Fiskars

What Fiskars does

Fiskars Group (legal entity Fiskars Oyj Abp) is a Finnish publicly listed consumer products company trading on the Helsinki Stock Exchange under ticker FSKRS, founded in 1649 as an ironworks and now operating across 29 countries with 6,594 employees as of December 31, 2025. The company is organized into two operationally independent business areas following a technical and legal separation completed in April 2026: BA Vita, encompassing 13 premium and lifestyle brands including Georg Jensen (jewelry and hollowware), Royal Copenhagen (porcelain since 1775), Iittala (Finnish glass since 1881), Wedgwood (British ceramics since 1759), Waterford (Irish crystal since 1783), Gerber (outdoor knives since 1939), Arabia, Moomin Arabia, Hackman, Rogaška, Royal Albert, Royal Doulton, and Rörstrand; and BA Fiskars, covering the gardening, outdoor, scissors, and cooking categories under the core Fiskars brand. The group manufactures in-house at heritage sites including Iittala Glass Factory (1881), Rogaška glassworks (350+ years), Billnäs scissors factory (1649), Sorsakoski cookware factory, and Gerber's Portland, Oregon facility, while also operating contract manufacturing in Thailand and Romania for select tableware.

The company's revenue model is straightforward B2C goods distribution with no recurring software or subscription layer of significance. FY2025 net sales totaled €1,140.2 million, of which BA Vita contributed €612 million. Products reach consumers through approximately 500 own retail stores globally, brand-specific e-commerce platforms, and wholesale to department stores and specialty retailers. Pricing is structured in three tiers: premium/luxury (Georg Jensen, Royal Copenhagen), design/lifestyle (Iittala, Wedgwood, Waterford), and premium consumer tools (Fiskars branded products, Gerber). The group is increasingly differentiating on circular-economy services—Vintage Service for second-hand tableware and Pan Care Service for cookware recoating—representing 26% of Group net sales at end of 2024 and supported by EcoVadis Gold (2025) and CDP Leadership A- (2024) sustainability credentials. The most recent strategic posture is defensive restructuring: BA Vita is targeting €28 million in annual savings through approximately 310 job cuts (benefits beginning H2 2026), leadership has turned over with Jyri Luomakoski appointed permanent CEO in October 2025 and Niko Haavisto joining as CFO effective August 10, 2026, and new 2026–2030 long-term financial targets were published at the May 2026 Capital Markets Day.

Name

Fiskars

Legal name

Fiskars Oyj Abp

Website

https://fiskarsgroup.com

Company type

Public

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Fiskars Group is a Finnish public multi-brand consumer products company (FSKRS) operating two business areas—BA Vita (premium home goods including Georg Jensen, Royal Copenhagen, Iittala, Wedgwood, Waterford) and BA Fiskars (gardening, outdoor, cooking tools)—across 29 countries with 6,594 employees and approximately 500 retail stores.

Ownership category

akta.pro rank

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices11 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Product sales: Fiskars Group generates revenue through the sale of design-driven consumer products across multiple categories including gardening tools, outdoor equipment, scissors, cookware, tableware, porcelain, glassware, crystal, jewelry, and knives. The company operates through two business areas: BA Vita (premium home goods and fine branded jewelry) and BA Fiskars (gardening, outdoor, scissors, and cooking).
2. Retail store operations: Approximately 500 own retail stores globally selling company brands directly to consumers, contributing to revenue through direct retail sales.
3. E-commerce/Direct-to-Consumer: Online sales through brand-specific webshops including Iittala, Royal Copenhagen, Georg Jensen, Wedgwood, Waterford, Gerber, and Moomin Arabia.
4. Wholesale distribution: Sales to department stores, specialty retailers, and other wholesale customers for B2B revenue streams.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Fiskars Group manufactures, markets and distributes a multi-brand portfolio of design-driven consumer products spanning gardening tools and axes, scissors and cutting tools, outdoor gear and knives (Gerber), cookware (Fiskars All Steel), and premium home goods including porcelain (Royal Copenhagen), crystal (Waterford, Rogaška), Finnish glass (Iittala), British ceramics (Wedgwood, Royal Albert, Royal Doulton), Finnish ceramics and tableware (Arabia, Moomin Arabia), Finnish cutlery (Hackman), Swedish porcelain (Rörstrand), and luxury jewelry and hollowware (Georg Jensen). Distribution reaches consumers through ~500 own retail stores, brand e-commerce sites and wholesale partners in 29 countries.

