The unstable financial climate, combined with cuts in government spending, reduced consumer confidence in Europe, and tight inventory management was still a priority for retailers. The sentiment in Northern Europe was more stable than in Southern Europe, where market conditions were especially challenging. The economic climate weakened during the year, impacting retailers and consumers in many markets. In many European countries garden-related retail suffered additionally due to unusually bad, rainy weather.
Fiskars’ net sales in EMEA decreased 3% due to the divestment of Silva in July 2011 and a decrease in snow tool and boat sales.
Net sales in the Home business grew, supported by successful launches and increased distribution in the Living category. Sales in the Garden business were below the previous year, when demand for snow tools was exceptionally strong. Fiskars continued to gain market share in other categories in Central Europe, despite rainy weather conditions in the selling season. Sales of Outdoor products reached 2011 levels in spite of the divestment of the Silva in 2011, as the investments in Gerber’s international expansion delivered strong growth in sales. The Boat business was affected by the economic uncertainty, but Buster maintained its market leadership.
Net sales in the EMEA region
Of consolidated net sales