Fiskars Oyj Abp · OMXHEX:FSKRS

Fiskars Oyj Abp — Fiskars Group — Investor Presentation (November 2019)

15 slides from Fiskars Oyj Abp's investor presentation, Nov 25, 2019

1. Slide 1: Meeting consumers where they are

   Meeting consumers where they are Kristian Tammela, Manager, Investor Relations 25.11.2019

2. Slide 2: Making the everyday extraordinary

   Making the everyday extraordinary ⓒ Fiskars Group 25.11.2019 2

3. Slide 3: Changing consumer habits

   Changing consumer habits GLOBAL INFLUENCES Consumer habits continue to evolve rapidly Q UEST FO R Consumer insight crucial for the company to: CO NVENIEN CE CO NSCIO US • continue to stay relevant SO CIET Y • be able to meet consumers where, when and however they want • proactively develop offering

4. Slide 4: Fiskars Group distribution channels

   Fiskars Group distribution channels WHOLESALE D I R E C T TO C O N S U M E R H O S P I TA L I T Y & B 2 B Pureplay e-comm ~350 own locations Wholesale e-comm E-comm: & offline Other ⓒ Fiskars Group 25.11.2019 4

5. Slide 5: Distribution cornerstones

   Distribution cornerstones Target: increase share of direct to consumer sales Current state: • LIVING: Currently ~1/3 of net sales • FUNCTIONAL: Currently small ⓒ Fiskars Group 25.11.2019 5

6. Slide 6: E-commerce landscape in our categories

   E-commerce landscape in our categories E-commerce is the fastest growing Both direct and indirect e-commerce channel in our categories channels In the product categories we operate Indirect channel including pureplay in, an estimated 10-30% is sold online e-commerce players and traditional players’

7. Slide 7: Right capabilities enabling direct e-commerce growth

   Right capabilities enabling direct e-commerce growth Direct e-commerce channel growing Share of group net sales still lower than in other categories, such as fashion Unified platform Global logistics Shared group capabilities in roll-out phase ⓒ Fiskars Group 25.11.2019 7

8. Slide 8: Case: iittala.com

   Case: iittala.com 1.3 million myiittala members Strong double-digit % net sales growth CAGR in 2015-18 Strong double-digit % Increase in average customer value with inspirational messaging ⓒ Fiskars Group 25.11.2019 8

9. Slide 9: Size gives us an advantage

   Size gives us an advantage Efficiency in e-commerce Consumer insight capabilities ⓒ Fiskars Group 25.11.2019 9

10. Slide 10: Store evolution

    Store evolution New flagship store concepts to be rolled out, omnichannel focus Stores as a platform for new services ⓒ Fiskars Group 25.11.2019 10

11. Slide 11: Stores support implementation of services

    Stores support implementation of services Rolled out in all own iittala stores in Finland in 2019 E-commerce extension in piloting phase Assessing expansion to other countries ⓒ Fiskars Group 25.11.2019 11

12. Slide 12: Other service models under development

    Other service models under development Responding to new consumer habits, such as sharing and renting Arabia launched subscription service on November 18, 2019 ⓒ Fiskars Group 25.11.2019 12

13. Slide 13: Appendices

    Appendices ⓒ Fiskars Group 25.11.2019 13

14. Slide 14: Brands with own e-commerce

    Brands with own e-commerce ⓒ Fiskars Group 25.11.2019 14

15. Slide 15: Store network in SBU Living

    Store network in SBU Living A total of 347 own stores at the end of 2018 BY BUSINESS BY REGION BY TYPE 5% 11% 33% 46% 54% 30% 59% 62% English & Crystal Living Scandinavian Living EMEA APAC Americas Concession Outlet Store ⓒ Fiskars Group 25.11.2019 15

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