Product overview

Fiskars Group operates as a multi-brand portfolio company organized into two business areas: BA Vita (premium home goods and tableware) and BA Fiskars (gardening, outdoor, scissors, and cooking). BA Vita encompasses 13 brands including Georg Jensen (jewelry/home products, founded 1904), Royal Copenhagen (porcelain since 1775), Iittala (Finnish glass since 1881), Wedgwood (British ceramics since 1759), Waterford (Irish crystal since 1783), Gerber (American knives/tools since 1939), and regional brands Arabia, Moomin Arabia, Hackman, Rogaška, Royal Albert, Royal Doulton, and Rörstrand. BA Fiskars includes the core Fiskars brand (gardening tools, scissors, cookware since 1649) famous for orange-handled scissors (1B+ sold) and X-Series axes. The group also offers circular economy services including a Vintage Service for second-hand tableware and Pan Care Service for cookware recoating.

Differentiator

Problem solved

Functional benefit

Brands

• Fiskars: One of the leading premium lifestyle brands in gardening, cooking and creating categories. Known for orange-handled scissors iconic since 1967.
• Royal Copenhagen
• Georg Jensen
• Iittala
• Wedgwood
• Waterford
• Gerber
• Moomin Arabia
• Arabia
• Hackman
• Rogaška
• Royal Albert
• Royal Doulton
• Rörstrand

Products and services

• Fiskars brand products Premium consumer brand offering gardening tools, axes, scissors, cookware and general household tools designed for everyday use; targeted at home and garden DIY consumers.
• Georg Jensen brand products Danish luxury brand producing hollowware, watches, jewelry and home products featuring Art Nouveau-inspired designs; targets affluent consumers seeking premium design objects.
• Royal Copenhagen brand products Danish porcelain brand renowned for timeless blue and white designs with hand-painted craftsmanship; targets premium consumers seeking heritage tableware.
• Iittala brand products Finnish design brand pioneering avant-garde colored glassware; offers Aalto vase, Teema series and designer collaborations; targets design-conscious consumers.
• Wedgwood brand products British luxury ceramics brand producing Jasperware, Queen's Ware, Black Basalt and contemporary tableware; features handcrafted works for premium home use.
• Waterford brand products Irish crystal brand producing fine glassware and crystal decorative items featuring signature Lismore pattern with diamond and wedge cuts; targeted at luxury gifting and home collecting.
• Gerber brand products American outdoor gear brand producing activity-specific knives, multi-tools and problem-solving gear for outdoor professionals, anglers, hunters and adventurers.
• Moomin Arabia brand products Finnish ceramics brand producing Moomin-character mugs, tableware and collectibles based on Kaj Franck's Teema design; targets fans of the Moomin franchise.
• Arabia brand products Finnish tableware brand offering timeless, practical everyday ceramic designs produced at contract manufacturers in Thailand and Romania.
• Hackman brand products Finnish cutlery brand offering Savonia and Carelia collections, fusing Nordic vision with practical design; targets everyday premium kitchen use.
• Rogaška brand products Slovenian premium crystal brand with 350+ years of tradition creating luxury home and lifestyle crystal products, featuring edgy new designs and a tourist trail at the Rogaška glassworks.
• Royal Albert brand products English tableware brand inspired by English roses and country gardens, offering quintessentially English, timeless designs such as Old Country Roses for gift and home use.
• Royal Doulton brand products English tableware brand producing porcelain and stoneware designs for savoring everyday moments, with handcrafted touches drawing on 200 years of design heritage.
• Rörstrand brand products Swedish porcelain brand with heritage in tableware and design products, including circular-economy resale through the Vintage Service.
• Vintage Service Service that buys and resells second-hand Iittala, Arabia, and Rörstrand tableware to extend product lifespan; available in Finland and Sweden.
• Fiskars Pan Care Service Service for recoating Fiskars All Steel frying pans to extend product lifecycle; available in Finland since 2021, returning pans to as-new condition.
• Myiittala Loyalty Program Customer loyalty program for Iittala brand, run on a global IT platform managed by Fiskars Group's CRM and digital marketing team.

Quantifiable outcome

• 26% of Group's net sales generated from circular products and services (end of 2024)
• +4 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and supporting.

