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Husqvarna
Husqvarna Group is a global leading producer of outdoor power products and innovative solutions for forest, park and garden care. Products include chainsaws, trimmers, robotic lawn mowers and ride-on lawn mowers.
About Husqvarna Group
This is us
The Group is also the European leader in garden watering products and a global 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 consumers and professionals in more than 100 countries. Net sales in 2017 amounted to SEK 39bn and the Group has around 13,000 employees in 40 countries.
Our offering
- Wheeled products
- Electric products
- Handheld products
- Watering & hand tools
- Accessories
- Construction products
The market
The global forest and garden market is growing steadily. Over the last five years, its market value is estimated to have increased around three percent per year. The addressable market for forest and garden products in regions and segments where Husqvarna Group is active is estimated to be SEK 185bn. The addressable market for construction and stone industry products is around SEK 25bn with an estimated long-term growth rate of three percent.
Four divisions
Husqvarna Group operates on the principle of having strong, focused and empowered divisions with all of the functions needed to drive business towards their desired goals.
Group strategic functions design the strategic framework to ensure alignment across the four divisions and to secure important synergies, for example, in sourcing, logistics and technology. The three divisions in forest and garden, Husqvarna, Gardena and Consumer Brands, and the Construction Division each have different business models with their own distinct end-user target groups, strategies and offerings.
The Market
A steadily growing market
- Lawn mowers are the largest product segment, electric the fastest growing
- Construction market growing by about 3 percent
- Customers and distribution
- Market demand in 2016
- Seasonality
Market trends
New technologies, channel dynamics and shifts in consumer behavior are impacting the market and as a result influence the Group’s strategy. Addressing these trends helps the Group to be flexible and resilient in an evolving world.
Core Purpose, Vision and Key Behaviors
Husqvarna Group’s ambition is market leadership by 2020 and building a winning culture is fundamental to becoming a leader in the long term. Our core purpose, vision and key behaviors are all equally important to inspire us and define our direction to create value.
Our Core Purpose
Turning technology into opportunity
With a passion for innovation we create performance, pride and improved results for our customers.
Our Vision
Shaping great experiences
We make a difference to those who shape green spaces and urban environments through our leadership in sustainable, user-centered solutions.
Our Key Behaviors
It starts with me
I take ownership and I ask myself: What can I do?
- Seek customer's point of view in all meetings and decisions
- Demonstrate collaboration by giving and seeking support
- Maintain focus and simplicity
What Do We Do at Husqvarna Group
A film about why we get up in the morning and are prepared to stay long days.
Strategy
Husqvarna Group has delivered on the first part of its promise to significantly improve profits and margins during the past few years.
The next step for the Group is expansion and profitable growth that aims at outgrowing the market by 1 to 2 percentage points per year while continually improving the operating margin. The overall ambition is to achieve market leadership by 2020.
The Group operates on the principle of having strong, focused and empowered divisions with the functions needed to drive business towards their desired goals. Group strategic functions design the strategic framework to ensure alignment across the four divisions and secure important synergies, for example, in product platform management, lead-buy sourcing, supply chain and brand architecture. There are also overarching initiatives to secure success across the Group in the areas of digitization, the opportunity in battery-powered products and sustainability.
Strategic priorities for 2020
- Continued Operational Excellence
- Profitable growth for Husqvarna, Gardena and Construction
- Turnaround of Consumer Brands' performance
- Innovative products and solutions
- Multi-channel distribution
- Growth in emerging markets
Market leader ambition 2020
Husqvarna Group’s ambition is market leadership by 2020 in a wider perspective than just market share.
Market leadership is defined as being the number one player or the number two player competing for the number one position. Furthermore, a market leader drives industry evolution in terms of innovation, customer focus, sustainability and operational excellence and it has the ability to capture the financial opportunities inherent in the market share position and innovation leadership.
Sustainovate
Rooted in our passion for innovation and connecting people with nature, Sustainovate is Husqvarna Group’s way of integrating sustainability into its business.
Creating a strong company fit for the future demands the ingenuity and courage of our people, forward-thinking leadership in our organization and the insights of our strategic partners.
This is how we will raise the bar on safety and product efficiency and find new ways to reduce consumption of energy, water and other resources. More importantly, this is how we will explore innovative product ideas and business models that will deliver positive impacts on people and the planet, and how we intend to make these technologies available to many more people.
