Strong global brands
Husqvarna Group has a multi-brand strategy. Having a differentiated 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 global 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, high quality and user focus. It is primarily available in the dealer channel. The Husqvarna brand accounts for approximately 50% of Group net sales.
Gardena is the leader in watering
Gardena is the leading premium retail brand in Europe for watering products and garden tools for consumers. The offering also includes consumer battery-powered products. The Gardena brand accounts for approximately 10 % of Group sales.
McCulloch is a premium retail channel brand
The launch of a new product range under the re-vitalized McCulloch brand began in 2012. The range includes forest and garden products for demanding consumers in the retail channel, premium products in the mid-to higher end price and preformance segments. Initially, the brand will be available in the European markets. The range will gradually be expanded and launched globally in the long term.
Diamant Boart is a 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.