Lasting products that increase enjoyment and ... - Fiskarsgroup.com

2012 in briefFiskars’ business performed steadily in 2012.Net sales increased 1% to EUR 747.8 million, andoperating profit (EBIT), excluding non-recurringitems, increased 2% to EUR 63.1 million, setting anew company record for the third year in a row.Net sales747.8 EUR millionOperating profit excl. NRI63.1EUR millionEarnings per share2.18 EURWorldwide recognitionfor designWorld Design CapitalHelsinki 2012 increasesunderstanding ofthe possibilitiesdesign offers and gainsexceptional internationalattention.Best of the BestThe internationallyheralded reddot designcompetition recognizesFiskars at the highest levelfor two of its products andgave awards for four otherproducts.Gerber’s brandcampaign invitesenthusiasts and newusers to embrace thechallenge of getting outthere.Net salesEUR million20122011201020092008Earnings per share, EURDividend per share, EUR660716697748743Operating profit excluding non-recurring itemsEUR million201220112010200920084041606362International salesteam drives growthfor GerberInvestments in Gerber’sinternational expansiondeliver strong growth insales in EMEA.Focus on SalesNew sales organizationintroduced in EMEAregion to accelerategrowth. New sales regionsNorth and Centralassume responsibilityfor selling the wholeportfolio in their region.Online expansionFiskars expands theinternational distributionof its Home products byopening an internationalweb store for the Iittalabrand. Fiskars Americaswidens their distributionby opening an onlinestore for garden andschool, office and craftproducts.201220112010200920080.65*0.620.600.520.640.501.05Earnings/shareDividend/share* Board of Directors’ proposal** extra dividend0.75**1.151.911.30**2.18New ownershipstrategy for WärtsiläFiskars and InvestorAB join forces tocreate an even strongerlong-term owner forWärtsilä. Fiskars remainsWärtsilä’s single largestshareholder with 13.0%of shares.Extra dividendFollowing a sale of partof Fiskars Wärtsiläholdingto Investor,an extra dividend ofEUR 0.75 is paid toshareholders.0.75 EUREfficiency from acommon platformThe five-year investmentprogram in EMEAproceeds according toplan: a common systemwas implemented in thefirst countries.Expansion in FranceFiskars Home productsreach new consumersin France as Iittala andFiskars kitchenware gainnew distribution. FiskarsGarden continues tostrengthen its numberone position.#1Iittala celebratesin JapanHIH Princess Takamadoand Finnish PrimeMinister Jyrki Katainenparticipate in the openingof the expandedIittala department inTokyo, highlighting thefifth anniversary of Iittalabranded retail in Japan.Royal CopenhagenEsteemed Danishporcelain companyRoyal Copenhagenbecomes part of Fiskars.Net sales by business areaEUR millionHome 43%Garden 38%Outdoor 18%Other 1%2 Fiskars 2012Fiskars 2012 3

STRATEGYTowards Tomorrow’s Fiskars: A world class branded consumergoods companyFiskars’ strategy aims to get our iconic productsinto the hands of engaged consumers all overthe world and we have the business model andorganization designed to ensure that we do thisin the smartest way possible. We have the abilityto create best-selling, iconic products and buildstrong brands – and we also have access to thelargest trade accounts in the world. Togetherthese form a firm basis for realizing our globalambition.Since 2008 we have consistently evolvedtowards a focused and efficient brandedconsumer goods company. Fiskars has aclear ambition to grow: we want to outperformmarket growth while maintaining solid long-termprofitability.MissionOur mission is to enrich lives with lasting productsthat increase enjoyment and solve everydayproblems through their functionality, innovationand design.VisionOur vision is to be a global company that delivers:• Brands that people desire• Lasting products that bring joy• Offerings that cater to category leadership• Best-in-class trade relations and uniqueaccess to global key accounts and• Excellence in sales and executionAmbitionOur ambition is to get our unique products intohomes, gardens and backpacks everywhere byintelligent engagement with consumers.Steps to growthStep 1: From holdingcompany towardsintegrated consumergoods company• New management, strategyand structure.Step 1Step 2: Creating theplatform for growth• Focus and group-wide integration• New operating and