Europe & Asia/Pacific
Husqvarna is a leading producer of forest, park and garden products in the Europe and Asia/Pacific region. The products are sold through a strong network of retailers and dealers. Husqvarna offers a broad product range and strong brands that are attractive to both consumers and professional users.
Products
Operations in this business area include development, production and sale of forest, park and garden products in the Europe and Asia/Pacific region. The products comprise five categories; rider-on products, walk-behind products, handheld products, watering products, and accessories and garden tools.
The product range is comprehensive and competitive. Several global competence centers are devoted to maintaing a high rate of product development for both new and existing products. Priorities include greater investments in battery-powered products and improvement of the environmental performance of the products.
Brands
The portfolio includes a number of strong brands. In addition to Husqvarna, Gardena and McCulloch, which are core premium brands, the portfolio includes Jonsered, Flymo, Klippo and Zenoah, which have strong positions in regional or local markets, or in specific product categories. Awareness of Gardena is higher than for any other Group brand in Europe. Gardena’s positions are especially strong in Germany and Austria where brand awareness is 98%.
Customers and distribution
Products are sold mainly through retailers and dealers in Europe and Asia/Pacific region. The retailers focus on products in the low- and medium-price segments, while sales to dealers comprise mainly high-end products. The strong distribution network has been developed over many years and is an important competitive advantage. Husqvarna is committed to continuously maintaining and strengthening relations with dealers. This includes enhancing delivery accuracy, improving access to spare parts and offering improved training programs. Husqvarna is also increasing investments in brand-building at points-of-sale in terms of product displays and packaging.
End-users
End-users comprise three categories; Home and landowners; Professional landscape and ground care and Professional forest and tree care.
Production
Most of the Group’s production is carried out at own production facilities in the US. In Sweden trimmers, clearing saws, chainsaws, lawn mowers and ride-on lawn mowers are manufactured. Electric lawn mowers and the robotic lawn mower Automower® is manufactured at a facility in the UK. Gardena products are manufactured at three production facilities in Germany and three in the Czech Republic. In China handheld products such as trimmers and chainsaws in the low-price segment are produced. The Group also has a facility in Japan where chainsaws and other handheld products are produced. As of 2011, parts of the production of walk-behind and non walk-behind lawn mowers have been moved to a new production facility in Poland. These facilities are specialized and highly flexible, in order to enable response to seasonal and weather-related variations in demand.
