Boutiques actually receive new writing instruments and information earlier than the free specialist trade, which sometimes leads to models like the Scenium being already sold in boutiques while specialist dealers are not yet informed. The background is the strategic reorientation of Montblanc/Vendome-Richemont as a lifestyle brand; the largest turnover is meanwhile generated with leather goods, cufflinks, sunglasses and accessories — areas that a classic writing-instrument dealer can hardly serve. From a purely economic view, the favouring of the boutiques is logical but unsatisfying for brand-loyal customers in rural regions. Brand expansion does increase visibility (Douglas, department stores) but carries the risk of diluting the brand core 'writing'. Boutiques sometimes coin small customer gifts (leather cases, cufflink storage) as exclusive bonding tools.