businessmodels• Unified processes and systems• Refined category and brandstrategies• Strong sales organizationStep 3: Deliveringresults• Becoming preferred supplierto global key accounts• Excelling in execution• Gaining market share• Entering new categories• Entering new markets2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020Strategic agendaStep 2Step 3In the past, Fiskars used tobe organized as a group ofindependent companies,with the parent companyacting essentially as a holdingcompany. The new strategy,launched in 2008, is verymuch about driving futuregrowth. The overall goal is tobecome an agile and moreintegrated company with aportfolio of growing, profitablebusinesses. To drive thischange, we have definedcommon processes and arebuilding integrated systemsto bring efficiency to ouroperations and to increasefocus on selected businessesand brands.Strategy for growthToolbox Growth drivers TargetInspired and engagedemployeesStrong financial positionGlobal ambitionsStrong brandsIconic productsOrganic growthGain market share in currentbusinesses and marketsEnter new categoriesAcquisitionsExpand to new, potentially high growthmarketsOutperformingmarket growth whilemaintaining solid longtermprofitabilityFocusEfficiencyGrowthTheme Actions in 2012• Strong business area focus• Specialist premium brand portfolio• Optimized product range for selected categories• Simplified structure• Integrated business processes• Demand-driven supply chain• Consumer-focused product development• Innovative R&D• Commercial expansion53 % ► 70 %The share of our key international brands in sales has grown from 2007• Ebert and Sankey combined into one containergardening offering• Rörstrand and Leborgne elevated to regionalbrands• Business platform program progressedaccording to plan• Regional financial service center for EMEA wasestablished• Operational efficiency in own manufacturing unitsincreased in EMEA• A new sales organization instituted to drivegrowth across markets• Expansion of Iittala store network continued• Market position in Central Europe for both Gardenand Kitchen strengthened• A dedicated European Gerber sales team• Acquisition of Royal Copenhagen6 Fiskars 2012Fiskars 2012 7

Sustainability, thecornerstone for ourlong-term successFiskars sees the entire life-cycle of its products and its commitmentto lasting design and durable products as fundamental to itsapproach to sustainability. We strive to continuously improve oursustainability performance, and in 2012 we continued to work on oursustainability program. Our main focus has been on a transparentand sustainable supply chain and developing leadership skills tomatch our global ambition.Lasting designMany of our products last for generations, andwe strive to offer products that support sustainableconsumer choices.Fiskars Quantum range of cutting toolscelebrates Scandinavian design with an emphasison the use of natural materials. Central toour product development is that the rangeincludes replaceable blades and springs andall the parts are durable and easy to maintain– underlining our ethos to deliver lastingdesign at its best.We have chosen our own and unique approachto sustainability, which evolves from the verycore of our existence; lasting design and functionalityof our products, and builds on our Codeof Conduct and our values. We consider ourdesign throughout its entire lifecycle – from rawmaterials to recycling. Our four sustainabilityfocus areas are: lasting design, responsiblemanufacturing, caring for people and communities,and long-term profitability.Fiskars has an ambition to outperform marketswhile maintaining our emphasis on long-termprofitability. Good economic performance andfinancial responsibility are important prerequisitesfor the company’s long-term success.In addition, Fiskars generates prosperity in thesociety through, for example, employment,taxes, and procurement.To learn moreabout oursustainabilitydirection, and howwe develop our sustainabilityperformance, visit ourwebsite for more informationwww.fiskarsgroup.comPackagingThe functions of packagingare to protect theproducts and to be acommunications channelto our consumers. AtFiskars we aim to optimizepackaging and to userecycled or renewablepackaging materials.Gerber’s new packagingdesign introducedmore environmentallyfriendly materials andreduced plastic