What STIHL Australia does

STIHL Australia (legal entity STIHL Pty Ltd, ACN 004 881 145, ABN 76 004 881 145) is the Australian and New Zealand sales, marketing, and dealer-support subsidiary of the German family-owned parent Andreas STIHL AG & Co. KG. The company develops, markets, and distributes a comprehensive portfolio of outdoor power tools spanning petrol, battery, and electric power sources — flagship chainsaws alongside hedge trimmers, pole pruners, hand and forestry tools, KombiSystem/MultiSystem modular tools, lawn mowers, iMOW robotic mowers, lawn scarifiers, grass trimmers and brushcutters, blowers and shredder vacs, garden shredders, pressure washers, wet & dry vacuums, sweepers, mistblowers and sprayers, augers and drills, cut-off machines and concrete saws, fuels/oils/lubricants, and personal protective equipment. Underlying the hardware portfolio are four proprietary, non-cross-compatible battery platforms (AS System for compact domestic tools; AK System for medium-duty homeowner/semi-pro; AP System for professional continuous use; AI System with integrated batteries), proprietary cutting technologies (Rapid Hexa chain with Hexa tooth geometry, Noise Reduction System, Silencer-equipped backpack blower), and an IoT/digital layer composed of the Smart Connector 2.0 Bluetooth (4.2) device, STIHL connected App on iOS and Android, STIHL connected Portal web application, and STIHL connected Box gateway to STIHL Cloud.

The commercial model is asset-light and dealer-centric. STIHL Australia sells primarily unit-priced hardware (skin-only tools, separate batteries, chargers, accessories, consumables, fuels, and lubricants) at recommended retail prices in Australian dollars inclusive of GST, with an extended "Double Your Warranty" programme conditioned on STIHL-branded lubricants. Distribution occurs through a national network of 600+ authorized dealers providing sales, service, repair, and warranty support, complemented by a dealer-routed direct-to-consumer e-commerce storefront at shop.stihl.com.au (accepting Afterpay), trade-fair presence for B2B engagement, and TIMBERSPORTS experiential marketing. Pricing tiers run from entry-level AS-system tools around AUD 169 up to professional AP-system equipment at AUD 1,649 and connected accessories (Smart Connector 2.0 AUD 46, ADVANCE ProCOM AUD 599), with separate sale of batteries and chargers creating aftermarket attach economics.

The company serves two principal segments — private home users and professional users (landscapers, arborists, forestry workers, municipalities, rental companies) — across Australia and New Zealand, with headquarters in Knoxfield, Victoria and 51–100 employees. Recent strategic emphasis has been on professional-grade battery expansion (AP 500 S battery, BGA 300 backpack blower, MSA 300 C-O chainsaw), the STIHL connected digital ecosystem, and a 2025–2026 centenary brand campaign anchored by the MS 500i Centennial Edition chainsaw.

Name

STIHL Australia

Legal name

STIHL Pty Ltd

Website

https://stihl.com.au

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

51–100 employees

Short description

STIHL Australia distributes petrol, battery, and electric power tools — chainsaws, trimmers, mowers, robotic mowers, and blowers — serving Australian and New Zealand homeowners, landscapers, arborists, municipalities, and rental companies through a 600+ authorized dealer network.

Ownership category

akta.pro rank

Product category

Outdoor Power Tools

NAICS

Power-Driven Handtool Manufacturing (333991), Battery Manufacturing (335910), Outdoor Power Equipment Retailers (444230)

SIC

Construction, Mining & Materials Handling Machinery & Equip (3530), Motors & Generators (3621)

akta.pro primary industry

Outdoor Power Equipment Parts & Service Retail (CRAIADAH)

Keywords

• Outdoor power tools
• Chainsaws and trimmers
• Battery power tools
• Robotic lawn mowers
• Forestry equipment

Headquarters

HQ city

Rowville

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Marketing or Sales, Operations, Personnel

