Broad product offering

The Group has a broad and competitive product offering. Its position is particularly strong in handheld products, such as chainsaws, clearing saws and trimmers, as well as in riders and garden tractors. The Group is the European market leader for watering products and garden tools under the Gardena brand. It also has a strong product offering in cutting equipment and diamond tools for the construction and stone industries.

The Group's goal is to be the leader in its core areas. However, maintaining a strong partnership with customers involves providing a complete product range, which includes also offering competitive products outside of the core areas.

Focus on core areas

There is a good potential for growth within the existing product offering. The Group aims to maintain a high rate of product renewal, which is decisive for achieving growth and improved margins. Achieving growth also requires having the right product offering for each distribution channel.

Products are becoming increasingly more global or regional, thus creating opportunities for reducing the number of product platforms and local variants. In the long term, this strategy will also lead to lower development costs per sold unit, together with synergies in production and purchasing.

In an effort to streamline product development, the Group is focusing its development resources on a limited number of R&D centers in key locations including Sweden, Germany, the U.K, the U.S, China and Japan.

Customer-driven research and development

The Group has a common global process for product development. An effective product development process, including consumer insights and a high level of innovation, is essential for the Group’s growth and profitability. The objective is to generate a continuous flow of attractive and competitive new products. Significant synergies and rationalization gains are being achieved in product development via this process.