Husqvarna Deutschland GmbH

What Husqvarna Deutschland GmbH does

Husqvarna Deutschland GmbH is a wholly-owned German sales and distribution subsidiary of Sweden-listed Husqvarna AB (publ), headquartered and incorporated in Germany, marketing the parent group's outdoor power equipment portfolio under long-standing DBA names "Husqvarna Deutschland Forst und Garten" and "Husqvarna Forst & Garten Deutschland". The company traces its lineage to 1689 through the Husqvarna brand, and serves four primary customer segments: professional forestry and tree care, professional landscaping and grounds maintenance, residential homeowners, and municipal/public-sector buyers (including golf courses and grounds-care customers reached via BMW International Open and DP World Tour / British Masters sponsorships).

The core product catalog spans chainsaws, robotic lawn mowers (Automower line, including the NERA wire-free variant and the commercial CEORA system), walk-behind lawn mowers, garden tractors, brushcutters, hedge trimmers, pole saws, leaf blowers, snow blowers and pressure washers, with a stated strategic emphasis on battery-electric and robotic platforms. Connected services — Automower Connect (consumer app and telematics), Husqvarna Connect (companion app), and Husqvarna Fleet Services (B2B fleet management) — layer software and telemetry on top of the hardware install base. Technology components include satellite/GPS-based navigation for the NERA line and embedded connectivity for fleet monitoring.

The business model is product sale-driven, combining an authorized dealer locator network with direct e-commerce (hugwi.de). Revenue mechanics include unit sales of equipment, accessories and spare parts, supported by promotional levers such as trade-in bonuses of up to €1,000, seasonal discounts of up to €880, and a 5-year warranty on robotic mowers. The company does not disclose standalone financials, headcount, or management detail in the available input; the underlying publicly listed parent provides consolidated reporting.

Name

Husqvarna Deutschland GmbH

Legal name

Husqvarna Deutschland GmbH

Website

https://husqvarna.de

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Husqvarna Deutschland GmbH is the German sales and distribution subsidiary of Sweden-listed Husqvarna AB, marketing outdoor power equipment — chainsaws, robotic lawn mowers, garden tractors and battery-powered tools — to professional forestry, landscaping, municipal and residential customers via authorized dealers and e-commerce.

Ownership category

akta.pro rank

Product category

Outdoor Power Equipment

NAICS

Outdoor Power Equipment Retailers (444230), Lawn and Garden Tractor and Home Lawn and Garden Equipment Manufacturing (333112), Home and Garden Equipment Repair and Maintenance (811411)

SIC

Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524)

akta.pro primary industry

Lawn & Garden Equipment Retail (Mowers, Trimmers, Snow Blowers) (CRAIADAG)

akta.pro secondary industry

Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers) (CRAIAIAA)

Keywords

• Outdoor power equipment
• Robotic lawn mowers
• Professional forestry equipment
• Garden machinery
• Battery-powered tools

Headquarters

HQ city

Nicht spezifiziert

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales: Primary revenue from selling outdoor power equipment including robotic lawn mowers (Automower), chainsaws, lawn mowers, hedge trimmers, and related machinery. Products available in professional and consumer variants across gasoline, battery, and electric power sources.
2. Parts and Accessories: Substantial catalog of replacement parts and accessories for all product categories including guide bars, chains, trimmer heads, protective equipment, oils, and fuels.
3. Professional Services: Services including Husqvarna Lease Plus (leasing), Service Plus, Service Contracts, and Fleet Services for professional users managing multiple machines.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Husqvarna Deutschland GmbH manufactures, markets, and distributes a comprehensive portfolio of professional and consumer outdoor power equipment for forestry, parks, and gardens. Core offerings include Automower robotic lawn mowers (including the CEORA commercial platform), chainsaws, lawn mowers, garden tractors, ride-on and zero-turn mowers, brushcutters, hedge trimmers, pole saws, leaf blowers, snow blowers, pressure washers, and construction power cutters, available in gasoline, battery, and electric variants. The portfolio is supplemented by connected services (Automower Connect, Husqvarna Fleet Services, Husqvarna Connect), professional leasing and service contracts, and a full range of parts, accessories, and personal protective equipment.