• Georg Jensen recycled precious metals supplierscoreTechnology or Integration · 1 January 2023Suppliers of certified recycled gold and silver for Georg Jensen jewelry. Since beginning of 2023, all new gold styles use 100% certified recycled gold; since 2025, all silver jewelry uses 100% certified recycled silver.
• OutokumpucoreTechnology or Integration · 1 January 2022Outokumpu supplies Circle Green emission-minimized stainless steel for Fiskars All Steel cookware. Circle Green has the lowest carbon footprint in the stainless steel industry at 92% smaller compared to the global average, helping Fiskars achieve significant CO2 reductions in cookware production.
• Seventy7supportingGTM or Marketing Partner · 1 January 2019Manchester creative content agency appointed to handle Royal Doulton's organic social media, extending a partnership of more than five years. Previously produced photographic content for Fiskars Group brands including Royal Doulton.
• SOS Children's VillagessupportingStrategic or Co-development PartnerLong-term cooperation supporting children, young people and families. Young people moving from SOS Children's Villages receive starter packages with Fiskars kitchenware and Iittala/Arabia tableware. Committed to raising funds for SOS Children's Villages Apuu chat.
• WSPsupportingImplementation/ SI/ Consulting PartnerStrategic advisory, engineering, and design services consultancy that reviewed carbon footprint calculations for Circle Green stainless steel products, ensuring compliance with ISO 14067:2018 standard.
• GOTS certified textile supplierssupportingTechnology or IntegrationSuppliers certified under Global Organic Textile Standard (GOTS) granted in June 2023, ensuring ethical production and organic content of textiles.
• Staffordshire pottery companiessupportingStrategic or Co-development PartnerWedgwood is investing in the Staffordshire region, working in partnership with other pottery companies to rejuvenate the industry and ensure skills and talent are not lost within the local community.

Scale indicators16 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Newell Brands: US-based multi-brand consumer products company (Sharpie, Rubbermaid, Graco, Yankee Candle, Calphalon). Operates a similar multi-brand portfolio strategy in home and consumer goods with shared infrastructure and brand-by-brand operating discipline, comparable to Fiskars Group's BA Vita/BA Fiskars model.
• Lifetime Brands: US housewares and tableware company owning Farberware, Mikasa, Pfaltzgraff and other kitchenware/tableware brands. Directly comparable to Fiskars' Wedgwood, Royal Copenhagen, Iittala, Waterford and Hackman cutlery portfolio across kitchen and dining categories.
• Husqvarna Group: Swedish maker of outdoor power products, chainsaws, and robotic lawn mowers. Directly comparable to Fiskars' gardening tools and outdoor equipment categories, with similar Nordic heritage and premium gardening positioning.
• Le Creuset: French premium cast-iron and stoneware cookware brand with strong heritage and design-led positioning. Closely comparable to Fiskars All Steel cookware and similar premium cookware strategy targeting affluent consumers and design enthusiasts.
• WMF Group: German premium cookware, cutlery and kitchenware company (WMF, Silit, Kaiser). Comparable to Fiskars' cookware, cutlery (Hackman) and porcelain businesses with similar premium and design-oriented positioning in Europe.
• Victorinox: Swiss maker of knives, multi-tools and outdoor gear (Swiss Army brand). Directly comparable to Fiskars' Gerber brand in the activity-specific knives and multi-tools category, with similar premium positioning among outdoor enthusiasts and professionals.
• Libbey Inc. American tableware and glassware maker (Libbey, Crisa). Comparable to Fiskars' Waterford crystal, Iittala glassware and Rogaška crystal businesses in glassware/crystal tableware and food-service channels.

Broad incumbents

• Stanley Black & Decker: Large global tools and outdoor products company (DeWalt, Stanley, Black & Decker, Craftsman). Comparable to Fiskars' BA Fiskars segment in hand tools and gardening equipment, but at much larger scale and broader industrial scope.
• Tiffany & Co. Global luxury jewelry, silver and tableware retailer with heritage design positioning. Comparable to Fiskars' Georg Jensen jewelry and silver hollowware brand from a brand-heritage and luxury-jewelry standpoint, though at significantly larger scale as part of LVMH.

Emerging players

• Pandora: Danish mass-premium jewelry brand using silver and recycled materials with brand-led design. Comparable to Georg Jensen's silver jewelry line on materials (recycled silver), design heritage and silver/gold positioning, though Pandora operates at a different price tier.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/fiskarsgroup
• YouTubeyoutube.com/channel/UCdvEr8Dfiel8jTwBl-M5ndA
• LinkedInlinkedin.com/company/fiskars
• Facebookfacebook.com/fiskarsint

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries13 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fiskars