Business Areas
Fiskars Group’s organizational structure features two business areas (BA): Business Area Vita and Business Area Fiskars.
Business Area Vita
BA Vita offers premium and luxury products for the tableware, drinkware, jewelry and interior categories. It consists of brands such as Iittala, Georg Jensen, Royal Copenhagen, Moomin Arabia and Wedgwood.
Direct-to-consumer (DTC) is a key strategic growth lever for BA Vita as storytelling and customer journeys through own channels are important for sparking brand love. In 2023, DTC accounted for 47% of BA Vita’s net sales.
Business Area Fiskars
BA Fiskars consists of the gardening, watering and outdoor categories, as well as the scissors and creating, and cooking categories. The brands include Fiskars and Gerber.
The wholesale is the main channel for BA Fiskars with indirect sales contributing 97% of the BA’s net sales in 2023. Therefore, commercial excellence (e.g. in-store and e-commerce excellence) including close collaboration with key customers is of strategic importance to the BA.
Balanced Business Areas
The Business Areas are balanced – each accounting for approximately 50% of net sales (2023). The brand portfolios of the BAs also complement one another, making Fiskars Group the global home of design-driven brands for both indoor and outdoor living. In terms of seasonality, for BA Fiskars, the first half of the year is important due to the timing of the gardening season. For BA Vita, the second half, in particular the fourth quarter is the most important time of year due to the holiday and gifting season.
The Business Areas have full end-to-end P&L accountability for the global offering, enabling them to leverage the potential of their strong brands.
