GARDENA GmbH domiciled in Ulm as well as its subsidiaries are members of the Husqvarna Group since March 2007. Besides Flymo and McCulloch, GARDENA is one of the group’s international consumer brands.
The brand GARDENA
GARDENA is one of the strongest brands amongst the international competitors in the gardening sector. For instance, the prompted brand awareness of GARDENA among garden owners in Germany is more than 90 %, also in other European countries GARDENA is well-known.
This reflects that the brand has been consistently built from the beginning through innovative, high-quality product solutions with a unique design and brand communication towards the trade partners and the consumers. With the vision and the central brand promise of GARDENA to make gardening easy by intelligent simple product solutions our brand has set standards on the international level and achieved a leading position in the trade and with the consumers. This strong market position combined with high likeability and awareness are the ideal basis for the brand GARDENA to develop successfully. The direction and the contents of the targeted development are determined by the market itself. Extending the topic garden from the kitchen garden to a “living space close to nature” will give the garden always more importance in the future. At the same time, the market volume for garden products and services around garden planning, landscaping and garden care will increase over-proportionally during the coming years.
By consistently developing GARDENA from a product-based brand into a unique emotional brand, we respond to the future challenges from the customers’ and the competitors’ side in the long term. In more specific terms, that means that we will use the shown growth potentials by addressing new, younger target groups, by a stronger international orientation and by building a distinctive service offer. Insofar the past years have been path-breaking for GARDENA also in terms of brand strategy.
GARDENA – Live your garden
Since its foundation in 1961, GARDENA has developed from a small trading company for garden tools into a worldwide recognized manufacturer of intelligent products and systems for garden care within a few decades. The secret of success is based on the high innovation strength of the brand as well as a consistent sales and marketing policy.