Fiskars

Fiskars Group is a Finnish multinational consumer goods company specializing in design-driven brands for indoor and outdoor living, renowned for its timeless and functional products such as gardening tools, kitchenware, and crafting implements.^[1] Founded in 1649 as an ironworks in the village of Fiskars, Finland, by Dutch merchant Peter Thorwöste under Swedish rule, the company is one of the oldest industrial enterprises in the Western world and Finland's oldest operating business.^[2][1] Over centuries, it evolved from iron production and cutlery manufacturing—establishing Finland's first cutlery mill in 1832—to a global leader in consumer products, with key milestones including the 1915 listing on the Helsinki Stock Exchange and the 1967 launch of its iconic orange-handled scissors, of which over one billion pairs have been sold worldwide.^[2] Headquartered in Espoo, near Helsinki, Fiskars Group operates in 29 countries, sells in over 100 markets, and employed 6,634 people as of September 2025, generating net sales of €1,157.1 million in 2024.^[3][1][4] The company's portfolio includes lifestyle brands emphasizing craftsmanship, sustainability, and innovation, with a purpose to pioneer design that makes everyday activities extraordinary.^[1]

History

Founding and early development

Fiskars Ironworks was established in 1649 by the Dutch merchant Peter Thorwöste in the village of Fiskars, located in what was then Swedish Finland (modern-day southwestern Finland). Thorwöste received a royal privilege from Queen Christina of Sweden to mine local iron ore, operate a blast furnace for cast iron production, and use a bar hammer for forging iron products, marking the beginning of industrial activity in the region.^[5][6] The initial focus was on basic metal goods essential for agriculture and daily use, including nails, wire, hoes, knives, and cast-iron items such as pots, with bar iron exported primarily to Sweden.^[6] By 1656, the workforce had grown to 54 employees, operating on a small scale with water-powered hammers and bellows to drive production.^[7][6] The early years were marked by significant challenges, including the impacts of the Great Northern War (1700–1721), which disrupted operations, reduced the workforce, and strained the local economy amid broader regional conflicts. Ownership changes further shaped the ironworks' trajectory; after Thorwöste's death in 1660, control passed through several hands before Bengt Magnus Björkman acquired it in 1783 along with the nearby Antskog ironworks and Finland's first copper mine at Orijärvi.^[6] Under the Björkman family, production shifted temporarily from bar iron to copper processing to capitalize on the mine's output, producing specialized items like axes and sickles alongside refined copper, though the ore deposits depleted by the early 1800s, leading to the blast furnace's closure in 1802.^[5][2] In 1822, apothecary Johan Jacob Julin purchased the site, revitalizing iron production and introducing innovations to sustain operations.^[5][6] Fiskars played a pivotal role in the local economy by evolving into a self-sufficient industrial community, providing housing, infrastructure, and essential services for workers and their families to support continuous operations in the remote valley. Water-powered facilities, including hammers for forging agricultural tools and hardware, underscored the reliance on the site's natural resources, fostering a model of integrated industrial living that attracted laborers despite the era's hardships.^[7][8] By the early 19th century, under Julin's leadership, the village began incorporating educational and health facilities, such as a school and hospital, to enhance worker welfare and productivity.^[5] This period laid the groundwork for diversification, with production gradually transitioning toward cutlery in the 1830s.^[5]

