ANNUAL REPORT 2012

Businesses

Outdoor

Fiskars Outdoor offers a wide range of innovative, reliable and essential products for people on the move. The business area focuses on the Gerber brand globally and Buster boats in the Nordic region. Gerber provides problem-solving, life-saving gear for recreational and professional users sold through commercial and institutional channels internationally.

Progress was made on several important strategic initiatives during 2012 consistent with our objective of building a global brand platform for Gerber, including establishing a dedicated EMEA sales team. The expanded footprint with new customers in key markets in EMEA, U.S. and Canada helped Gerber to deliver solid sales in the commercial segment despite a challenging macroeconomic environment. These results were offset somewhat by softness within the institutional segment related to government spending reductions and a drawdown of active military troops.

Other key initiatives included the launch of user-centric products, programs, packaging and merchandising solutions within an “activity-based” framework, which supported expansion of the portfolio and simplification of the consumer shopping experience. The Gerber / Bear Grylls co-branded Survival Series evolved nicely over year two of the partnership with the introduction of many new products and additional placement.

The “Hello, Trouble” consumer marketing campaign was the most diverse and ambitious marketing effort in Gerber’s 73-year history. It included compelling print and digital ads, informative videos, a coast-to-coast expedition in a customized Gerber vehicle, tweets, blogs and photos along the way, and a new website to showcase the entire “Hello, Trouble” story to engage our growing social media fan base. The campaign exposed the brand to millions of new consumers around the world and positioned Gerber as more than just a knife company.

Buster boats are the most popular aluminum boats in Finland, Sweden and Norway. In 2012 Buster maintained its position as the market leader for versatile leisure boating.

”I’m encouraged by the progress made on our long term strategy – developing our assortment, expanding distribution, building the Gerber brand, and securing social engagement of Gerber fans around the world.”

-Jason Landmark, President, Outdoor, Americas

 

”In 2012, Buster further increased its market share in key export markets and sustained a clear market leader position in Finland.”

-Juha Lehtola, President, Boats

 

 


 

Visit our brand websites:

Buster
Drive Boats
Gerber