usage by48%.Caring for people and communitiesWe want to run and grow our business in a sustainable manner.We are committed to taking care of people involved in creating ourproducts, and to contributing to the communities where we operate.In 2012 Fiskars defined its philanthropic umbrella, statingthe areas where we support local organizations in thecommunities where we operate through donations: Our future –Children, Our environment – Nature, Our past – Culture.Our future – ChildrenWe seek to nourish our futureand believe that every childis entitled to have a safe andhappy childhood. To enhancethis effort we started national co-operation with SOS Children’sVillages in Finland.Through the partnership we aim to support the young peopleleaving a SOS Children’s Villages with a “Fiskars Start-Kitfor your Home & Kitchen”, a basic set of dishes, cutlery, pans,and other practical items.Our environment – NatureFiskars’ Project Orange Thumb ® is a community gardening initiativeproviding groups with the tools, materials and resourcesthey need to create beautiful and productive communitygarden spaces. In 2012, we distributed 10 garden grantsmade up of tools and cash to community groups across NorthAmerica and transformed empty lots into a fruitful communitygardens in San Antonio, Texas and Ottawa, Ontario togetherwith non-profit organizations – in a single day.Our past – CultureFiskars has over 360 years’ history of success which is proof ofearned trust that lives on in today’s unique atmosphere of thecompany’s birthplace, Fiskars Village.Responsible manufacturingFiskars has 16 own production sites. They are continuouslydeveloped to meet and exceed the latest standards of health,safety, environmental impact, and efficient energy use.Certifications regarding manufacturing brings transparency toFiskars’ operations and give us a framework for improvement.In 2012 we implemented the ISO14001 certified environmentalmanagement system in our construction tool factory anddistribution center in France. Today already 39% of our ownproduction volumes are manufactured in ISO 14001 certifiedunits.Read the whole list of our certified production units on ourwebsite.In 2012 we invested in a new heating system in Sorsakoskicookware factory in Finland and converted from heavy fuel oilto CO 2neutral wooden pellets.Our products are safe to use and manufactured from highquality materials. Through intelligent product development weaim to improve material efficiency and to increase usage ofrecycled materials.In Fiskars container gardening factory in Germany, 42% ofour total production volume is produced utilizing regranulatedplastic from e.g. the automotive industry.Extended responsibilityAt Fiskars we believe that close co-operation and long termrelationships with our suppliers are fundamental for a competitiveand sustainable supply chain. Fiskars requires its partnersto commit to principles covering labor and human rights, healthand safety, environmental impact, and business ethics.Suppliers are required to follow a Supplier Code ofConduct document, and audits are carried out to verify compliance.By the end of 2012 we have audited finished goodssuppliers representing approximately 89% of total volumessourced from Asia. 60% of suppliers were rated “satisfactoryor good”, and no suppliers were disqualified in the audits.The biggest challenges found were related to working hoursand safety at work at the factories.Read more about Fiskars Supplier Code of Conduct andhow we work with our suppliers on our website.89 % 60 %of finished product volumessourced from Asia havebeen auditedof suppliers were ratedsatisfactory or good10 Fiskars 2012Fiskars 2012 11

Iconic productsWe celebrate generations of essential objects that are made toenrich people’s everyday lives. Our products find their place witheveryone who loves gardening and cooking, exploring nature andthe great outdoors.Iconic products and strong brands are key to oursuccess. Fiskars has a legacy of making excitingproducts – products that solve everyday problemsand increase enjoyment through superiorperformance and design. We fulfill consumers’needs and emotions through our products andthe high quality, functionality and design thatcharacterize them. Indeed, consumer andcustomer thinking lies at the core of our success.Design is not just about the look and