Reinventing gardeningGardens are increasingly seen as second living rooms, as places where people can spend quality time with family and friends. Increased ecological and environmental awareness means that consumers are more interested in knowing where their food comes from, which is being reflected in the increasing popularity of grow-it yourself. Eco-friendly garden products - such as the Fiskars weeder, a herbicide-free way of keeping weeds under control, and the new Fiskars reel mower, which needs neither fuel or electricity - are very much to the fore.In the Garden business, Fiskars is the leading brand in digging and stick tools and axes in Europe, and the number-two in cutting tools; as well as the number-one in pruning tools and water harvesting in the Americas. 2010: Focusing on the Fiskars brandThe Garden business is focusing its brand development efforts on the Fiskars brand, and has continued investing heavily in marketing in Central Europe. National TV campaigns launched in Germany in 2009 continued during 2010 and were extended to the French market. Sales of Fiskars-branded garden tools have grown significantly on both these markets. Increased marketing investments have also been allocated to the Russian market with good success. In the UK, products have been shifted from the licensed brand to the Fiskars brand, and this has seen Fiskars gain market share among British consumers.Gardening is an increasingly popular leisure time activity that complements people's desire for a healthy and sustainable lifestyle. Sustainability is a key feature of the majority of Fiskars' garden hand tools, which are made to last a lifetime. Ecological factors have inspired a number of new product innovations, such as Fiskars' rainwater collection systems, weed pullers, and hand-powered reel mowers.
Functionality, combined with ergonomic and distinctive design, is a central feature of Fiskars products. This aspect of Fiskars products has been recognized through many awards overs the years, and 2010 was no exception. Fiskars' biggest new product launch in 2010, its new axe range, won the red dot Best of the Best award. Two other products received red dot recognition: the Fiskars ErgoPlus™+ spade, which features a unique orange gel-padded handle, and QuikFit™ stick tools, which incorporate an innovative mechanism that makes switching over heads a snap. |
