Strategy
Fiskars Group is organized in two operationally independent and accountable Business Areas, while the Group acts as a portfolio and capital steward. This structure enables a clearer focus, faster decision-making and improved transparency at the Business Area level.
The two Business Areas drive their own strategies with clear focus areas:
- Business Area Fiskars focuses on rebuilding sales momentum on its profitable foundation, by leveraging innovation, distribution and media.
- Business Area Vita aims to drive profitable growth through focused collection, market and channel choices, while also executing targeted actions to turn around its financial performance.
The combination of the Group’s central oversight and empowered Business Areas aims to support profitable growth, robust cash generation and long-term shareholder value.
Framework to drive improved performance: central oversight and empowered Business Areas
Clear model in place to rebuild sales momentum
Business Area Fiskars focuses on returning to profitable growth by strengthening its core commercial capabilities. Its approach is driven by a continuous cycle of innovation, effective media activation and strong point-of-sale execution. By reinforcing these core capabilities, BA Fiskars aims to drive sustainable growth across its key categories.
Selective approach to new opportunities
Net sales growth will be driven by scaling core categories and expanding into new ones.
Turnaround underway
The Business Area is in a turnaround to ensure the organization and operations are fit for future profitable growth. Actions include right-sizing the business and operating in a brand-led organization. BA Vita has refined brand roles to support turnaround – prioritizing profit first, then scalability.
Four priorities in place to drive profitable growth
Business Area Vita focuses on strengthening its position in high-end homeware while scaling a niche presence in fine branded jewelry. The strategy is centered on enhancing brand desirability, expanding distribution in a disciplined way and optimizing the channel mix to support profitable growth. At the same time, Vita aims to unlock higher-value revenue streams such as gifting.
Updated July 23, 2026