19th-century expansion

In 1822, the Fiskars ironworks was acquired by Johan Jacob Julin, an apothecary from Turku who later became ennobled as von Julin, marking a pivotal shift toward modernization and diversification.^[5] Under his leadership, significant investments were made in machinery and infrastructure, transforming the site from rudimentary iron production to a more industrialized operation. This culminated in the establishment of Finland's first cutlery mill in 1832, where production expanded to include high-quality knives, forks, and tableware, initially employing 17 skilled workers in a fine forging workshop.^[2][7] The 1830s and 1840s saw further technological advancements, including the introduction of steam power through the founding of Finland's first machine workshop in 1837, which produced some of the earliest steam engines in the region, such as the one for the SS Helsingfors in 1838.^[9] Factory expansions followed, with new facilities along the lower rapids for cutlery and forging, a foundry added in 1836 on the upper rapids, and a rolling mill constructed between 1853 and 1866.^[7] These developments dramatically boosted output, enabling the production of thousands of edged tools and iron products annually by mid-century, supporting Finland's emerging industrialization.^[10] By the latter half of the century, Fiskars had become a major supplier of edged tools, with exports accounting for about 45% of its output in the 1890s, primarily to Russia and other European markets, facilitated by infrastructure like the Helsinki-St. Petersburg railway completed in 1870.^[7] The company's growing reputation for Finnish craftsmanship was highlighted through participation in international expositions, such as those in St. Petersburg in 1860 and 1870, where products like wooden ploughs were showcased to demonstrate industrial prowess.^[7] This export-driven expansion solidified Fiskars' role in Finland's industrial landscape during the 19th century.

20th-century innovations

Following World War I, Fiskars underwent significant modernization efforts, including the renovation of its rolling mill and the adoption of improved steel-refining techniques, which enhanced productivity and laid the groundwork for diversification into household tools such as cutlery and agricultural implements.^[10] The company also expanded through acquisitions, including Inha Works in 1917, which bolstered its metalworking capabilities for domestic production.^[11] During the interwar period, Fiskars focused on recovery amid economic challenges, producing items like ploughs to meet local demand and stabilize operations.^[6] The onset of World War II in 1939 severely disrupted Fiskars' operations due to raw material shortages, fuel rationing, and workforce constraints, yet the company survived by pivoting to essential domestic production, including agricultural tools and farm supplies that supported Finland's self-sufficiency.^[12] In the 1940s, Fiskars manufactured approximately 13,000 ploughs annually, fully covering national needs, while its village farms provided surplus groceries to mitigate wartime scarcity.^[12] Postwar recovery accelerated after 1948, driven by reparations demands from the Soviet Union and a restructuring for mass production, allowing Fiskars to shift from heavy industry toward broader consumer goods.^[2] A pivotal innovation came in 1967 with the launch of the world's first scissors featuring plastic handles, designed by industrial designer Olof Bäckström and featuring the iconic orange color chosen for visibility and ergonomics, paired with precision stainless steel blades.^[5] These scissors revolutionized cutting tools by improving grip comfort and reducing hand fatigue, becoming a global bestseller with over one billion units sold to date.^[2] Building on this success, Fiskars diversified further in the 1970s by entering the gardening sector, introducing tools like pruners that emphasized durable, user-friendly designs for home use.^[6] International growth accelerated with the establishment of a scissors factory in Wausau, Wisconsin, in 1977, marking Fiskars' entry into the U.S. market and facilitating export expansion to North America.^[10] In the 1980s and 1990s, Fiskars transitioned decisively from industrial manufacturing to consumer-oriented production, prioritizing innovative home and garden products that integrated ergonomic principles and modern materials.^[2] This era saw the development of specialized lines, such as Softouch scissors for users with limited dexterity, and acquisitions of firms like Werga-Tools GmbH in the late 1990s to strengthen its outdoor tool portfolio.^[6] By 1999, consumer products accounted for the majority of sales, reflecting Fiskars' evolution into a design-led company focused on everyday functionality.^[10]

