Strategy
Growth Strategy
Fiskars Group’s Growth Strategy outlines the strategic choices that will put the company on a healthy path of organic growth and profitability improvement.
The strategic logic is clear: the company focuses on winning brands, winning channels, and winning countries.
The Growth Strategy consist of four transformation levers; commercial excellence, direct-to-consumer, the U.S. and China. These levers will transform Fiskars Group across brands, channels, and countries.
The growth enablers for the strategy are people, digital, innovation & design, and sustainability. These enablers are at the core of Fiskars Group, and they are critical for executing the Growth Strategy.
Business Areas into operationally independent companies
Completing “brands first” approach by separating Business Areas into independent companies. New way of operating enables speed of execution, and is a key enabler for future growth.
Clear roles set for each brand
Make the big brands bigger
- Accelerate: Over-invest to grow DTC first, across key cities & categories
- Anchor: Unlock Fiskars brand potential, and focus
Drive value creation as per brand role
- Maximise potential: Self-funded growth
- Optimize: Profit first to step up performance
- Utilize tactically: Complement brand portfolio locally