Five Questions With: Magnus Jonsson

Magnus Jonsson is chief marketing officer for A.T. Cross Co. in Lincoln, which recently launched a Star Wars pen line.
Magnus Jonsson is chief marketing officer for A.T. Cross Co. in Lincoln, which recently launched a Star Wars pen line.

Magnus Jonsson, chief marketing officer for A.T. Cross Co. in Lincoln, discusses the venerable company’s recent announcement that it will distribute Sheaffer pens in the global corporate gift sector. A.T. Cross, known for fine writing instruments, also recently launched a Star Wars pen line. Jonsson talks about Cross’ plans going forward.

PBN: Why was A.T. Cross interested in acquiring Sheaffer and what will the distribution of business gifts mean for Cross – will it significantly boost sales?
JONSSON:
The acquisition of Sheaffer allows Cross to further extend its brand and products’ relevance to consumers, while leveraging the core competency and existing infrastructure of the company. Like Cross, Sheaffer is an iconic American heritage brand with a rich history and long legacy. Sheaffer complements Cross in terms of its geographical strength in South/Central America and Asia, where Cross is currently underdeveloped. Sheaffer also features a strong product portfolio at lower costs, which will be critical while we revive the luxury image of Cross.
PBN: What is the market like for high-end pens like Cross?
JONSSON:
The fine writing category is a highly competitive market, with many strong regional brands but very few established global brands. Emerging markets, like Brazil, Russia, India and China, are experiencing category growth tied to their improved educational systems and newly established wealth. Developed markets, like the U.S. and [European Union] are experiencing segment growth in the luxury segment, where pens serve as an accessory, and in the emerging digital pen segment, where styluses draft off the ever-growing tablet and smartphone market. The pen segment that is experiencing decline is the disposable pen market.
PBN: What is the advantage of using a Cross pen instead of a disposable pen?
JONSSON:
Cross has always been more than a pen. Cross is a symbol of achievement and potential, often gifted to celebrate significant accomplishments in life. The brand was originally a jewelry brand, converted in 1846 by Richard Cross, to a fine writing instrument brand when gold discovered in California allowed him to craft bigger luxury objects. Still today, consumers often think of their precious metal Cross pen as a piece of jewelry – one that serves a functional purpose and is meant to be used. Hence, all Cross Writing Instruments need to pass 112 rigorous checkpoints, and are backed by a lifetime guarantee. Unlike disposable pens, Cross pens have an emotional connection to consumers.
PBN: How has the Star Wars line been received? Any plans for any other specialty pens?
JONSSON:
Cross Star Wars has been a very successful addition to our product portfolio. It has allowed us to tap into the passion and imagination of both young and mature Star Wars fans. We focused our Cross collection on three iconic, original characters: Storm Trooper, C3PO and Darth Vader and expressed their DNA across our Townsend Collection, Click Collection and our Cross JotZone Journals. The Limited Edition Townsend Collection features 1,977 units of each character, paying tribute to the year of the original movie release. The launch has been so successful that we have accelerated the launch of our next specialty pen collection, now launching in spring 2016.
PBN: Do you have plans to expand the brand beyond the traditional writing instruments and journals? Where do you see A.T. Cross in five years?
JONSSON:
A.T. Cross was acquired by Clarion Capital in September 2013 based on the strong belief that the brand can be revived and brought back to its rightful luxury positioning. Our first step requires us to strengthen our core, and support consumers who are in pursuit of greatness and reliant on a writing instrument for their craft. Already today, Cross sells other business accessory products including fine leather, time pieces and readers. These categories will grow in importance as we successfully revive our core business over the next five years.

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