Zippo's Burning Ambition Lies in Retail Expansion

By: AP
By: AP

Still, Zippo Manufacturing Co. officials say increasing pressure on folks not to smoke means the company's future depends on its ability to sell something other than lighters.

That's why the company in Bradford is planning an expanded line of products from watches to cologne that it hopes to sell through kiosks and Zippo-brand specialty stores.

It hopes those will begin popping up later this year overseas and in select U.S. locations.

President and chief executive officer Gregory Booth says the company has been studying the move to other products for more than a decade.

He says marketing surveys show customers will buy Zippo products that match the lighters' rugged, durable image.

(Copyright 2011 by The Associated Press. All Rights Reserved.)

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