Company Profile
Husqvarna Division
Company Overview
Husqvarna is a global leader in forest and garden products. Key strengths include a broad and competitive product range, global distribution through dealer partnerships built over many years, proven innovation capability and brand recognition. Husqvarna enjoys a heritage position in professional handheld products and robotic mowers. Target end-customers are professionals and demanding consumers that have high demands and expectations on product performance and quality.
The division incorporates the core brand Husqvarna and tactical/regional brands such as Zenoah (Japan) and Jonsered (Nordic region and North America). The tactical/regional brands serve specific segments that the Husqvarna brand does not reach and also provide an opportunity to address the premium retail segment. Net sales in 2015 amounted to SEK 17.6bn (15.4), which represented 49 percent (47) of Group net sales, and the operating margin was 13.0 percent (13.0), excluding items affecting comparabiity.
The division operates globally, with the majority of sales in mature European and North American markets. This means that further opportunities exist in emerging markets, which offer relatively higher growth rates. Sustained technological and innovation leadership as well as maintained strong brand recognition is imperative for market acceptance of products and solutions. An opportunity to leverage the scale of the full Husqvarna Group to drive long-term cost efficiencies is a key strength.
Husqvarna reaches its end-customers mainly through the dealer channel, which is a global network of thousands of small, local and independent stores. Given the dealer-centric model driving dealer channel business development in partnership with dealers is a priority.
Company History
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.
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