Late 20th and 21st-century transformations

In the 1990s, Fiskars intensified its globalization efforts and brand consolidation by expanding its consumer products portfolio through strategic acquisitions, including garden irrigation systems from Aquapore Moisture Systems, Inc., to strengthen its position in international markets.^[10] This period marked a shift toward a more focused consumer goods strategy, building on earlier expansions like the 1987 acquisition of Gerber Legendary Blades, which bolstered its outdoor tools division with renowned knife manufacturing capabilities.^[13] The early 21st century saw significant growth through key acquisitions in the home and lifestyle sectors. In 2007, Fiskars acquired the Iittala Group for €230 million, incorporating premium tableware brands such as Arabia—originally developed under Wärtsilä's ownership—and Hackman, which helped establish the modern Iittala brand focused on Scandinavian design.^[14] Further expansion followed with the 2013 purchase of Royal Copenhagen for DKK 490 million (€65.7 million), adding iconic Danish porcelain to its portfolio and enhancing presence in Nordic and Asian dining markets.^[15] In 2015, Fiskars bought the WWRD group—which encompassed Waterford, Wedgwood, Royal Doulton, and related luxury brands—for $437 million, solidifying its role as a global player in premium home goods.^[16] Corporate restructuring accelerated in the late 2010s. In 2017, Fiskars implemented a new organizational structure dividing operations into Living and Functional strategic business units to streamline decision-making and growth.^[17] This was complemented by a visual identity refresh in 2018, emphasizing the company's purpose of "making the everyday extraordinary" across its brands.^[18] In October 2024, Fiskars announced plans to separate its two business areas into independent entities: Fiskars, focused on everyday tools including the Fiskars and Gerber brands, and Vita, focused on premium lifestyle products including Iittala, Royal Copenhagen, and WWRD brands. The operational separation took effect on April 1, 2025, and the legal separation is expected to be completed by the end of the first quarter of 2026, aiming to unlock distinct growth strategies for each.^[19][20]

Corporate structure

Headquarters and global operations

Fiskars Group's global headquarters is located in the Keilaniemi district of Espoo, Finland, at Keilaniementie 10, approximately 15 kilometers west of Helsinki.^[3] This modern facility serves as the central hub for strategic decision-making, research and development, and administrative functions across the company's international operations. Additionally, the historic Fiskars Village in Raseborg, Finland—where the company originated as an ironworks in 1649—functions as a key cultural and heritage site, preserving industrial artifacts, artisan workshops, and design exhibitions that highlight the company's legacy.^[21][22] The company maintains manufacturing facilities in key regions to support its diverse product lines, with 13 owned production units distributed across Europe, Asia, and the United States. In Finland, notable sites include the Billnäs Factory, which specializes in tools like scissors and axes, and the Iittala Glass Factory, focused on tableware production.^[3][23] In the United States, operations are centered at the Middleton, Wisconsin facility, which handles assembly and distribution for North American markets, while subsidiaries like Gerber Legendary Blades operate from Portland, Oregon.^[24][3] In Asia, manufacturing and assembly occur through owned units and partnerships, particularly in China and Thailand, where facilities produce components for global supply, emphasizing cost efficiency and proximity to regional markets.^[25][26] Fiskars Group employed approximately 6,600 people across 29 countries as of September 2025, fostering a multinational workforce skilled in design, manufacturing, and logistics.^[4] Its distribution network reaches over 100 countries, supported by around 500 owned stores—primarily brand outlets and flagships in the Asia-Pacific region—and extensive partnerships with major retailers such as Home Depot and Walmart.^[27][25] Regional offices facilitate localized operations, including sites in the United States (e.g., Middleton, Wisconsin), the United Kingdom (London), Germany (Eschborn), Sweden (Stockholm), and Hong Kong.^[3] To enhance efficiency and minimize environmental impact, the company prioritizes localized production strategies, aligning manufacturing closer to consumer markets while optimizing its global supply chain.^[28][29]

Business areas and divisions

Fiskars Group operates through two primary business areas: Business Area Fiskars and Business Area Vita, which together encompass its portfolio of design-driven consumer goods.^[30] This structure allows the company to address distinct market segments with tailored strategies, focusing on functional innovation in one area and premium luxury in the other.^[19] Business Area Fiskars centers on everyday consumer goods, emphasizing functional, design-driven products for home, garden, and outdoor activities. It includes categories such as gardening, watering, outdoor gear, scissors, creating tools, and cooking implements, with key brands like Fiskars and Gerber, the latter known for survival tools.^[30][19] This area targets practical needs in consumer lifestyles, leveraging durable and innovative designs to support daily tasks.^[30] In contrast, Business Area Vita focuses on premium tableware and interiors, offering luxury brands that highlight artisanal craftsmanship for high-end markets. It encompasses tableware, drinkware, jewelry, and interior products from brands such as Iittala, Royal Copenhagen, Arabia, Waterford, and Wedgwood, prioritizing aesthetic excellence and cultural heritage in dining and decor.^[30][19] This division caters to discerning consumers seeking elevated, story-rich experiences.^[30] The company's governance is overseen by a Board of Directors, with Jyri Luomakoski serving as President and CEO since October 2025.^[31] In October 2024, Fiskars Group announced plans to separate its two business areas into independent operations (effective April 1, 2025) and legal entities (expected completion in Q1 2026), a process that is advancing as of October 2025; this strategic move aims to unlock value by enabling focused growth and investment in each.^[19][4] This strategic move follows the completion of the company's "brands-first" approach and supports divergent paths for the areas' unique opportunities.^[19]

