Snigel is opening its own web shop for private individuals in selected European markets. The initiative complements the company's existing reseller network while also giving Snigel closer contact with end users.
Snigel has spent over 35 years developing personal equipment for military, police and other professional users. These customer groups remain the core of the business, but with the new e-commerce venture, the company is opening a direct sales channel to private individuals as well.
Access to Snigel's products has so far varied between different European markets. In Sweden and certain other countries there are established resellers, while availability is more limited elsewhere. The web shop is intended to make a selection of the range directly available to more users, regardless of local reseller presence.
"We are seeing growing interest from end users who want to buy directly from us and who often have high demands for their equipment. Through the new web shop, we are making our products more accessible to more people, while also getting closer to users and gaining an even better understanding of their needs. The new e-commerce channel will also become an important sales channel that will contribute to our continued growth," says Malin Hlawatsch, CEO of Snigel.
At launch, the range includes backpacks, vests, body armour and tactical clothing, among other items. According to Snigel, the range will be developed gradually based on demand. The company's own channel also gives it the opportunity to provide more information about the products' functions and applications, as well as how different parts of the equipment can be combined.
As part of the launch, Snigel is also releasing a Plate Carrier in a limited edition. The modular vest is designed for armour plates and other personal equipment and is offered in three sizes. The model consists of a front and back panel, shoulder protection and two types of side panels. Armour plates are not included.
"This Limited Edition product is also an example of how our own web shop can be used to more quickly offer selected products directly to users. The web shop gives us the opportunity to test demand and get direct feedback from users," says Malin Hlawatsch.
Direct contact with customers thus becomes part of the initiative alongside the sales themselves. By launching selected products through its own channel, Snigel can track demand and gather feedback without changing the role of the company's existing professional customers and reseller network.
The web shop opened on 25 August at snigel.shop. Shortly after the launch, Snigel stated on LinkedIn that the first orders had already come in, with Malin Hlawatsch on site in the warehouse to pick some of the first orders herself.