Product overview

Husqvarna Deutschland GmbH offers a comprehensive portfolio of professional and consumer outdoor power equipment for forestry, parks, and gardens. The core product line includes the Automower robotic lawn mower line (with CEORA for commercial applications), various chainsaws (Kettensägen), lawn mowers (Rasenmäher), garden tractors, zero-turn mowers, brushcutters, hedge trimmers, pole saws, leaf blowers, snow blowers, pressure washers, and construction equipment. The company provides a unified ecosystem of battery-powered (Akku) and traditional gasoline-powered products, augmented by connected services including Automower Connect (smartphone app control), Husqvarna Fleet Services (multi-machine fleet management), and Husqvarna Connect (equipment connectivity). Professional services include lease programs, service agreements, and winter storage options. Accessories encompass personal protective equipment, replacement parts, and specialized forestry tools. The company has been innovation-driven since 1689, with battery solutions and robotics representing future-oriented technology directions.

Differentiator

Problem solved

Functional benefit

Products and services

• Automower Mähroboter (Robotic Lawn Mowers) Autonomous robotic lawn mowers available in professional and residential versions, including models that operate without perimeter wire. Features GPS-assisted navigation, weather timers, and smartphone connectivity via Automower Connect. Sold to private homeowners and professional grounds-care operators.
• Kettensägen / Motorsägen (Chainsaws) Chainsaws in gasoline, battery, and electric variants, including professional models for forestry, tree-care/baumpflege, and general consumer cutting applications. Sold to professional forestry operators and private users.
• Rasenmäher (Lawn Mowers) Walk-behind lawn mowers in professional and consumer variants, available in gasoline, battery, and electric powered models with various cutting widths and self-propelled options. Sold to residential users and professional landscapers.
• Gartentraktoren & Rasentraktoren (Garden Tractors) Garden tractors for larger lawn areas, featuring powerful cutting decks and versatile attachments for year-round property maintenance. Targeted at residential and small commercial users.
• Aufsitzrasenmäher / Aufsitzfrontmäher (Ride-on Mowers) Ride-on mowers and front-mounted riders for efficient lawn maintenance on medium to large properties, available in professional and consumer variants.
• Nullwendekreismäher (Zero-Turn Mowers) Professional zero-turn mowers providing superior maneuverability with minimal turning radius for efficient large-area lawn cutting. Targeted at professional landscapers and grounds maintenance operators.
• Motorsensen & Freischneider (Brushcutters) Brushcutters and clearing saws for trimming grass, weeds, and dense vegetation, available in professional, battery, and gasoline-powered versions.
• Heckenscheren (Hedge Trimmers) Hedge trimmers available in professional, battery, and gasoline models, including telescopic versions for extended reach and shrub shears for precision work.
• Hochentaster / Teleskop-Kettensäge (Pole Saws) Pole saws and telescopic chainsaws for tree pruning and branch cutting from ground level, available in professional battery and gasoline versions.
• Laubblasgeräte & Laubsauger (Leaf Blowers and Vacuums) Leaf blowers and vacuum systems for clearing leaves and debris, available in professional, battery, and gasoline versions.
• Schneefräsen (Snow Blowers) Snow blowers and throwers for winter property maintenance, available in electric and gasoline-powered models for residential use.
• Trennschleifer / Betonschneider (Power Cutters) Power cutters and concrete saws for cutting concrete, asphalt, and metal, available in battery, electric, and gasoline versions for construction and landscaping use.
• CEORA Commercial Robotic Lawn Mower Platform Commercial robotic lawn mower platform for large-scale professional turf management, designed for golf courses and sports fields. Sold to grounds maintenance professionals and golf course operators.
• Teile und Zubehör (Parts and Accessories) Replacement parts and accessories for all product categories including chains, guide bars, trimmer heads, trimmer lines, oils, fuels, and maintenance supplies. Sold to professional and consumer customers.
• Persönliche Schutzausrüstung und Arbeitskleidung (Personal Protective Equipment) Personal protective equipment including chainsaw helmets, visors, hearing protection, protective jackets, trousers, gloves, safety boots, and functional underwear for professional and consumer users.
• Akkubetriebene Produkte (Battery-Powered Product Line) Battery-powered products across multiple tool categories using Husqvarna's interchangeable battery platform, including professional battery equipment and consumer battery products. Sold to professional and residential customers seeking lower-noise, lower-emission alternatives to gasoline.
• Husqvarna Services (Leasing, Service Contracts, Husqvarna Lease Plus) Professional services for commercial users including Husqvarna Lease Plus (leasing), Service Plus, and Service Contracts for managing equipment fleets. Sold to professional landscaping and forestry customers.