Acquisitions and owned brands

Fiskars Group has expanded its portfolio through strategic acquisitions of complementary brands in the consumer goods sector, particularly focusing on design-driven home and lifestyle products. In 1987, the company acquired Gerber Legendary Blades, a prominent American brand specializing in knives and outdoor tools, which bolstered its presence in the functional tools market.^[32] In 2007, Fiskars purchased the Iittala Group from ABN AMRO Capital for approximately €230 million, incorporating renowned Scandinavian brands such as Iittala (glassware), Arabia (ceramics), Hackman (kitchenware), Rörstrand, and others, thereby strengthening its position in Nordic housewares.^[33][34] Subsequent acquisitions further diversified the portfolio into luxury tableware and porcelain. In 2013, Fiskars acquired Royal Copenhagen A/S from Royal Scandinavia A/S for DKK 490 million (about €66 million), adding the iconic Danish porcelain brand known for its blue-and-white designs.^[15] In 2015, the company completed the purchase of WWRD Holdings from KPS Capital Partners for $437 million, integrating luxury brands including Waterford (crystal), Wedgwood (tableware), Royal Doulton, Royal Albert, and Rogaška, which expanded its global reach in premium home goods.^[16] More recently, in 2023, Fiskars fully acquired Georg Jensen from Investcorp for €124.7 million (enterprise value approximately €152 million), incorporating the Danish luxury lifestyle brand focused on silverware and jewelry, completing a shift toward high-end design offerings.^[35][25] As of 2025, Fiskars Group's owned brands encompass approximately 10 major entities across tools, kitchenware, and lifestyle categories, including its eponymous Fiskars brand (gardening and crafting tools), Gerber (knives and multi-tools), Iittala (glassware), Arabia (ceramics), Royal Copenhagen (porcelain), Wedgwood (tableware), Waterford (crystal), Hackman (kitchen products), and Georg Jensen (luxury design).^[36] Licensed collaborations, such as Moomin Arabia (featuring Moomin-themed ceramics under the Arabia brand), further enhance the portfolio without full ownership.^[35] These acquisitions have been strategically aimed at building a cohesive collection of design-led brands, transitioning Fiskars from its origins in ironworks and tools to a broader lifestyle goods company with a focus on Scandinavian and European heritage aesthetics. By integrating complementary product lines, the group has created synergies in design, manufacturing, and distribution, positioning it as a leader in premium consumer products sold in over 100 countries.^[16][35]