feel ofthe product, it is also about functionality andergonomics. Whether a product starts from anLegacy of iconic productsidea, a problem that needs a solution or simply aninsight, the product always relies on its design.We want to know about the people who use ourproducts, and get into their heads to be able tocome up with innovative products that outperformour competitors.Our aspiration is to do everything better andsmarter, and in a sustainable way. We want toenhance sustainability not just in production andlogistics, but by going a step deeper; by creatinglasting design.From idea to productStrong design and systematic brand management form the basis for product development work. The design of everyproduct starts with the consumer and understanding people’s everyday needs. New products are developed in closeco-operation with users, brand management and production, and the product creation process evaluates the commercialpotential of new ideas and concepts carefully.Concept designCombines different needs into a balanced product conceptConsumer needStrategic needBusiness needMarketing needProduct designCreates plans for project and business,defines product specificationDesign verificationCreates manufacturing tools and verifiesproduct performanceRamp upBuilds up capability for serialproduct and deliverySerial productionDelivery of products andcontinuous improvementAino Aalto1932Alvar Aalto-kokoelma1936Teema/Kilta1952Kartio1958Sarpaneva1960Awarded design 2012What makes a new product so outstanding that it can be described as a design icon? Design classics of the future are born whenproduct development intersects and cross-fertilizes with new design ideas.Mark II Knife1966Gator Knife1991Fiskars Classic1968PowerGearLopper1995Birds by Toikka1972PowerGearoksasakset PRO1997Axe Sharpener1987Tools1998Kivi1988MP600Multi-Plier1998GOOD DESIGNFiskars AdvantEdge ® Punch SystemFiskars Detail Scissors/Seam Ripper Combowith OrganizerFiskars Easy Change Ergo Control RotaryCutterFiskars Fuse Creativity System ®Fiskars Power Curve ® GripEase BypassPrunerFiskars PowerGear ® Bypass PrunerFiskars Power Tooth ® Softgrip ® D-handle SawFennia Prize, Honorary mentionFiskars Xsharp Axe and Knife SharpenerHackman Rotisser, Cookware CollectionIittala Kaasa, Interior Fireplace,Ilkka SuppanenIittala Vitriini, Box, Anu PenttineniF Gold AwardIittala Vitriini, Box, Anu PenttinenNational Geographic AdventureGear of the Year: Gerber Steady Multi-ToolOutdoor CanadaBest of 2012: Gerber Myth SeriesReddotBest of the best: Fiskars Quantum RangeBest of the best: Iittala Kaasa, InteriorFireplace, Ilkka SuppanenWinner: Iittala Allas, Candle Holder,Andreas EngesvikWinner: Iittala Lempi, Glass, Matti KlenellWinner: Fiskars Xsharp Axe and KnifeSharpenerWinner: Fiskars Xtract Retractable SawGear JunkieGear of the Gear: Gerber Venture KnifeUniversal Cutter1998Large GardenLeaf Rake2002Weed Puller2004Splitting Axe X172011Gerber BGUltimate Knife201112 Fiskars 2012Fiskars 2012 13

homeDecorating the home is a simple pleasure all can share. We aim tobring joy to homes around the world through the pleasure of homedecoration, setting tables beautifully and products that make lifeeasier. Our ambition in the Home business is to be recognized asa globally leading company renowned for its Scandinavian designand functionality.Our approach relies on building from andmanaging our business through the mostconsumer-relevant and brand consistent categories,starting with consumers and the activitiesthey love.In EMEA, our focus is on the Living and Kitchenbusinesses, reflecting different product categoriesand sales channels. In the Americas, ourbusiness is currently focused on products forSchool, Office and Craft (SOC).We are strong in the Nordic countries and inNorth America, but our ambition is to expandbeyond these markets. For Living with Iittala as aspearhead, we are focusing on the opportunitiesin Central Europe and Asia, with great results,for example in store openings in Japan and newshop-in-shops in France. The acquisition of theesteemed Danish brand Royal Copenhagencompletes Fiskars’ brand portfolio in dining andNet salesOf groupnet sales322.8EUR million43 % 1,475further strengthens our position is Asia. Kitchenwith Fiskars as the key brand is focusing onCentral and Eastern Europe.Our growth strategy is about winning the gamein