Markets and customers
Markets
Fiskars Group’s brands are present in more than 100 countries across Asia-Pacific, Europe and the Americas.
In 2025, Europe accounted for 51%, Americas 29% and Asia-Pacific 20% of the Group’s total net sales.
Europe is the largest geographical segment for BA Vita, with 55% net sales coming from the region, followed by Asia-Pacific with 35% and the Americas with 10%.
The Americas is the largest geographical segment for BA Fiskars, with 52% of net sales coming from the region, followed by Europe with 45% and Asia-Pacific with 3%. The U.S. is clearly the largest single market for the BA.
Channels
Fiskars Group serves wholesale customers as well as consumers directly through its own stores and e-commerce platforms. Fiskars Group’s customer profile is diversified with no single customer accounting for over 5% of total net sales.
Wholesale
Wholesale is the primary channel for Business Area Fiskars. Close collaboration with key retailer customers is therefore strategically important to BA Fiskars. This channel includes e.g. sales to major retailers via their physical stores as well as their e-commerce platforms.
Direct-to-Consumer
Business Area Vita’s sales were derived roughly equally from direct-to-consumer and wholesale channels, representing 53% and 47% respectively, in 2025. All of Fiskars Group’s approximately 500 own physical stores around the world are BA Vita brand stores. The stores can be categorized into stores, outlets and concessions.
In 2025, DTC sales amounted to 30% of the Group’s sales.
Updated February 16, 2026