Fiskars (FSKRS) Investor Update summary

Strategic direction and business model evolution

• Transitioned to a brand-first operating model, granting full P&L accountability and operational independence to business areas, with legal separation targeted by Q1 2026.

• Each business area operates as an independent subsidiary with its own CEO, enhancing speed, flexibility, and accountability.

• Portfolio strategy focuses on making big brands bigger, expanding categories, high-end positioning, strong gross margins, and sustainability leadership.

• New structure enables precise target setting, capital allocation, and supports differentiated growth opportunities.

• Vita is positioned as the global leader in the €6 billion high-end homeware segment, with a 15–20% market share and ambitions to grow both the segment and its share.

Growth and profitability initiatives

• Emphasis on reigniting long-term growth for Vita, leveraging direct-to-consumer channels, category expansion, and geographic growth, especially in the U.S. and Asia.

• Gross margin for Vita has improved by 230 basis points over three years, reaching 56.6%, but top-line sales have declined, making growth the key focus.

• Direct-to-consumer channels account for 50% of Vita's sales, with a strong presence in over 80 countries and about 500 own stores.

• OPEX fluidity and cost savings are being reinvested into demand creation, with a focus on profitable growth and leveraging group synergies to minimize incremental costs.

• Tariffs are expected to have minimal direct impact on Vita due to limited U.S. exposure; EBIT is heavily weighted to the second half of the year.

Brand management and creative strategy

• Vita manages a portfolio of iconic brands such as Royal Copenhagen, Georg Jensen, Wedgwood, Iittala, Moomin Arabia, and Waterford, with significant untapped expansion potential.

• Each brand has a dedicated creative director and team, fostering innovation, rapid product development, and strong storytelling to drive desirability.

• Creative direction ensures cohesive brand universes, balancing heritage with newness, and engaging consumers emotionally across all touchpoints.

• Collaborations with world-class designers and unique activations, such as experiential pop-ups, are used to reach new audiences and reinforce brand relevance.

• Recent initiatives include expanding Wedgwood in China, launching Royal Copenhagen textiles, and leveraging celebrity brand ambassadors.