the retail space and in the digital world, and weare utilizing every opportunity to strengthen thebrand story and engage our consumers.Opening an international Iittala web store and aFiskars web store in the Americas was one of themilestones on our growth strategy in 2012.Over the past years, we have activelyexpanded our offering into new categories,such as interior design. With the launch of theFuse Creativity System ® mid-year, we expandedour crafting expertise and entered the largestsegment in paper-crafting tools – die-cutting. Weplan to continue to expand our die-cutting platformin the future with new die designs.Personnel(FTE) Highlights Markets• 32 new Iittala stores and shop-in-shops• New points of sale in Central and EasternEurope for Kitchen• Opening of new web stores• Acquisition of Royal Copenhagen• Launch of Fuse die-cutting system• Markets where welead: NorthAmerica (SOC),Scandinavia(Living and Kitchen)• Expansion markets:Central and Eastern Europe (Living andKitchen), Asia (Living)Consumeractivity Category Brands Distribution channelsPreparing Kitchen: knives, utensils, cutlery Fiskars Mass distribution in super and hypermarkets,department stores, onlineCooking Kitchen: cookware, pans, kettles Fiskars, HackmanstoresDecoratingLiving/Interior: votives, vases, objetsd’artIittala, Royal CopenhagenTable setting Living/Dining: tableware, glassware Iittala, Arabia, Rörstrand,Royal CopenhagenWorking Cutting: scissors FiskarsCreating Scissors, punches, die-cutting tools Fiskars“Our new categorybasedapproachprovides the right toolsfor the sales to win thegame – both in retailspace and in digital.”–Teemu Kangas-Kärki,President, Home“Our vision is to becomethe undisputed leader iniconic lifestyle tools thatcreate a better life.”–Paul Tonnesen,President, Garden &SOC, AmericasDepartment stores, design stores,own retail, online storesHypermarkets, specialist stores,online storesSarjaton – shaped by tradition, tailored fortodayThe launch of this groundbreaking series was asuccess in 2012 in the Nordiccountries as well as in CentralEurope. Six designerswere involved increating this newseries (or “no-series”as the name is inFinnish) that givesconsumers the freedomto combine pieces into unique combinations.Innovative Fuse Creativity System ®In 2012, we built upon our three-century heritage of delivering innovative cuttingtools with the launch of the Fuse Creativity System ® . It is the only machine thatcombines die-cutting and letterpress printing in one easy pass, to instantly addcolor, texture and shape to bring creative ideas to life with professional-lookingembellishments. It exceeds basic die-cutting functionality through product innovationand consumer-inspired features, enabling users toget more done in one easy step. Fiskars Fuse was releasedmid-year and sold out in less than 24 hours during its worldlaunch on the Home Shopping Network (HSN). Additionalonline and in-store retail distribution followed throughoutthe second half of 2012.New technology: Hackman NOHIn 2012 Hackman launched the innovative NOH(Non-Overheatable) technology infrying pans. This means thatthe temperature cannot risebeyond 230°C. The pancannot therefore bedamaged by overheatingand there is no dangerof fats and oils catchingfire. NOH Hard Face istechnologically uniqueand, with inductioncookers becomingincreasingly popular,also very timely. Aboveall, with NOH the joy ofcooking rises to anotherlevel.16 Fiskars 2012Fiskars 2012 17

gardenFiskars is a globally leading brand in garden hand tools, focusingon functional, easy to use tools that make the gardening experiencemore enjoyable. Our mission is to reinvent the user experiencethrough uniquely functional and user-friendly solutions and tobecome the global number one.For us it is critical to outperform the competitionin the area of innovation and offering renewal.Hence we have increased our new product developmentresources, built a new test laboratory andan international network with gardening schoolsand construction related institutions. Our role isforemost to be the dynamic developer of innovativesolutions - this is what consumers and thetrade expects from us.In America, we are the number one brand inpruners, loppers and hedge shears and our productsare easy to find in the top North Americanretailers. Innovative product development,strong relationships