Fiskars is a globally leading brand in garden hand tools, focusing on functional, easy to use tools that make the gardening experience more enjoyable. Our mission is to reinvent the user experience through uniquely functional and user-friendly solutions and to become the global number one.
For us it is critical to outperform the competition in the area of innovation and offering renewal. Hence we have increased our new product development resources, built a new test laboratory and an international network with gardening schools and construction related institutions. Our role is foremost to be the dynamic developer of innovative solutions - this is what consumers and the trade expects from us.
In America, we are the number one brand in pruners, loppers and hedge shears and our products are easy to find in the top North American retailers. Innovative product development, strong relationships with retail customers, and increased brand awareness among end users has positioned us well for continued growth in the marketplace.
In Europe we have reached our goal of developing the Fiskars brand into one of the two leading brands for garden hand tools, and now our focus is to strengthen our footprint. During the last three years we have successfully built international brand awareness through targeted marketing campaigns and consistently increased our market share. In 2012, we continued to build brand and product recognition with TV advertising campaigns focused upon Germany, France, UK and Russia. This resulted in further strengthening of our market position despite challenging market conditions.
Our new category-based business units represent centers of excellence that have their full focus on relevant product areas and enable us to leverage new opportunities and expand into adjacent categories. The consolidated EbertSankey offering is now being launched and our new ambition has already improved our market position for container gardening. Within construction tools, the new safety concept Nanovib from Leborgne is exciting and will open up European possibilities.
-Paul Tonnesen, President, Garden & SOC, Americas
-Thomas Enckell, President, Garden, EMEA