annual report 2009 - Fiskars Corporation

24 FISKARS Annual Report 2009
million in 2009. Sales in the EMEA
region grew in local currencies
but were offset by weaker exchange
rates with Euro. Sales of Fiskarsbranded
products developed well
in European markets, while those
of local brands remained at 2008
levels. A difficult market was reflected
in lower sales of construction tools.
Sales in North America were at the
same level as in 2008.
A number of organizational
changes were introduced in the
Garden area towards the end of
2008, including the transfer of EMEA
management from Belgium to Finland
and combining Garden business
operations in North America with
those of the SOC (School, Office
and Craft) business. These changes
have proven successful and have
Investing in
innovations is
a central part of
Fiskars’ strategy
resulted in lower fixed costs. The
more streamlined organization has
helped improve Fiskars’ interface
with major distri butors and retailers.
Distinctive black and
orange products
In line with its strategy, the Garden
business is giving increased focus
to developing the Fiskars brand. In
Britain, for example, the Wilkinson-
Sword brand was replaced in garden
tools with the Fiskars brand in fall
2009. Retailers have responded well
to the change, which filtered down to
consumers at the beginning of 2010
when Fiskars’ orange and black tools
arrived on store shelves.
As part of the focus on the Fiskars
brand, a major marketing investment
was made in Germany in 2009 when
a national TV campaign was success-
Getting parks in shape
with the help of Project
Orange Thumb
The Project Orange Thumb initiative was launched
in the US in 2003 as part of Fiskars’ commitment to
the environment and the community. Through an
annual grant program and scheduled community
garden makeovers, Fiskars donates tools and materials
to Project Orange Thumb to revitalize green spaces such
as parks and school grounds that are often seen as
making a valuable contribution to the local quality of life.
Projects are volunteer-driven and are very effective at
bringing local people closer together.
The Project Orange Thumb initiative has spread from
the US to Canada, Australia, New Zealand, and most recently
to Europe in 2009. The first Project Orange Thumb event in
Britain was organized in April 2009 in the grounds of the Avon
Rugby Club in Bath.
A dash of red and orange to the Park
Finland saw its first Orange Thumb project in October 2009 in
the garden makeover of Katajanokka Park in central Helsinki.
Fourth-graders at the local elementary school were among
the most enthusiastic volunteers and refused to let the chilly
fall weather dampen their spirits. In addition to sweeping up
all the fall leaves, the project planted 5,000 tulip bulbs in camp
fire-style patterns, which should result in a very attractive burst
of orange color when they flower in spring 2010.
The project also added a northern red oak to the park,
jointly planted by Fiskars’ CEO Kari Kauniskangas and the CEO
of the major Finnish retail company Kesko, Matti Halmesmäki,
and the Mayor of Helsinki, Jussi Pajunen. The sapling was
specially selected from the forest at Fiskars Village to add
a dash of rich red to the park.
The Mayor of Helsinki,
Fiskars’ CEO, and
President and CEO
of the retail company
Kesko participated in
Finland’s first Project
Orange Thumb event.