Global Keychain Multi-tools Market Competitive Analysis by Key Players

1. Victorinox Keychain Multi-tools Market Analysis

1.1 Victorinox Business Overview

In 1884, the Swiss pioneer Karl Elsener founded his cutler’s business. A few years later, he paved the way for an unparalleled company history by developing the legendary «Original Swiss Army Knife».

Victorinox produces and sells unique, high quality products worldwide which are of practical use in differing areas of life: Swiss Army Knives, Cutlery, Watches, Travel Gear and Fragrances. The Swiss Army Knife is the core product and has a pioneering role in the development of all product categories.

The head office of the company is in Ibach, Schwyz, in the heart of Switzerland.

1.2 Keychain Multi-tools Product Profiles, Application and Specification

Table Keychain Multi-tools Product Profiles, Application and Specification

Small Pocket Knives We took the original Swiss Army Knife and made it even smaller, so it’s even easier to take with you everywhere. Each one disappears easily onto a keychain or into your pocket. And each one makes a grand entrance every time you run into a problem that needs solving. Never before has something so small saved the day so often. Classic SD Classic Colors Classic Pocket Knife in Bold, Vivid Colors For more than a century, the Classic SD has been an icon of sleek functionality. And we’ve brought it bang up to date in a bold range of peppy colors like Mango Tango and Cherry Blossom that let you choose just the right tone for your personal taste. With a selection of matching accessories to complete the look, it’s the easiest lifetime commitment you’ll ever make.

1.3 Victorinox Keychain Multi-tools Market Performance

Victorinox’s key chain multi-tool production volume has grown from 3,515 thousand units in 2018 to 4,180 thousand units in 2023, demonstrating the company’s growth in meeting market demand. At the same time, the unit price increased from US$20.83/unit in 2018 to US$21.21/unit in 2023. Victorinox’s market value has also shown significant growth, from US$73.22 million in 2018 to US$88.67 million in 2023, indicating that the company’s share and influence in the key chain multi-tool market is expanding. In addition, the gross profit margin has also remained above 30%, reaching a maximum of 32.22% in 2022, which reflects the company’s solid performance in cost control and profitability.

Overall, Victorinox’s performance in the key chain multi-function tool market is positive and stable, with production volume, unit price and market value all showing growth while maintaining a high gross profit margin.

Table Victorinox Production, Price, Value, Gross Margin 2018-2023

Victorinox	2018	2019	2020	2021	2022	2023
Production (K Units)	3515	3644	3536	3802	3962	4180
Price (USD/Unit)	20.83	21.15	20.70	21.35	21.67	21.21
Value (M USD)	73.22	77.09	73.21	81.20	85.86	88.67
Gross (M USD)	22.63	24.42	22.75	25.52	27.66	27.76
Gross Margin	30.91%	31.68%	31.08%	31.43%	32.22%	31.30%

Victorinox’s market value shows a steady growth trend, from US$73.22 million in 2018 to US$88.67 million in 2023. In terms of market share, Victorinox’s market share was 28.30% in 2018, slightly decreased to 28.28% in 2019, and then reached a high of 28.35% in 2020. There were fluctuations in 2021 and 2022, at 28.32% and 28.30% respectively, and the market share dropped to 28.08% in 2023. Despite a slight decline in market share in 2023, the overall market position remains solid.

Figure Victorinox Value Market Share 2018-2023

Victorinox’s production volume generally shows a trend of fluctuating growth, from 3515 thousand units in 2018 to 4180 thousand units in 2023. It increased by 3.68% from 2018 to 2019, but there was a negative growth of -2.97% in 2020. Victorinox’s growth rate increased significantly to 7.53% in 2021, which was the highest in six years. However, the growth rate dropped to 4.19% in 2022, despite which production volumes continued to grow. By 2023, the growth rate has rebounded to 5.52%.

Figure Victorinox Production and Growth Rate 2018-2023

2. Leatherman Keychain Multi-tools Market Analysis

2.1 Leatherman Business Overview

Leatherman is dedicated to the quality craftsmanship that goes into each of the original American multi-tools. Every multi-tool and knife Leatherman makes is crafted by one of the 600 Oregonians who call Leatherman a great place to work, and Leatherman stands behind products with a no-questions-asked 25-year warranty. From the Leatherman factory in Portland, Oregon, Leatherman is committed to bringing consumers the best multipurpose products to help them solve expected and unexpected problems in everyday life.

