<ARTICLE> 5 <CIK> 0000731947 <NAME> Swiss Army Brands, Inc. <MULTIPLIER> 1,000 <CURRENCY> US Dollars <PERIOD-TYPE> 12-MOS <FISCAL-YEAR-END> DEC-31-1996 <PERIOD-START> JAN-01-1996 <PERIOD-END> DEC-31-1996 <EXCHANGE-RATE> 1 <CASH> 2,067 <SECURITIES> 0 <RECEIVABLES> 34,024 <ALLOWANCES> 1,032 <INVENTORY> 29,657 <CURRENT-ASSETS> 70,933 <PP&E> 9,928 <DEPRECIATION> 5,959 <TOTAL-ASSETS> 98,643 <CURRENT-LIABILITIES> 18,786 <BONDS> 0 <PREFERRED-MANDATORY> 0 <PREFERRED> 0 <COMMON> 882 <OTHER-SE> 78,974 <TOTAL-LIABILITY-AND-EQUITY> 98,643 <SALES> 130,030 <TOTAL-REVENUES> 130,030 <CGS> 89,194 <TOTAL-COSTS> 46,241 <OTHER-EXPENSES> (2,350) <LOSS-PROVISION> (57) <INTEREST-EXPENSE> (147) <INCOME-PRETAX> (7,608) <INCOME-TAX> (2,344) <INCOME-CONTINUING> (5,265) <DISCONTINUED> 0 <EXTRAORDINARY> 0 <CHANGES> 0 <NET-INCOME> (5,265) <EPS-PRIMARY> (.64) <EPS-DILUTED> (.64)