with retail customers, andincreased brand awareness among end usershas positioned us well for continued growth in themarketplace.In Europe we have reached our goal ofdeveloping the Fiskars brand into one of the twoleading brands for garden hand tools, and nowNet salesOf groupnet sales287.6EUR million38 % 1,333our focus is to strengthen our footprint. Duringthe last three years we have successfully builtinternational brand awareness through targetedmarketing campaigns and consistently increasedour market share. In 2012, we continued tobuild brand and product recognition with TVadvertising campaigns focused upon Germany,France, UK and Russia. This resulted in furtherstrengthening of our market position despite challengingmarket conditions.Our new category-based business unitsrepresent centers of excellence that have their fullfocus on relevant product areas and enable us toleverage new opportunities and expand into adjacentcategories. The consolidated EbertSankeyoffering is now being launched and our new ambitionhas already improved our market position forcontainer gardening. Within construction tools,the new safety concept Nanovib from Leborgne isexciting and will open up European possibilities.Personnel(FTE) Highlights Markets• Market share gain in Germany and France• Strong growth in Eastern Europe• Launch of combined EbertSankeyoffering• Markets wherewe lead: NorthAmerica, Nordiccountries, Centraland EasternEurope, AustraliaConsumer activity Category Brands Distribution channelsForestry and wood-splitting Axes, saws, forestry tools Fiskars, LeborgneDigging and shoveling Spades, shovels, drills, forks Fiskars, LeborgneCultivating Rakes, hoes, weeders, planters Fiskars“The impact of theFiskars brand is visiblethrough our continuedexpansion of garden tooldistribution in retail channelsthroughout NorthAmerica.”–Paul Tonnesen,President, Garden &SOC, Americas”Fiskars brand is nowone of the two strongPan-European brands forgarden hand tools.”–Thomas Enckell,President, Garden,EMEAFiskars QuikDrillThe creation of FiskarsQuikDrill offers acompletely new wayto dig down into thesoil. Whether plantingtrees, draining soil orinstalling fence postsFiskars QuikDrill, isa neat efficient solutionthat takes the strain outof deep digging – upto 60 cm down. Witha lightweight steelshaft, comfortable anddurable FiberComphandle and three fixedblade options, FiskarsQuikDrill exemplifiesFiskars innovativeapproach to typicalgardening challenges.Fiskars QuantumScandinavian quality and design exemplifies the newand complete Fiskars Quantum cutting tool rangeof pruners, hedge shears and loppers. Designed toinspire, Fiskars Quantum leaps forward in style andinnovation with the range’s combination of smooth,light and strong aluminum bodies, superior bladesand signature TruGrip cork handles. FiskarsQuantum range received the prestigious red dotdesign award - best of the best in 2012.Plant carePruners, loppers, grass shears,hedge shearsFiskarsLawn care Weed pullers, reel mowers, rakes FiskarsYard and path cleaning Snow tools, brooms FiskarsGrowing, decorating, rainwaterharvestingPottery, water butts, sprayers, cansFiskars, EbertSankeyFixing and building Construction and striking tools, shears Fiskars, LeborgneMass distribution in DIY stores,garden centers and hypermarkets,online storesPower Gear ®Fiskars PowerGear ® tools feature a patentedgearing mechanism that reduces effort andamplifies a user’s ability to perform gardentasks. These non-circular gears transfer theenergy from a wider range of motion, maximizingforce near the middle of the cut whereresistance is greatest.18 Fiskars 2012Fiskars 2012 19

outdoorFiskars Outdoor offers a wide range of innovative, reliable andessential products for people on the move. The business areafocuses on the Gerber brand globally and Buster boats in theNordic region. Gerber provides problem-solving, life-saving gear forrecreational and professional users sold through commercial andinstitutional channels internationally.Progress was made on several important strategicinitiatives during 2012 consistent with ourobjective of building a global brand platformfor Gerber, including establishing a dedicatedEMEA sales team. The expanded footprint withnew customers in key markets in EMEA, U.S. andCanada helped Gerber to deliver solid sales inthe commercial segment despite a