The company’s products include Multi-tools, Apparel, Pocket Tools, Knives, Accessories, Custom Tools, Gift Guide, and Corporate Gifts.

2.2 Keychain Multi-tools Product Profiles, Application and Specification

Table Keychain Multi-tools Product Profiles, Application and Specification

ARC® TOOLS INCLUDED 01 MagnaCut Knife Blade 02 Needlenose Pliers 03 Regular Pliers 04 Large Bit Driver 05 Diamond-coated File 06 Small Bit Driver 07 Wood/Metal File 08 Pry Tool 09 Premium Replaceable Wire Cutters 10 Premium Replaceable Hard-wire Cutters 11 Impact Surface 12 Large Screwdriver 13 Bottle Opener 14 Can Opener 15 Awl 16 Spring-action Scisso FEATURES 01 Bit Kit Compatibility Add capability and extra drivers. This multi-tool is compatible with our custom-made Bit Kit. 02 All Locking Features Every feature (except the plier head) locks into place, so you can use the tools safely and effectively. 03 All Locking Outside Features Easily access every feature on this multi-tool without opening it. They also lock and unlock for extra safety. 04 Made in the USA We build and manufacture all of our tools in Portland, Oregon. 05 Removable Pocket Clip Remove this pocket clip whenever you want. EASY-TO-USE Taking advantage of our most advanced FREE® technology, ARC uses magnets so features open easily with one hand (no fingernails required), move smoothly, and lock into place with a satisfying click. PREMIUM MATERIALS The pinnacle of multi-tools, ARC® uses MagnaCut® steel—a first for multi-tools—which combines the best edge retention, blade strength, and corrosion resistance. The blade and handles use DLC coating for superior durability and corrosion resistance. BEST-IN-CLASS FEATURES ARC uses our most popular and highly-requested features including large and small bit drivers, a diamond-coated file, and premium materials with a MagnaCut blade and DLC coating.

2.3 Leatherman Keychain Multi-tools Market Performance

Leatherman key chain multi-function tool production volume increased from 603 thousand units in 2018 to 770 thousand units in 2023. The price increased year by year from $36.86/unit in 2018 to $39.71/unit in 2023. Leatherman’s market value also showed an increase, from $22.24 million in 2018 to $30.56 million in 2023, which further proves the company’s growth and expansion in the key chain multi-function tool market. The gross profit margin remained above 32%, reaching a maximum of 33.85% in 2019.

Leatherman’s gross profit margin in 2023 was 33.13%, slightly lower than 33.63% in 2022, but still showed strong profitability.

Table Leatherman Production, Price, Value, Gross Margin 2018-2023

Leatherman	2018	2019	2020	2021	2022	2023
Production (K Units)	603	635	618	687	721	770
Price (USD/Unit)	36.86	37.64	36.20	37.78	38.96	39.71
Value (M USD)	22.24	23.89	22.36	25.94	28.10	30.56
Gross (M USD)	7.26	8.09	7.38	8.37	9.45	10.13
Gross Margin	32.64%	33.85%	33.03%	32.26%	33.63%	33.13%

Leatherman’s market value has shown significant growth, from $22.24 million in 2018 to $30.56 million in 2023. Leatherman’s market share was 8.59% in 2018, rising slightly to 8.76% in 2019, but falling to 8.66% in 2020. Subsequently, the market share increased significantly to 9.05% in 2021, and further increased to 9.26% in 2022, finally reaching a high of 9.68% in 2023, reflecting Leatherman’s gradually strengthening position in the market competition.

Figure Leatherman Value Market Share 2018-2023

Leatherman’s production volume generally shows a growth trend, increasing from 603 thousand units in 2018 to 770 thousand units in 2023. The growth rate has fluctuated greatly during this period, with an increase of 5.22% from 2018 to 2019, but a negative growth of -2.72% in 2020. Leatherman’s growth rate increased significantly to 11.18% in 2021, its highest point in six years. However, the growth rate dropped to 5.04% in 2022, despite which production volumes continued to grow. By 2023, the growth rate has rebounded to 6.69%.

Figure Leatherman Production and Growth Rate 2018-2023