Greetings from Fiskars Group IR! 
TalouselÀmÀ has published an interesting story about us, which particularly discusses the rationale behind separating our business areas. Our business areas are as follows:
- Fiskars Business Area consists of garden and outdoor categories, as well as crafting and scissors categories and cooking categories. Brands include Fiskars and Gerber.
- Vita Business Area offers premium and luxury products in tableware, glass, jewelry, and interior decoration categories. Its well-known brands include Georg Jensen, Royal Copenhagen, Wedgwood, Moomin Arabia, and Iittala.
The story is behind a paywall, but here are the main points:
- The position of luxury within Fiskars Group becomes clearer as the company separates Fiskars, focused on consumer products, and Vita, focused on design products, into their own legal entities.
- Fiskars and Vita have different needs. Going forward, compromises related to different needs will no longer be necessary, enabling faster growth.
- The âBrands Firstâ approach, with the independence of brands, enables broader product assortments and a faster product cycle.
- Going forward, investors will have better visibility into both Fiskars and Vita.
- The Groupâs task is to allocate resources and oversee performance to ensure that the companies are growing, profitable, and generate cash flow. The Group also acts as a portfolio manager.
Read more about the separation of business areas into functionally independent companies in the stock exchange release published in October.
