Civivi has inaugurated a new series into their lineup, called Civivi Elite. As you have probably gleaned from the name, the Elite models are made from higher-end materials than pieces in the standard Civivi line. The Brova is the first Elite model and thus will function as a statement piece for the entire series.
The Elite models target a niche between Civivi and We Knife Co. – and, unless We goes for a super premium, mid-techish level, helps the We Knife Co. family hit every major price point in the production scene. Sencut provides entry level models exclusively; Civivi normally offers higher-performance knives, but ones that are still relatively wallet-friendly; and We took up the full fat premium sector with its $200+ knife designs. There was a definite gap, in other words, between the highest-end Civivi models and the place where the We Knife Co.-branded releases began – and that’s where Elite fits in.
It is a bold move. On one hand, it is less confusing to make a premium Civivi model, than it is to spit the same model between WE and Civivi. That is what they did with the Banter (WE original, Civivi Baby Banter).
The bigger issue than naming conventions is the economics. There is a “donut hole” for imported knives. Those that look at imports as a budget (sub-$100) option, and those that look at the $250+ Premium market. That in between segment underperforms.
Read the whole thing at KnifeNews.com
Civivi Creates New Elite Line to Showcase Higher-End Materials
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