Revenue model

1. Power Tools Sales: STIHL generates revenue primarily through the sale of power tools including chainsaws, hedge trimmers, lawn mowers, robotic mowers, blowers, brushcutters, and accessories. Products are sold through authorized dealers and direct online store.
2. Batteries and Chargers: Separate sale of batteries (AS, AK, AP systems) and chargers for cordless power tools. Batteries sold separately from tools (skin-only products).
3. Accessories and Consumables: Sale of accessories including saw chains, guide bars, fuel, oils, lubricants, personal protective equipment, and replacement parts.
4. Extended Warranty: STIHL offers extended warranty programs (Double Your Warranty) when customers purchase eligible products with specified lubricants (STIHL HP Ultra Two Stroke oil or MotoMix).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels10 records

Core offering

STIHL Australia develops, manufactures, and distributes a comprehensive range of outdoor power tools including chainsaws, hedge trimmers, lawn mowers, robotic mowers, pole pruners, grass trimmers, blowers, pressure washers, and related accessories. The company operates multiple proprietary battery platforms (AS, AK, AP, AI Systems) alongside petrol and electric power options. Products are sold primarily through a 600+ authorized dealer network across Australia and a direct e-commerce store.

Product overview

STIHL Australia offers a comprehensive portfolio of power tools and garden equipment spanning petrol, battery, and electric power sources. The core product lineup includes chainsaws (their flagship category), hedge trimmers, pole pruners, KombiSystem/MultiSystem modular tools, lawn mowers including iMOW robotic mowers, grass trimmers, brushcutters, blowers, pressure washers, and professional-grade equipment for landscaping, forestry, and construction. STIHL operates multiple battery platform ecosystems: AP System for professional continuous use, AK System for medium-duty applications, AS System for compact handheld tools, and AI System with integrated batteries for domestic users. The company also provides the STIHL connected digital platform for fleet management, Smart Connector IoT devices, Personal Protective Equipment, fuels and lubricants, and branded merchandise through the STIHL Brand Shop. Recent product launches focus on expanding battery technology with professional-grade tools like the BGA 300 backpack blower, MSA 300 C-O chainsaw, and AP 500 S battery with extended service life.

Differentiator

Problem solved

Functional benefit

Products and services

• Chainsaws STIHL's flagship product line including petrol, battery, and electric chainsaws for domestic and professional use in forestry, landscaping, and construction applications. Includes models like MSA 300 C-O and MSA 300 battery chainsaws.
• Hedge Trimmers and Shears Battery, petrol, and electric hedge trimmers and shrub shears for maintaining hedges and ornamental plants in gardens and professional landscaping.
• iMOW Robotic Mowers Autonomous robotic lawn mowers that mow independently, avoid obstacles, traverse gradients, and recharge automatically. Includes RMI series for various lawn sizes for home users and professionals.
• Lawn Mowers Cordless, electric, and petrol lawn mowers including RMA series for domestic and professional lawn care applications.
• Pole Pruners Battery-powered pole pruners for reaching branches at height without climbing ladders. Includes HTA 30 (AS System), HTA 50, and HTA 135 (professional) models for arborist, orchard, and municipal use.
• Grass Trimmers and Brushcutters Battery, petrol, and electric grass trimmers and brushcutters for trimming lawn edges, clearing around trees, and mowing wild growth.
• Battery Blowers Battery backpack and handheld leaf blowers including BGA 300 (professional AP System with 25N blowing force and Noise Reduction System) and BGA 60 (AK System) for clearing leaves and debris from surfaces and paths.
• ADVANCE ProCOM Ear Protection Innovative hearing protection with integrated Bluetooth conferencing system enabling communication while working in noisy environments. Supports up to 16 headsets with 600m range.
• KombiSystem and MultiSystem Modular power tool system with detachable KombiTools and MultiSystem attachments for versatile garden and grounds maintenance.
• Pressure Washers High-pressure washers for outdoor cleaning of paths, driveways, vehicles, and garden furniture.
• Garden Shredders Garden shredders for processing green garden waste into compostable material.
• Cut-off Machines and Concrete Saws Professional cut-off machines and concrete saws for construction and demolition applications.
• Augers and Drills Earth augers and drills for fence post installation, planting, and soil sampling.
• Mistblowers and Sprayers Professional mistblowers and sprayers for pest control, plant protection, and disinfection applications.
• AP 500 S Battery Innovative high-capacity professional battery with high energy density and double the charging cycles of conventional lithium-ion batteries, significantly increasing service life for demanding continuous use.
• Rapid Hexa Cutting System World-first 3/8 inch Rapid Hexa chainsaw chain with new tooth shape and special Hexa sharpening file. Exceeds cutting performance of Rapid Super by up to 10%.
• STIHL Smart Connector 2.0 Bluetooth-enabled device that attaches to power tools to record and transmit operational data via Bluetooth 4.2 to STIHL connected App and Portal for fleet management and maintenance tracking.
• Fuels, Oils and Lubricants STIHL-branded fuels including MotoMix pre-mix fuel, HP Ultra Two Stroke oil, chain oils, and lubricants for STIHL equipment.
• Personal Protective Equipment STIHL-branded PPE including jackets, pants, face/ear/head protection, eye protection, hand protection, and hearing protection like ADVANCE ProCOM.
• SEA 20 Battery Handheld Vacuum Compact battery handheld vacuum cleaner with LED display for battery charge status, designed for cleaning small areas.

