HUSQVARNA ANNOUNCE RESTRUCTURING OF CONSUMER BRANDS DIVISION

Husqvarna Group has announced it will further increase focus and efforts on its future premium product and service offerings under the core brands of Husqvarna and Gardena while decisive steps are taken to resolve the underperforming Consumer Brands Division.

The presence in certain consumer segments will be exited. As a consequence of the future direction, the Consumer Brands division will be dissolved into the Husqvarna and Gardena divisions.

However, responding to Service Dealer's enquiry as to how this may affect UK dealers, Glen Instone, Vice President Global Sales & Service, Husqvarna Division, said, "This restructuring will have very little impact on the UK operations. The Husqvarna division in the UK serving the Servicing Dealers with the Husqvarna Brand is unaffected.

"The Consumer Brands Division will be folded into the Gardena operations within our EMEA and APAC region. The UK Consumer brands offering remains strong - the Flymo Brand has a strong heritage in the UK and will see this as an attractive brand going forward."

The international statement issued by the Group continued saying Husqvarna Group will gradually exit from low price point product segments and brands, particularly in petrol powered walk-behind lawnmowers and garden tractors. The extent of the exits and associated adjustments to the manufacturing footprint and brand portfolio are being reviewed. The changes will be realised in two steps, as customer commitments for the 2019 season will be honoured. The second step for 2020 is being reviewed. 

“We will focus our remaining consumer forest and garden operations in North America to areas where we have proven to bring customer value, such as in handheld products, premium garden tractors, zero-turn lawnmowers and particularly robotic lawnmowers. The reorganisation will facilitate reallocation of resources towards these offerings that have greatest potential for growth and profitability”, said Kai Wärn, President & CEO of Husqvarna Group.