Strong brands

Having a portfolio of brands is essential for maintaining a leading position in a range of price and product categories, appealing to various end-users and throughout sales channels and regions.

Husqvarna, Gardena, McCulloch and Diamant Boart are the Group’s core brands. The Group also has regional and tactical brands.

Husqvarna represents technological leadership

Husqvarna 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 and high quality. In 2011, it accounted for approximately 48% of Group net sales.

Gardena is the leader in watering

Gardena is the leading premium brand in Europe for watering products and garden tools for consumers. The brand's offering also includes battery-powered products. In 2011, the Gardena brand accounted for approximately 12 % of group sales.

 
McCulloch launched globally

The launch of a new product range under the McCulloch brand began in 2011 and in 2012 it will be available in the retail chains, The range includes forest and garden products for consumers in the higher price and preformance segments. The range will gradually be expanded and launched globally in the long term.

Diamant Boart global brand for the stone industry

Strong and consistent focus on product development and quality has given Diamant Boart recognition as the leading global brand in the stone industry. The product offering includes a complete range of diamond tools for processing natural stone.