Quantifiable outcome

• Rapid Hexa chain exceeds cutting performance of 3/8 inch Rapid Super by up to 10 percent
• +2 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature6 records

Partnerships

One partnership is on record.

• University of HohenheimminorStrategic or Co-development Partner · 1 May 2020STIHL collaborated with the University of Hohenheim on a research study investigating the influence of robotic mowers on lawn habitat biodiversity. Master's student Maximilian Lang conducted thesis research with technical support from STIHL development engineer Jörg Elfner. The study used STIHL factory premises in Waiblingen, Germany, and STIHL robotic mowers to compare biodiversity outcomes between robotic and manual mowing methods.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• EGO Power+ (Chervon): EGO is a fast-growing direct competitor in cordless outdoor power equipment, with a comprehensive 56V battery platform covering mowers, blowers, chainsaws, and trimmers. Their rapid share gains in residential and prosumer segments directly pressure STIHL's premium battery positioning.
• Husqvarna Group (Husqvarna Australia): Husqvarna is the closest direct peer, offering competing chainsaws, robotic mowers (Automower), battery platforms, and professional forestry/landscaping equipment through a similar authorized dealer model in Australia. Their product breadth and battery-led positioning directly overlap with STIHL's portfolio.
• Makita Australia: Makita is a major competing power tool and outdoor equipment brand in Australia, with a strong professional cordless platform (LXT 18V, XGT 40V) overlapping STIHL's chainsaw, blower, and trimmer categories among trade and landscaping users.
• Greenworks Tools Australia: Greenworks competes directly with battery-powered outdoor equipment at more aggressive price points, including lawn mowers, blowers, trimmers, and chainsaws sold through Bunnings and other mass retail in Australia.
• Ryobi (Techtronic Industries): Ryobi offers battery outdoor power equipment widely distributed through Bunnings in Australia, competing at the DIY and prosumer end of STIHL's AS and AK battery system positioning.

Emerging players

• DeWalt (Stanley Black & Decker): DeWalt is expanding its outdoor equipment line leveraging its 18V/54V FlexVolt battery platform, overlapping STIHL's professional users in construction, landscaping, and forestry segments in Australia.
• Milwaukee Tool (Techtronic Industries): Milwaukee, like its sister brand Ryobi, is extending its M18 battery platform into select outdoor equipment categories (e.g., chainsaws, trimmers) targeting professional trades overlapping with STIHL's professional user base.

Broad incumbents

• John Deere Australia: John Deere is a broad agricultural and grounds care incumbent serving many of the same professional landscaping, municipal, and forestry customers as STIHL through a dealer network in Australia.
• Honda Power Equipment Australia: Honda competes in petrol outdoor power equipment (mowers, generators, pumps) and small engines within STIHL's traditional petrol and professional engine categories through an Australian dealer network.
• Bosch Power Tools Australia: Bosch is a broad power tools incumbent with an overlapping outdoor equipment line (e.g., lawn mowers, hedge trimmers) using their 18V/36V battery platforms, sold through mass retail and trade channels in Australia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/STIHLAus
• Facebookfacebook.com/STIHL
• Instagraminstagram.com/stihl_au
• Xx.com/stihl_australia
• LinkedInlinkedin.com/company/stihlau

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about STIHL Australia