Strategy

Growth Strategy 2021-2025

Fiskars Group’s Growth Strategy, launched in 2021, aimed to set the foundation for future long-term growth by shifting the company toward a brand-driven model with clear focus areas. The strategy was further refined in 2023 with a sharpened portfolio logic and simplified way of operating built around two Business Areas.

Fiskars Group plans to launch the next phase of its Group strategy and new financial targets in connection with its Capital Markets Day scheduled for May 12, 2026.

Transformation levers

The Growth Strategy 2021-2025 was structured around four transformation levers – commercial excellence; direct to consumer; the U.S.; and China. Focus on these transformation levers contributed to, for example, a significantly improved gross margin and a higher share of direct-to-consumer sales.

PROGRESS IN THE TRANSFORMATION LEVERS 2021-2025

  • Fiskars Group’s comparable gross margin, the key performance indicator for commercial excellence, increased by 380 basis points to 47.1%.
  • Share of direct-to-consumer sales increased from 18% to 30%, with a CAGR of 9%
  • Comparable net sales CAGR in China was 16%
  • Comparable net sales CAGR in the U.S. was -6%

Fiskars Group had four financial targets during the strategy period. The targets and the Group’s progress against them can be found here.

From a centralized matrix structure toward Business Area independence

Fiskars Group underwent a significant transformation during the strategy period, shifting from a centralized matrix structure toward operationally independent Business Areas to improve flexibility and speed of execution. This way of operating better reflects their differing business drivers and investment needs and serves as a key enabler of future growth.

In the final phase of the transformation process, the Business Areas will become separate legal subgroups under the holding company, Fiskars Corporation. While the Business Areas focus on executing the core business, the holding company will develop the portfolio, allocate capital and drive performance management as well as fulfill the obligations of a listed company. The separation into individual legal entities is expected to be finalized by the end of the first quarter of 2026.

Save the date – Fiskars Group’s Capital Markets Day

Save the date for Fiskars Group’s Capital Markets Day, which will take place on May 12, 2026 in Espoo, Finland and online. As part of the event, we will outline the next phase of our strategy and present new financial targets. Agenda and registration will be shared closer to the date.

Updated February 17, 2026