Strong global brands

Husqvarna Group has a multi-brand strategy with the core brands Husqvarna and Gardena. In addition to these the Group also has regional brands. Having a portfolio of differentiated brands is essential for maintaining leading positions in a range of product categories and price points, appealing to various end-users in sales channels and on different regional markets.

Core brands

The brand strategy aims primarily to grow sales of Husqvarna and Gardena, where the Group enjoys strong market positions and earns attractive margins. Long-term, the aims is to decrease the number of product brands to reduce complexity and thereby increase efficiency and reduce costs. Brand investments and product innovations will therefore primarily be devoted to these brands.

Husqvarna represents technological leadership and has long been a strong global premium brand for professional users and consumers who demand high performance. The brand stands for technological leadership, professional performance, high quality and user focus. The brand is primarily available in the dealer channel and accounts for 54 percent of Group sales.

Gardena is the leading premium brand in Europe for watering products and garden tools for consumerers. The offering also includes battery-powered products for consumers and accounts for approxiamely 11% of Group sales.

Regional brands

The Group’s regional brands also hold strong positions in local markets or within specific productcategories, but the intention is not to expand into new markets. 

Other brands:

  • McCulloch – Premium forest and garden products for demanding consumers.
  • PoulanPro – Premium forest and garden products for demanding consumers.
  • Zenoah – Professional products and high-performance products for consumers.
  • Jonsered  – Professional products and high-performance products for consumers.
  • Diamant Boart – A complete range of diamond tools for processing natural stone.
  • WeedEater – Consumer products.
  • Flymo – Electric consumer products.
  • Klippo – Professional products and high-performance products for consumers.

Priorities

  • Prioritize Husqvarna and Gardena in terms of brand investments and innovation.
  • Further strengthening the position of Husqvarna as a professional brand with dealers.
  • Build on the Gardena brand's strong recognition as gardening brand.
  • Reduce the number of regional brands.
  • Private label only when it reduces cost or support our own branded business.