ANNUAL REPORT 2013

BUSINESS

HOME

We aim to bring joy to homes around the world through breathtaking home décor, beautiful table settings and tools that make life easier. In the Living business, we strive to be recognized as a globally leading company renowned for its Scandinavian design. For the Fiskars brand, our vision is to be the leader in must-have tools for the home.

We are strong in the Nordic countries and in North America, and our ambition is to expand beyond these markets. Iittala is a spearhead for the Living business with a growth focus on Central Europe and Asia. New lighting items and storage solutions strengthen Iittala’s interior collection and take its timeless design to new areas in the home. Iittala celebrated several milestones in its international expansion in 2013. Expansion into Asia continued with the opening of the first large-scale Iittala store in China and the first flagship store outside Tokyo in Japan. Opening a showroom and shop-in-shop in Milan was a natural step forward in Central Europe.

The acquisition of Royal Copenhagen further strengthened Fiskars’ position in Denmark and Asia. Royal Copenhagen has a strong presence in Japan, South Korea and Taiwan through both its own retail network and premium trade channels. Fiskars is the key brand in the Kitchen business with a focus on building our presence in mass distribution in Central and Eastern Europe with new doors being opened across these markets. In the Americas, Fiskars continues to build upon its leading position in scissors and categories including crafting and office tools. Innovative product launches such as Fiskars Amplify scissors gave us the opportunity to increase the number of Fiskars products in our retailers’ outlets. In 2013, we continued to collaborate with our key retail partners to maximize in-store and digital marketing executions, resulting in enhanced inspirational signage as well as social media sharing.

Royal Copenhagen Korean Bowls

Royal Copenhagen has a strong presence in the Asian market. One of the success stories for Royal Copenhagen in 2013 was Korean bowls. This extension shows the importance of adapting to the local food culture in order to create market relevant products. The use of rice bowls in Korea differs from other countries in Asia. In Korea a rice bowl must be stable on the table, it is not held in the hand.

 

Essence Plus

Designed by Alfredo Häberli and launched in 2001, the Essence wine glass collection focused on the essential. Essence Plus brings a new dimension to the wine glass. It takes the glass a step forward, breaking the mindset of white wine and red wine glasses and placing the focus on the characteristics of the wine itself.

 

Iittala interior

Iittala has entered the interior category with success. In 2013 Leimu and Lantern brought new dimension to lighting. Leimu lamp, by the young designer Magnus Pettersen, with its strong concrete base and a glass lamp inspired by traditional lampshades, is a brand-new lighting fixture where sensitivity encounters strength. Harri Koskinen’s sculptured candle holder Lantern was designed in 1999 and in 2013 this iconic classic was reborn also as an electric version. Iittala’s new storage solutions – the Vakka plywood box and the Meno felt bag – offer solutions for everyday storage. The design of these sturdy, multipurpose objects reminds us that useful containers can also be a beautiful part of the interior.

 

Amplify

Fiskars introduced the world’s first smart scissors with the launch of the Amplify Shears collection. Featuring patent-pending technology that successfully cuts a wide variety of thick and heavy materials, Amplify Shears meet the needs of seamsters and seamstresses, crafters and mixed media artists working with more adventurous materials than ever before. Well-received by both retailers and consumers, Amplify Shears display the next revolution in scissors technology.

 

Expanding License portfolio

Fiskars co-operation with Angry Birds – one of the top worldwide licensors – offers new opportunities to grow our licensing business on an international scale. Moomin products are expanding from Nordic to other European countries as well as in Asia, particularly in Japan. The third Fiskars Home licensing brand
Pippi & Emil is also expanding its markets outside the Nordic countries.

 

“Functional and desirable!
Our products meet both the rational and the emotional needs of our consumers.”

– Teemu Kangas-Kärki, President, Home

 

“Amplify Shears exemplify our efforts to understand the limitations of existing tools and create solutions that are better and smarter.”

– Paul Tonnesen, President, Garden & SOC, Americas

 

386.2
meur

Net sales

Highlights

Fiskars Home’s own branded retail network consists of around
200 Iittala stores and shop-in-shops and 120 Royal Copenhagen stores and shop-in-shops in Europe and Asia.

 
Consumer activity Category Brands Distribution channels
Kitchen: Preparing Knives, utensils, cutlery Fiskars
Mass distribution
in super and hypermarkets, department stores,
online stores
Kitchen: Cooking Cookware, pans, kettles Fiskars, Hackman
Living: Decorating Interior, lighting,
storage solutions,
votives, vases,
objets d’art
Iittala, Royal
Copenhagen
Department stores, design stores,
own retail,
online stores
Living: Table setting Dining: tableware,
glassware
Iittala, Arabia,
Rörstrand, Royal Copenhagen
Working Cutting: scissors  Fiskars Hypermarkets,
specialist stores,
online stores 
Creating Scissors, punches,
die-cutting
tools
Fiskars