Fiskars to market own-brand garden tool products

Fiskars Brands UK is to market its own range of garden products, using the Fiskars' black and orange livery, under the Fiskars brand from this week.

Fiskars will also no longer produce garden tools using the Wilkinson Sword trademarks.
Fiskars Brands UK managing director Andrew Smith said: "We have had a long and mutually beneficial relationship but the market has changed and we will enjoy a far stronger range of benefits under our own branding."
Fiskars will spend £2 million in advertising, market research and marketing support on the rebranding.
Smith added: "We're planning a three-year investment programme to drive the brand and build even stronger trade partnerships.  We will be promoting Fiskars' products as performance tools as our research shows that consumers prefer specialist products and are willing to pay a premium for these brands."
In its 2009 Omnibus survey, Fiskars found that 79.5 per cent of gardeners chose ease of use over brand name when buying garden cutting tools.
Consumer research also showed 65.7 per cent of gardeners would choose heritage, innovation and ergonomic design over price and brand name.
Fiskars-branded garden tools will roll out into retail from September this year.

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