consumers
TM
will be able to find exactly the right knife.

Our consumer-focused structure divides knives into four categories, or segments,
depending on where and how they’ll be used: Everyday, Outdoor & Sports,
Trades & Crafts, and Accessories. Within each category, you’ll find subsegments
that focus on a specific use.

The Everyday segment includes products that make daily life easier, whether that’s
commuting to work, preparing food or enjoying family time. These are then subdivided
into Essentials, Personal Care, and Food and Drink. They feature functions like a
simple blade, nail file, USB stick, bottle opener, cheese blade and corkscrew.

The Outdoor & Sports segment is divided into Outdoor and Sports. These are knives
for activities such as hiking, camping, wood carving with kids, hunting and sailing.
Here you’ll find specific functions like a wood saw, gutting blade and marlin spike.

EVERYDAY OUTDOOR & SPORTS

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