challengingmacroeconomic environment. These results wereoffset somewhat by softness within the institutionalsegment related to government spendingreductions and a drawdown of active militarytroops.Other key initiatives included the launch ofuser-centric products, programs, packagingand merchandising solutions within an “activitybased”framework, which supported expansionof the portfolio and simplification of the consumershopping experience. The Gerber / Bear GryllsNet salesOf groupnet sales133.3EUR million18 % 405co-branded Survival Series evolved nicely overyear two of the partnership with the introduction ofmany new products and additional placement.The “Hello, Trouble” consumer marketingcampaign was the most diverse and ambitiousmarketing effort in Gerber’s 73-year history.It included compelling print and digital ads,informative videos, a coast-to-coast expedition ina customized Gerber vehicle, tweets, blogs andphotos along the way, and a new website to showcasethe entire “Hello, Trouble” story to engageour growing social media fan base. The campaignexposed the brand to millions of new consumersaround the world and positioned Gerber as morethan just a knife company.Buster boats are the most popular aluminumboats in Finland, Sweden and Norway. In 2012Buster maintained its position as the marketleader for versatile leisure boating.Personnel(FTE) Highlights Markets• International sales office for Gerber• “Hello, Trouble” campaign• Succesful new boat launches• Markets where welead: NorthAmerica (Gerber),Scandinavia (Boats)• Expansion markets:Europe (Gerber)Consumer activity Category Brands Distribution channelsDaily use Pocket knives, multi-tools, lights Gerber, GuardianHiking and campingHuntingPocket knives, multi-tools, gearand accessoriesKnives, multi-tools, gear andhunting accessoriesGerber, Gerber/Bear GryllsGerberIndustrial/professional Knives, multi-tools, lights GerberMilitaryEmergency response, police,tacticalKnives, multi-tools, lights, spades,accessoriesKnives, multi-tools, lights, spades,axes, accessoriesGerberGerber, GuardianMass, sporting goods retailers,outdoor retailers, DIY/hardware,industrial distribution, onlinestoresGovernment, military exchanges,military distributors, mass,outdoor retailers, uniform stores,online storesLeisure boating Aluminum boats Buster, Drive Boats Boat dealerships“I’m encouraged by theprogress made on our longterm strategy – developingour assortment, expandingdistribution, building theGerber brand, and securingsocial engagement of Gerberfans around the world.”–Jason Landmark, President,Outdoor, Americas“In 2012, Buster furtherincreased its market sharein key export markets andsustained a clear marketleader position in Finland.”–Juha Lehtola, President,BoatsMP600-ST Multi-PlierIt’s extremely difficult to improve on a Gerber Militaryclassic, but Gerber has done it with development andlaunch of the MP600 Sight Tool. Built with the same onehandedopening technology as MP600, the updatedversion has a longer Phillips driver, a combinedserrated and fine edge blade, a carbon scraperfor weapons maintenance and a newly designed,super-durable front sight adjustment tool. TheMP600ST is Gerber’s new standard in Militaryissue multi-pliers. Gerber supported the launchwith videos, collateral and a PR effort focusedon military and tactical media.Buster SuperMagnumFiskars Boats launched numerous new products both for Busteras well as Drive Boats. The most important product launchescompleted the range both at the top end as well as at the step in endof the range. The new flagship, Buster SuperMagnum is the largest,most comfortable, and fastest Buster ever. The Buster Mini, on theother hand salutes the roots of the Buster boat brand, being a small,rowable outboard boat suitable for every lake and summer cottage.Myth Hunting SeriesGerber’s fall 2012 launchof an all-new 13-productcollection of innovativeproducts targeted today’smodern hunter. The Mythseries includes fixed bladeand folding knives, a headlamp,a saw, a sharpener,common design languageand many commonfeatures. The series waslaunched and supportedby a digital, social and printadvertising campaign,and achieved very strongcommercial placement.20 Fiskars 2012Fiskars 2012 21

Fiskars CorporationHämeentie 135 AP.O. Box 130FI-00561 Helsinki, FinlandTel +358 204 3910info@fiskars.fiwww.fiskarsgroup.com