Products

Core product categories

Fiskars Group's core product categories span gardening and outdoor tools, cutting and crafting implements, kitchen and tableware items, and a range of lifestyle goods including survival gear and interiors. These categories reflect the company's focus on functional, design-driven products that enhance everyday activities, distributed through its primary brands such as Fiskars, Gerber, Iittala, and premium lines under the Vita business area.^[30][36] In the gardening and outdoor segment, Fiskars offers durable, ergonomic tools designed for home and professional use, including pruners, hedge shears, loppers, axes, mauls, machetes, and watering cans. These products emphasize precision cutting, lightweight construction, and rust-resistant materials to support tasks like pruning, chopping, and plant care, with Fiskars' X-series pruners exemplifying power-assisted mechanisms for reduced hand strain. Gerber complements this category with rugged outdoor equipment such as multi-tools and shovels tailored for camping and survival scenarios.^[37] The cutting and crafting category features high-precision scissors, rotary cutters, paper trimmers, and craft knives, catering to artists, sewers, and hobbyists with lines like the Fiskars Classic and Premier models. These tools prioritize sharpness, comfort grips, and versatility for materials ranging from fabric to heavy-duty paper, including professional-grade options with self-sharpening blades and ergonomic handles to minimize fatigue during extended use.^[38][39] Kitchen and tableware products encompass everyday knives, cookware, and cutlery under the Fiskars and Hackman brands, alongside premium ceramics, glassware, and dinnerware from Iittala and Arabia. This range includes stainless steel chef's knives with ergonomic handles, non-stick cookware sets, and handcrafted porcelain table settings, blending functionality with Scandinavian design aesthetics for both daily meal preparation and elegant dining. The Vita business area extends this to luxury items like crystal stemware from Waterford and fine bone china from Wedgwood, focusing on heirloom-quality pieces for tableware and drinkware.^[36] Additional categories include survival gear from Gerber, such as tactical knives and gear for outdoor enthusiasts, and interior lifestyle products like decorative vases and lighting accents from brands including Georg Jensen and Royal Copenhagen, which integrate artisanal craftsmanship into home aesthetics. These diverse lines collectively support Fiskars' mission to pioneer design in lifestyle goods across global markets.^[36][30]

Iconic and flagship products

Fiskars' iconic orange-handled scissors, introduced in 1967, marked a revolutionary shift in cutting tools as the world's first mass-produced plastic-handled scissors, designed by Finnish industrial designer Olof Bäckström.^[40] The ergonomic design featured a thumb grip and optimized blade geometry that reduced hand fatigue during prolonged use, making them accessible for both professional and household applications.^[2] The distinctive orange color, selected accidentally during prototyping but popularized through internal testing, became a trademarked element—Fiskars Orange™—in Finland in 2003 and the United States in 2007, with over 1 billion units sold worldwide since launch.^[2][41] In the 1990s, Fiskars expanded its gardening innovations with bypass pruners featuring low-friction coated blades that resist gumming and rust while maintaining sharpness longer through reduced friction during cuts.^[42] These pruners, with fully hardened precision-ground steel blades, enable clean cuts on living growth up to 5/8 inch thick, significantly improving efficiency for gardeners by minimizing maintenance needs.^[43] The design's emphasis on durability and ease of use established them as a flagship tool in Fiskars' outdoor product lineup, embodying the company's focus on practical innovation.^[42] The Fiskars X7 Hatchet, part of the X-series, is a lightweight yet powerful tool designed for chopping kindling and small- to medium-sized logs. It features an overall length of 14 inches and weighs 1.4 pounds, with a shock-absorbing FiberComp® composite handle that is virtually unbreakable and stronger than steel. The razor-sharp forged steel head incorporates advanced blade geometry and a low-friction coating for efficient cutting. It includes a plastic blade sheath for safe storage and transport.^[44][45] Following Fiskars' acquisition of Gerber Legendary Blades in 1986, the brand introduced the Bear Grylls survival series in 2010, a line of multi-tools and knives co-designed with adventurer Bear Grylls.^[13] These tools, including the bestselling Ultimate knife, incorporate lock-back mechanisms for secure blade deployment and one-hand opening for quick access in demanding outdoor scenarios.^[46] Built with high-carbon stainless steel blades and rubberized handles for grip in wet conditions, the series has become synonymous with rugged reliability, appealing to survivalists, hunters, and campers.^[47] Fiskars further diversified its portfolio through the 2007 acquisition of Iittala Group, integrating the design house's renowned glassware into its offerings.^[34] Among Iittala's flagship products is the Ultima Thule collection, created by designer Tapio Wirkkala in 1968, featuring tumblers and bowls with a textured surface inspired by melting Lapland ice, evoking fluid, organic forms.^[48] This handcrafted series, produced at Iittala's Finnish factory, exemplifies Scandinavian modernism through its clarity and subtle relief patterning, remaining in continuous production as a symbol of timeless Nordic design.^[49]

