Despite a fast-changing world, Bic’s design principles keep it on the ball
It’s highly likely that there are several Bic pens in your house – and you almost certainly will have no idea how they got there. Perhaps you bought a box of them years ago or swiped a handful from the stationery cupboard at work. Or maybe you found them at the bottom of a tote bag that you were handed at some conference or other. It’s also possible that you possess – again by means that you no longer recall – a Bic lighter and even a few Bic razors.
The French company, founded in 1944, is a paradox. It has sold billions of its products yet no one remembers buying them. Bic biros in particular have become a sort of collective possession. Most people wouldn’t think twice about picking up one of someone else’s; few would much care if theirs was swiped.
“One of the cool things about representing this brand is that I am with our consumers all day long,” says Gonzalve Bich, Bic’s 46-year-old CEO. “People will get up in the morning and shave with our razor. And then they will use our pen at work. Maybe when they get back home, they’ll light a scented candle with our lighter.”
In some respects, it’s surprising that Bic has survived, let alone prospered. Developments in technology, fashion and society over the past couple of decades almost resemble a conspiracy to destroy the company: keyboards supplanting pens; beards coming back in style, slicing razor sales; the number of smokers falling, reducing demand for lighters. But the company has weathered evolving habits through its strategy of fiercely protecting the brand while selectively expanding its offering.
Bic was founded in 1944 by Marcel Bich, Gonzalve’s Italian-French grandfather, who bought the patent for the ballpoint pen from a Hungarian inventor called László Bíró. (The fact that both of their names have become synonymous with that invention attests to their success.) Marcel was the beau ideal of the eccentric European aristocrat: an heir to an obscure baronetcy who collected art, ordered his shoes from Church’s in Northampton and enjoyed 12-metre yacht racing, underwriting several unsuccessful attempts to win the America’s Cup.
As Bich tells it, his grandfather refused to accept that cheap, everyday products couldn’t be stylish. “He was obsessed with design, form and function,” says the CEO. “He was very much of the philosophy that perfection is when you can’t take anything more away, rather than asking, ‘How much can we add?’ We still stand for that idea. The original Bic Cristal pen remains one of our bestsellers 80 years later.”
But how does Bich trust his instincts to keep Bic rolling on? Should you design and build your manufacturing kit in-house? And, why is the brand’s Frenchness crucial? Read the feature in full here, or pick up a copy of The Entrepreneurs now. Andrew Mueller is Monocle’s contributing editor. For more opinion, analysis and insight, subscribe to Monocle today.
