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Husqvarna | Company Profile, Marketing Contacts, Media Spend, Brands




Stockholm-based Husqvarna is a manufacturer and retailer of lawn and garden maintenance equipment.

Main Telephone 01325 302 302
Main Fax 01325 310 339
Primary Address
Preston Road
Aycliffe Industrial Estate
County Durham, County Durham DL5 6UP
England

Husqvarna Contacts

Contacts (4)
Name Title City
Howard S. Regional Director, Consumer Brands - UK&I County Durham
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: 01325 302 302
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Preston Road
Aycliffe Industrial Estate
County Durham, County Durham
DL5 6UP
England

Ken B. Sales & Marketing Director - UK County Durham
Julie B. Global Product Manager County Durham
John T. Head, Marketing & Sales County Durham

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Flymo *
Husqvarna *****
Husqvarna - Corp *

Agency Relationships


Brand Agency Service From To
***** ******** ** media buying & planning unknown present

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WinmoEdge

Close Watch – Score 55: Husqvarna loses VP marketer, competition forces new marketing strategies


Subject: Digital, Social, Print, Mobile. 

Company: Husqvarna UK (

Opportunity: The Swedish robotic lawnmower retailer is looking to grow awareness among Brits, as awareness of robotic lawnmowers here is “significantly lower than in Europe,” according to UK Sales and Marketing Director Ken Brewster.

To do this, Husqvarna has started off the year with a promotional giveaway worth £300k, hoping to appeal to those perfect English lawn owners, which have created the “world-wide reputation of being immaculate, lush and of course striped.”

These efforts follow the December hire of Howard Scott as the group’s UK and Ireland regional director for consumer brands, a division that is looking to turn around financial performance by 2020. This is harder due to fierce competition in the mass consumer segment and success relies on things like the housing market, employment levels and consumer confidence.

This month, Husqvarna appointed Paul Lynch as the acting VP of sales and marketing for the Consumer Brands division in the EMEA and APAC region, following the departure of Sebastian Poccard, who left for Hiab. A new marketing strategy and budget is very plausible since this segment declined 10% in the full year of 2015. 

Agencies and sellers are encouraged to reach out since major overhauls should start taking place in a year, maybe sooner. 

Additional Information

Experience: Mr Scott joins after having spent the last four years as Elho’s UK and Eire boss. He previously worked with Fiskars UK. Mr Lynch has been the company’s finance director for consumer brands in the EMEA and APAC regions since last January, 

Media Spend: The company spends the majority of its annual ad budget in Q2.

Digital Breakdown: Last year, the brand ran only 31 standard ads with 19 publishers (5% mobile), according to Moat UK. Of those ads run, 82% were published site-direct versus programmatic. Top ad destinations included louisianasportsman.com, motomagazine.co.uk and theguardian.com.

The year before, the company ran 27 standard ads with 209 publishers, 38% of which were run publisher-direct. Top ad destinations in 2014 were 4music.com, independent.co.uk and standard.co.uk. 

Competitive Space: The Garden product market industry is expected to grow approximately 24% over the next five years, according to Mintel.

Retailers in the industry are expected to participate in heavier marketing, persuading consumers to come in store rather than shop just online. Generally, price competition is intense, but even more so for entry point consumer products. Some of Husqvarna’s competitors includes Stiga, Hozelock, Stihl, John Deere and Toro. 

Agency Roster: Mediacom UK handles Flymo’s media planning and buying account. 

Husqvarna UK
Preston Road Aycliffe Industrial Estate Newton Aycliffe County Durham County Durham DL5 6UP England, 01325 302 302

Mr Paul Lynch
Acting VP of Sales and Marketing
paul.lynch@husqvarna.co.uk

Mr Howard Scott
Regional Director UK/IRE Consumer Brands
howard.scott@husqvarna.co.uk

Mr Andrew Eastaugh
Trade Marketing Manager – UK
andrew.eastaugh@husqvarna.co.uk

Mr Ken Brewster
Sales and Marketing Director 
ken.brewster@husqvarna.co.uk