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Fiskars Garden EMEA in Australia, Pekka Salmi
1. Fiskars Garden EMEA in Australia
Business Forum on 17 September 2013
Pekka Salmi, Vice President, Garden and Yard Care
2. Page 2 Company Confidential
An authentic quality
story since 1649
Strong tradition as quality
toolmaker with roots in metal
works and agriculture since
centuries
4. IN CUTTING
TOOLS
N°°°°1
IN CUTTING
TOOLS
N°°°°1IN HAND
TOOLS
N°°°°1IN HAND
TOOLS
N°°°°1IN CUTTING
TOOLS
Strong Global Presence in Garden Hand Tools
N°°°°1
IN HAND
TOOLS
N°°°°2
N°°°°1
IN HAND
TOOLS
N°°°°1IN HAND
TOOLS
N°°°°1IN HAND
TOOLS
IN HAND
TOOLS
N°°°°
1
5. Fiskars in Australia
Page 5 Company Confidential
•July - Fiskars Australia Established
•1 employee
•2 customers (100 stores combined)
•TV advertising - Universal Cutter
•Garden launch
1998
•17 employees
•Trade with all retailers we choose to
(11,000 + stores)
•Launch Fiskars Home
•Move to a larger warehouse
2013
• 2 additional employees
1999
• Move to a larger warehouse
2000
• Fiskars Australia commences
managing ALL Fiskars business in
the region
• TV advertising - Fiskars Weeder
• Outdoor launch
2001
• Move to a larger warehouse
• Now trading with ALL major retailers2004
• Expand into New Zealand
• Employ a New Zealand Sales
Manager based in Auckland NZ
• TV Advertising in NZ – PowerGear
pruner
2006
• Acknowledged as Market leaders
Garden cutting tools2007
• Fiskars is on TV every Spring or
Christmas for the next 5 years2009
6. Learnings
1) Growth market ; great to balance seasonality
2) 360°marketing works/ required
3) Offerings slightly adapted (mix between North America and Europe,
marketing/ packaging from EMEA)
4) From Australia to New Zealand - ”Flying Kiwi”
5) Local Partners from the beginning (Bunnings, Mitre 10, etc…)
6) Right commited local people
9/18/2013Page 6 Company Confidentiality
15. Cultural differences between Australia and Finland
Page 15 Company Confidential
2 1 0 1 2
INDEPENDENT DEPENDENT
EQUALITY STATUS
RISK SECURITY
EXTROVERT INTROVERT
TASK RELATIONSHIP
NOW IN THE
FUTURE
F = FIN A = AUSTRALIAN R = RUSSIAN