Nordic background

Although a very German brand, Gardena has a strong connection with the Scandinavian countries. Since 2007 the traditional manufacturer of garden appliances has been part of the Swedish Husqvarna group of companies - and this name has almost the "status of a religious institution" in the region.
The Dutch national Kees van Opdorp, who is responsible for Gardena sales in the Nordic countries, is naturally aware that this is a bit of an exaggeration. But he also knows that the brand does not for the moment have the same aura there as in the German-speaking countries and in the Benelux states (for which he is also responsible). Thus he is backing the endorsement, and the affiliation with Husqvarna is emphasised at every juncture.
That alone would not be enough, of course. The actual strategy adopted in cultivation of the market is instore excellence. In specific terms, this means that instore communication must be geared to making it possible for customers to experience the products at the POS. When it comes to robotics, for example, Gardena has set itself the goal of becoming the number one for robotic lawn mowers in the Scandinavian retail channel.
The strategy of focusing fully on one topic has brought success. The team around Kees von Opdorp has succeeded not only in positioning Gardena as the leading supplier of robotics, but also in occupying the field of connected robotics in this segment. Gardena now makes half of its robotics sales in the Nordics with connected appliances.

Another example is frost protection in the core Gardena range of water technology. This topic understandably plays a special role in the Nordic countries, and so it is highlighted as one of the aspects with which Gardena underpins its claim to be a supplier in the premium quality segment, and thus not least argues for corresponding price points.
Gardena sells through DIY store chains and online shops. Passionate gardeners, who are often also the owners of weekend homes, are targeted as customers.On account of the climate, a large part of the garden business in Norway and Sweden in particular is transacted in the southern parts of the country. Situated further north, Finland is regarded as rather more traditional on the whole where retail structures are concerned.
However, the…