Sustainability

Environmental commitments

Fiskars Group has committed to achieving net-zero emissions across its operations and value chain by 2049, aligned with the Science Based Targets initiative (SBTi) 1.5°C pathway, with the net-zero target submitted for SBTi validation.^[50] To support this, the company aims to reduce Scope 1 and 2 emissions by 60% by 2030 from a 2017 baseline, achieving a 54% reduction as of 2024, and Scope 3 emissions from transportation and distribution by 30% by 2030 from a 2018 baseline, with a 44% reduction as of 2024.^[51][25] 81% of purchased electricity across group operations came from renewable sources as of 2024, with all owned Fiskars brand factories and the Hämeenlinna distribution center operating on 100% renewable electricity, including geothermal power at the Hämeenlinna distribution center, which achieves zero carbon emissions.^[25][51] In advancing a circular economy, Fiskars Group incorporates 23% recycled materials across its products as of 2024, with 26% of net sales from circular products and services, emphasizing the use of recycled and renewable materials to minimize resource depletion.^[25] The company supports product longevity through lifetime warranties and replacement services for tools, allowing customers to return defective items for assessment and repair or exchange.^[52] For tableware under brands like Iittala, Arabia, and Rörstrand, a take-back program enables consumers to return pre-owned items to stores, where reusable pieces are resold and non-reusable ones are recycled.^[53] Fiskars aims to ensure all operational waste is recovered or recycled by 2030, with waste to landfill reduced by 79% from 2017 as of 2024 and a focus on renewable and recyclable packaging materials to eliminate landfill disposal.^[53][25] Fiskars Group's environmental management is recognized through a Gold rating from EcoVadis in 2025, placing it in the top 5% of assessed companies globally for sustainability performance, and a Leadership level with A- rating in CDP's 2024 Climate Change assessment.^[54] 84% of owned manufacturing units and distribution centers hold ISO 14001 certification for environmental management systems, ensuring systematic approaches to reducing environmental impacts.^[25] To extend its commitments upstream, Fiskars engages suppliers through training sessions and information programs on emissions reduction, requiring 60% of suppliers (by spend on purchased goods and services) to adopt science-based targets by 2024—achieved at 64%—and targeting 80% by 2029.^[51][25][55] For wood-handled tools, the company sources FSC-certified wood, promoting sustainable forestry practices that prevent deforestation and support ecosystem preservation, with 14,000 hectares of FSC-certified forests as of 2024.^[56][25]

Social responsibility initiatives

Fiskars Group is committed to fostering diversity and inclusion across its operations, with a specific goal to achieve 50% gender balance in leadership positions by 2025; as of 2024, the board had approximately 40% female representation and top management 33.3%.^[28][25] The company supports this through targeted employee training programs, including e-learning modules on navigating unconscious bias and diversity, equity, and inclusion (DEI) webinars attended by 684 employees in 2023.^[28] These initiatives aim to create an inclusive culture where diverse perspectives drive innovation, as measured by an Inclusion Experience score of 77 in 2024, with a target to reach the top 10% of global high-performing companies.^[25] With a global workforce of 6,850 employees across 29 countries representing diverse backgrounds as of late 2024, Fiskars also maintains networks such as the Women in Business Network and Pride Network to promote equity.^[25][25] In ethical sourcing, Fiskars enforces a Supplier Code of Conduct that aligns with fair labor standards, including zero tolerance for child labor, with no incidents reported in 2023 or 2024.^[28] The company conducts sustainability audits, completing 81 in 2024, and has set a target for 100% of suppliers to be audited by 2025.^[28][25] These audits assess compliance with human rights and ethical practices, ensuring responsible procurement throughout the supply chain.^[57] Fiskars supports community programs centered on its historic Fiskars Village in Finland, a protected cultural heritage site and center for art, design, and craftsmanship.^[28] The village hosts an Artist-in-Residence program through the Cooperative of Artisans, Designers and Artists, providing opportunities for international creative professionals to engage in residencies that foster local craftsmanship and innovation.^[58] Additionally, Fiskars invests in design education, including collaborations like the Aalto University Talent Program in Finland to nurture emerging designers, and allocated €0.1 million to corporate community engagement initiatives in 2024.^[28][25] Through philanthropy, Fiskars partners with non-governmental organizations (NGOs) to advance social causes, such as raising €176,293 for the Finnish Red Cross and supporting SOS Children’s Villages in 2023.^[28] These efforts include product sales contributions to cancer foundations and broader community investments that promote equitable access to creative and educational resources.^[28]