Quantifiable outcome

• Up to €1,000 trade-in bonus available for old robotic mower exchange
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• BMW International OpencoreGTM or Marketing PartnerPremium sponsorship partnership at the BMW International Open golf tournament, showcasing Husqvarna robotic lawn mowers on professional golf courses and reinforcing the brand's premium positioning.
• British Masters / DP World TourcoreGTM or Marketing PartnerPartnership with DP World Tour golf events including British Masters, demonstrating Husqvarna's commercial robotic mowing solutions on tournament-level golf courses.
• Husqvarna Home ServiceminorChannel Partner/ Reseller/ DistributorSeparate branded service operation (husqvarnapartner.com) offering individual lawn care services using Husqvarna equipment, extending the brand into service delivery.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Kärcher: German cleaning equipment leader whose outdoor power equipment line (pressure washers, vacuums, sweepers) overlaps with Husqvarna's Hochdruckreiniger and Staubsauger categories. Broader portfolio centered on cleaning rather than turf/forestry.

Direct peers

• The Toro Company: US-listed manufacturer of professional and residential turf maintenance equipment including mowers, zero-turn mowers, and irrigation. Direct competitor in commercial landscaping and golf course markets where Husqvarna positions Automower/CEORA.
• MTD Products (Cub Cadet / Troy-Bilt): Major US-based lawn and garden equipment manufacturer with the Cub Cadet and Troy-Bilt brands. Direct overlap in walk-behind mowers, garden tractors, and zero-turn mowers; competes through mass retail channels alongside Husqvarna's dealer-led model.
• STIHL: German-founded global leader in chainsaws, brushcutters, and outdoor power equipment. Direct competitor across forestry, professional landscaping, and consumer segments with overlapping product categories and a similar professional dealer-led distribution model.
• Honda Power Equipment: Competes across a broad range of outdoor power equipment including mowers, generators, and engines used in outdoor tools. Significant overlap with Husqvarna's professional and consumer product lines, with particular strength in engine reliability.
• John Deere (Lawn & Garden): Major competitor in ride-on mowers, garden tractors, and zero-turn mowers for both residential and commercial turf applications. Overlaps with Husqvarna's Gartentraktoren, Aufsitzmäher, and Nullwendekreismäher lines.
• Robert Bosch (Power Tools / Garden Tools division): Bosch's garden tools division competes directly with Husqvarna's battery-powered consumer line across lawn mowers, hedge trimmers, robotic mowers, and garden tools. Both target the same DIY/residential channel in Germany with interchangeable battery platforms.
• AL-KO Geräte (AL-KO Gardentech): German-headquartered manufacturer of garden equipment including lawn mowers, robotic mowers, and garden tools. Competes with Husqvarna Deutschland in the German consumer and prosumer segments with overlapping robotic mower offerings.

Emerging players

• Worx (by Positec Tool): China-rooted challenger brand in robotic lawn mowers, battery-powered garden tools, and outdoor power equipment. Emerging competitor to Automower in the residential robotic segment, typically competing on price and feature velocity.
• Greenworks Tools: Battery-first outdoor power equipment brand with growing presence in Europe, directly competing across mowers, trimmers, and chainsaws. Pressuring legacy ICE-dominant players like Husqvarna in the battery transition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/husqvarna-deutschland-gmbh

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 Husqvarna Deutschland GmbH