Annual Report 2009 - Husqvarna Group

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20 Husqvarna Annual Report 2009 Consumer Products Customers and distribution Consumer products for the mass market are sold mainly through major retail chains and DIY outlets. The US market is highly consolidated, with the four largest chains – Sears, Lowe’s, Walmart and Home Depot – accounting for approximately 70% of the market. Sears has been Husqvarna’s largest customer since the 1980’s. Sears is the world’s largest retailer of outdoor products, under the Craftsman brand, and has a market share of approximately 25% in the US. Husqvarna-branded products are sold mainly through servicing dealers, i.e. small independent retailers who also offer technical service. Consumer Products, Rest of the World In 2009, Rest of the World accounted for somewhat less than half of sales of Consumer Products. The greater share of sales refers to Western Europe. Operations in Rest of the World involve sales to both major retailers, i.e. mass-market channels and servicing dealers. Sales through mass-market channels are mainly under the Gardena, Flymo, Partner and McCulloch brands. The Husqvarna brand stands for premium products that are sold through servicing dealers. Market position The Group has strong market positions particularly for chainsaws and other handheld products under the Husqvarna, Partner and McCulloch brands, as well as for Husqvarnabranded garden tractors and riders. The Group is also a market leader in electrically-powered products in the UK under the Flymo brand, which also has a strong position in Scandinavia. Gardena is the leader in the consumer market in Europe for irrigation products, and also has leading positions in garden tools, garden ponds and pumps. Customers and distribution In comparison with North America, the European market is more fragmented in terms of distribution channels, and features a number of national and international retail chains and DIY outlets such as B&Q, Leroy Merlin, OBI, Bauhaus and K-Rauta. Husqvarna-branded products are sold through servicing dealers, who have strong positions for high-end products. Production Most of the Group’s production is carried out at own plants in the US. These facilities are specialized and highly flexible, in order to enable response to seasonal and weather-related variations in demand. The Group is a net exporter from the US. Electric lawn mowers and the robotic lawn mower Automower ® is manufactured at a plant in the UK, while other handheld electrical products are sourced from Asia. Gardena products are manufactured at three plants in Germany and three in the Czech Republic. Petrol-powered lawn mowers are produced at a small plant in Italy. In 2009 production of chainsaws and other handheld products at this plant was relocated to the Group’s facility for consumer products in China. In October 2009 a number of restructuring measures were introduced, aimed at reducing costs by eliminating overlapping and duplication in production. These measures will involve consolidating the manufacture of handheld products in the US to a single plant, instead of the existing two, as well as relocating production of garden tractors and lawn mowers from two facilities in Sweden to a new plant in Poland. The restructuring is expected to be completed in early 2011.
Consumer Products Husqvarna Annual Report 2009 21 Page 20, left. This new compact rider is only 88 cm wide, and has been developed for small and medium-size gardens. Page 20, right. A new batterydriven Gardena chainsaw was launched early in 2010. This page. Husqvarna blowers feature unique design and are easy to handle. Most models can also be used to collect leaves.
Page 1 and 2: Annual Report 2009
Page 3 and 4: Net sales Operating income and marg
Page 5 and 6: Husqvarna Annual Report 2009 1 High
Page 7 and 8: History Husqvarna Annual Report 200
Page 9 and 10: Report by the President Husqvarna A
Page 11 and 12: Strategy Husqvarna Annual Report 20
Page 17 and 18: Financial goals Husqvarna Annual Re
Page 19 and 20: Husqvarna Annual Report 2009 15 New
Page 21 and 22: Husqvarna Annual Report 2009 17 Con
Page 23: Consumer Products Husqvarna Annual
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Page 29 and 30: A new series of zero-turn mowers fo
Page 31 and 32: Professional Products Husqvarna Ann
Page 33 and 34: The Husqvarna share Husqvarna Annua
Page 35 and 36: Husqvarna Annual Report 2009 31 Rep
Page 37 and 38: Report by the Board of Directors Hu
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Five-year review Husqvarna Annual R
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Quarterly data Husqvarna Annual Rep
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New reporting structure Husqvarna A
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Corporate Governance Husqvarna Annu
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Board of Directors and Auditors Hus
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Sustainable development Husqvarna A
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Factors affecting forward-looking s
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