Swarovski recently signalled a new direction in its global retail and product strategy with the launch of its first integrated themed collection in August 2004. The "Out of Africa" range covers jewellery, interiors and figurines. Two annual collections will focus on a different trend and will be available from all UK Swarovski stores. UK retail prices in the 50-piece jewellery collection range from £38 to £237. At the same time, the firm is expanding its retail presence in the UK, where there are 21 stores and 27 concessions, with another 7 stores, opening by the end of 2004. Four more are due to open in 2005. The UK is the fastest growing market for the brand in Europe. The end of 2004 will see further strategic changes, as yet unconfirmed.
