New ideas and products for home
Fiskars Home's ambition is to become a leading consumer company for Scandinavian design. As a Nordic region's market leader in its field Fiskars Home hosts number of prestigious brands, Fiskars Home offers a wide range of consumer products for kitchen, table, and the home. In the Americas, our business is currently focused on products for school, office, and craft.
Fiskars and Iittala are the key brands, which we believe have the greatest potential to grow internationally. Going forward, the focus for Fiskars Home is shifting towards new market openings in Central Europe and Asia while continuing to consolidate its position in the Nordic region and in the craft business in the Americas.
Delivering the total Iittala experience to new consumers
Iittala is about timeless Scandinavian design, both in tableware and in interior items. That's why our designers and craftsmen create objects that are designed to be forever useful and adaptable to the moment with a special cachet and great style. Iittala products are unique, each having their own stories and meaning.
Iittala reaches new consumers through premium distribution in department stores and Iittala branded retail. New concept departments for Iittala have been successfully launched with engaged consumers readily showing their appreciation for the total Iittala experience; this was proven in
2011 for example, by the successful renewal of our shop-in-shop concept in Norway.
In recent years we have built a network of Iittala stores in Central Europe. New openings in premium department stores like KaDeWe in Berlin,Germany and new market openings in Japan, China, and South-Korea are milestones in executing our growth strategy in 2011.
Fiskars' Home products are sold through major retail chains, department stores, and specialist shops. Iittala shops, Iittala outlets and our own web store together with Iittala's shop-in-shop concept provide an important addition to the distribution network. At the end of 2011, the number of Iittala stores, outlets and shop-in-shops was over 100. The MyIittala online community attracts loyal customers worldwide.
Bringing smart functionality to every day
Smart Everyday Functionality describes Fiskars brand promise. Smart is not only the design and appeal, but also the innovation − that extra little feature that solves a problem or makes things work better. We create high-quality scissors, knives, utensils, cookware and cutlery that are functional, ergonomic, and built to last.
Our orange handled Classics have been the gold standard since their introduction in 1967, and are undisputedly the world's number one scissors today. Fiskars scissors product category has kept its improved classics and brought novelties to the market that supplement the offering.
Fiskars products are easy to access for all consumers through mass distribution. We focus on intensive distribution to ensure our growth strategy through scale and our aim is to ensure that Fiskars scissors, knives, and utensils can be found in every supermarket.