Husqvarna Group manufactures and sells products under the Husqvarna and Gardena brands, as well as a number of tactical and regional brands. Husqvarna Group is a world leading producer of outdoor power products including chainsaws, trimmers, robotic lawn mowers and garden tractors. The Group is also the European leader in garden watering products and a world leader in cutting equipment and diamond tools for the construction and stone industries. The Group`s products and solutions are sold under brands including Husqvarna, Gardena, McCulloch, Poulan Pro, Weed Eater, Flymo, Zenoah and Diamant Boart via dealers and retailers to end-customers in more than 100 countries. Net sales in 2014 amounted to SEK 33 billion, and the Group had more than 14,000 employees in 40 countries.
- Business Type:
- Industry Type:
- Agriculture - Horticulture
- Market Focus:
- Globally (various continents)
This company also provides solutions for other industrial applications.
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Husqvarna Group is the world's largest producer of outdoor power products including robotic lawn mowers, garden tractors, chainsaws and trimmers. The Group is also the European leader in consumer watering products and one of the world leaders in cutting equipment and diamond tools for the construction and stone industries. The Group's products and solutions are sold via dealers and retailers to both consumers and professional users in more than 100 countries.
Husqvarna Group's competitive product offering
The competitive product offering covers a wide spectrum of applications for consumers and professional users within the following product categories:
- Wheeled – mainly riders, garden tractors, zero-turn mowers, lawn mowers, tillers and snowthrowers.
- Electric - mainly robotic lawn mowers, corded and cordless handheld and wheeled products.
- Handheld – mainly petrol chainsaws, trimmers, clearing saws, blowers and hedge trimmers.
- Watering & Hand tools – mainly water-hoses, couplings, sprinklers, water computers, pumps and hand tools.
- Accessories – mainly accessories and replacement parts such as chainsaw chains, lubricants, safety equipment and clothes.
- Construction - mainly power cutters, floor saws, drilling equipment, wall and wire saws and a complete range of diamond tools.
Husqvarna, Gardena, McCulloch and Diamant Boart are the Groups’s core brands. There are also regional and tactical brands.
The global market for Husqvarna's products is estimated at approximately SEK 150 billion annually. North America accounts for approximately 50% of this market, Europe for more than 40%, and the rest of the world for less than 10%.
Demand is driven overall by the general economy, the level of activity in the forest and construction industries, and private consumption of household capital goods. Average annual growth in global demand is estimated by Husqvarna Group at 2-3% in terms of volume over a business cycle. Strong local variations may occur as a result of weather conditions, primarily regarding garden equipment.
The Group’s strategy involves improving internal efficiency throughout the entire supply chain, in order to create a framework for increased investments in product development and brands that will further strengthen the Group’s position.
The strategy is based on the Group’s strategic pillars; strong global brands, competitive product offering, efficient global distribution network and a flexible supply chain.
The Group´s strategic pillars
Strong global brands: By prioritizing Husqvarna and Gardena in terms of brand investments and brand innovation, gradually expand the McCulloch brand, limit tactical and regional brands and only pursue private label if it spreads cost or support the branded business, the aim is to increase sales under premium brands.
Competitive product offering: By reducing the number of product platforms, exit selected non-core segments and target investments to core product areas and battery technology the aim is to sustained product leadership.
Efficient global distribution network: By introducing a new pricing model and improve after sales solutions and utilize on-line webtools the aim is to grow dealer channel sales.
Flexible supply chain: By consolidation of production facilities and warehouses, component and material standardization and thereby reduce complexity the aim is to lower cost for sourcing and increase flexibility.
Husqvarna has a long history that is rich in tradition. The first Husqvarna plant was established in 1689 as a weapons foundry. In the course of the centuries, Husqvarna has produced a large range of different products, including sewing machines, bicycles, motorcycles and kitchen equipment.
When Electrolux acquired Husqvarna in 1978 the outdoor product range comprised mainly chainsaws. In the 1980s operation expanded strongly through acquisitions. In subsequent years, consistent organic growth gradually gave Husqvarna leading positions in the global market.
We provide innovative quality products and solutions to make garden, park and forest care as well as construction easier for professionals and consumers around the world.
We envision a world where people can enjoy well maintained gardens, parks and forests and experience refined buildings and roads.