Swarovski is aiming high. Markus Langes-Swarovski, member of the board of directors of the Austrian group and spokesperson for the group, explained in Paris that he wants to raise the positioning of the brand that creates and sells jewelry, but at the same time supplies crystals for many brands. Swarovski instead aims to be increasingly perceived as a jewelry manufacturer. It is no coincidence that the company has launched a new brand and retail concept called Cadenza. In these shops you can find fashion jewelry signed by brands such as Jean Paul Gaultier, Mawi London and Atelier Swarovski by Christopher Kane. Now Swarovski has decided to expand the chain of stores: within two years, 150 stores will be opened with the Cadenza brand. These stores will join the 2,350 Swarovski points of sale around the world (there are already Cadenza stores in Vienna, Innsbruck, Frankfurt, London, Shanghai and Beijing).
