Americas

Husqvarna holds strong market positions in several product categories in North- and Latin America. The North American market is highly consolidated, and the products are sold primarily through large retailers, as well as dealers.

Products

Operations in this business area include development, production and sale of forest, park and garden products in North America and Latin America. The products comprise five categories; wheeled products, walk-behind products, handheld products, watering and hand tools and accessories.

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.

Brands

The portfolio includes a number of strong brands with Husqvarna and Gardena (Canada) core premium brands and other brands include McCulloch, PoulanPro and WeedEater. The retail chain Sears is one of Husqvarna’s largest customers, selling forestry, park and garden products under the Craftsman brand.

Distribution channels

In North America the greater part of sales to consumers are channeled through major retailers such as Sears, Lowe’s, Walmart and Home Depot. Husqvarna-branded products are sold mainly through dealers, i.e. small independent retailers who also offer technical service. The main end-users for this brand are professional garden/landscape maintenance companies as well as municipalities and institutions.

The strong distribution network has been developed over many years and is an important competitive advantage. The Group is committed to continuously maintaining and strengthening relations with dealers. This includes enhancing delivery reliability, 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 are mainly; Home and landowners; Professional landscape and ground care and Professional forest and tree care.

Production

  • Sweden: chainsaws, trimmers and clearing saws.
  • U.S.: (McRae, Georgia): walk-behind lawn mowers, snow throwers.
  • U.S.: (Nashville, Arkansas): chainsaws, trimmers and blowers.
  • U.S.: (Orangeburg, South Carolina): ride-on lawn mowers.
  • Brazil: chainsaws and trimmers.
  • China: trimmers and chainsaws.

 

Priorities

  • Prioritize value cration.
  • Reduce complexity in product and brand portfolio.
  • Differentiation of retail and dealer business models.
  • Grow dealer channel sales.

Net sales and operating margin 2013

Net sales by geographical area 2013

Net sales by product category 2013

Net sales by distribution channel 2013