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.
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; ride-on products, walk-behind products, handheld products, watering products, and accessories and garden tools.
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. Priorities include greater investments in battery-powered products and improvement of environmental performance of the products.
The portfolio includes a number of strong brands with Husqvarna, Gardena (Canada) and McCulloch as core premium brands and other brands include PoulanPro, WeedEater, Dixon and Bluebird. The retail chain Sears is one of Husqvarna’s largest customers, selling forestry, park and garden products under the Craftsman brand.
Customers and distribution
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. Husqvarna is committed to continuously maintaining and strengthening relations with dealers. This includes enhancing delivery accuracy, 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 are mainly; Home and landowners; Professional landscape and ground care and Professional forest and tree care.
The greater part of production is at Group production facilities in the US. Handheld products such as trimmers and chainsaws in the low-end segment are manufactured at the Group's plants in China. Handheld products such as chainsaws and clearing saws are supplied by the plant in Huskvarna, Sweden. Handheld products are also manufactured in Brazil.
These facilities are specialized and highly flexible, in order to enable response to seasonal and weather-related variations in demand.