Financial performance

Revenue and profitability trends

Fiskars Group's net sales in 2024 reached €1,157.1 million, marking a 2.4% increase from €1,129.8 million in 2023, amid ongoing recovery from the COVID-19 pandemic that had disrupted global consumer goods markets.^[25] Following a peak of €1,254.3 million in 2021, revenues experienced a contraction through 2023 due to inflationary pressures and reduced demand, but the company achieved a compound annual growth rate (CAGR) of approximately 10% in key consumer segments from 2021 onward as markets stabilized.^[59] The Vita business area, encompassing tableware and interior products, contributed around 52% of total net sales in 2024 with €605 million, underscoring its role as a primary growth driver.^[60] In the third quarter of 2025, comparable net sales rose 4.1% year-over-year to €259.3 million, propelled by an 8.2% increase in the Vita segment amid stronger demand for premium kitchen and lifestyle products.^[20] This uptick reflects broader post-pandemic resilience in consumer goods, with full-year 2025 comparable EBIT guidance narrowed to €90–100 million from the prior range of €90–110 million, anticipating moderated profitability due to external headwinds.^[61] Profitability has been influenced by a gross margin of 46.7% in Q3 2025, down 140 basis points from the prior year, primarily due to U.S. tariffs on imports and elevated raw material costs affecting manufacturing expenses.^[62] Offsetting these pressures, the company implemented cost-saving initiatives, including operational efficiencies at factories, projected to yield annual run-rate savings of €12 million, with most realized in 2025.^[63] Regionally, as of 2024—figures expected to hold steady into 2025—Europe generated 51% of net sales, the Americas 29%, and Asia-Pacific 20%, highlighting the company's balanced global footprint with Europe as its core market.^[27]

Ownership and market position

Fiskars Corporation is a publicly traded company listed on Nasdaq Helsinki under the ticker FSKRS.HE since 1915, with the modern listing structure solidified following share series combinations in 2009. As of November 2025, the company's market capitalization stood at approximately €1.09 billion, with a share price of around €13.56.^[64] Ownership of Fiskars is characterized by significant family influence alongside institutional holdings. The Ehrnrooth family, descendants of the von Julin lineage that acquired the original Fiskars ironworks in 1822, holds a substantial stake, with approximately 15.77% owned collectively and an additional 14.11% by Paul Robert Göran Ehrnrooth. Institutional investors, including Finnish funds, account for about 20% of shares, while the remainder is distributed among other private and public holders, with the top three shareholders controlling 42.46% overall. In 2025, Fiskars initiated a share repurchase program authorized to acquire up to 4,000,000 of its own shares to support capital structure optimization and shareholder returns.^[65][66][67] Fiskars maintains a strong market position as a global leader in consumer goods for home, garden, and outdoor living. It commands a leading share in the scissors category globally, driven by its iconic designs and ergonomic innovations. In gardening tools, the company ranks among the top five worldwide, benefiting from brands like Fiskars and Gerber in a market projected to grow from USD 19.01 billion in 2024 to USD 23.78 billion by 2030. Key competitors include Stanley Black & Decker in hand tools and power equipment, and Zwilling J.A. Henckels in premium cutlery and tableware, where Fiskars holds a dominant position in the Nordic region through brands like Iittala.^[68][69][70] In October 2024, Fiskars announced the separation of its two business areas—Fiskars and Vita—into independent entities, which became operationally effective on April 1, 2025, with full legal separation by the end of Q1 2026, aiming to sharpen strategic focus and potentially enhance valuation through greater transparency and agility. The company maintains a dividend policy targeting a 50% payout ratio of adjusted earnings, as evidenced by recent distributions like €0.84 per share for the 2024 financial year, supporting consistent returns to shareholders amid market challenges.^[71][72][73]