Gardena Division

Share of Group Net Sales
Operating income and margin

The Gardena brand enjoys strong brand awareness and recognition in the consumer segments in the European markets.

The main focus is on end-users with a passion for gardening. These users take pride in crafting unique results and truly enjoy the different activities involved in gardening. For this reason, they demand reliable, user-friendly products with high quality.

A leader in consumer watering and hand tools

The Gardena Division offers the broadest range of gardening products in its markets and leads the market in Europe for watering and hand tools. The product range is characterized by a solution and system character and much of its success has come from systems such as the Original Gardena System in watering products (garden hoses, connectors, nozzles, sprinklers) and the Gardena Combisystem for hand tools (soil cultivation and cutting tools such as secateurs, loppers). To satisfy the demands of the growing urban population, a new range of garden products for smaller city gardens and gardening on balconies, terraces and rooftops was introduced. The division’s customer support is also an advantage, for example, for offering watering planning and availability of products and parts. Maintaining this strength and leveraging it further into online sales is important going forward.

Growing in robotic and electric, launching connected products

Electric and battery-powered products, such as robotic mowers built on the great experience from Husqvarna Automower®, lawn mowers, trimmers, hedge cutters and shrub shears are also included in the offering. Further building on these positions is key since they are the fastest growing segments. In 2016, Gardena introduced the Gardena Smart System, a new solution enabled by connectivity and Internet of Things (IoT) technology that is the first of its kind on the market. The system connects intelligent garden sensors, watering equipment and controls, and robotic lawn mowers. A smart phone application lets the consumer control and monitor the devices to optimize and automate watering and mowing.

Profitable growth agenda

The division’s core markets are Germany, Austria, Switzerland, Belgium and the Netherlands. Gardena is also well represented in other areas of Europe as well as in Australia, Canada and South Africa. There are significant opportunities to expand beyond the core markets as well as to leverage on Gardena’s brand strength into new or adjacent product categories. 

Read more about: 

The Gardena smart system

Comments from Sascha Menges,  President Gardena Division on the activities 2016

 

Priorities

  • Geographic expansion
  • Further strengthening of the brand
  • Multi-channel distribution
  • Innovation such as Gardena Smart System expansion
  • Operational excellence

Brand

  • Gardena

Product range

  • Watering management: garden hoses, connectors, reels and sprayers; sprinklers and sprinkler systems; water pumps and watering controls.
  • Corded and battery-powered products such as robotic mowers, trimmers, hedge cutters and shrub shears.
  • Garden tools such as secateurs, loppers, axes, digging tools and winter tools.
  • Smart products such as the Gardena Smart System

End-customers

  • Consumers - the passionate gardener

Distribution channels

  • Retail-centric
  • Multi-channel

Main competitors

  • Hozelock
  • Fiskars
  • Kärcher
  • Bosch Group