Fiskars Oyj Abp · OMXHEX:FSKRS
Fiskars Oyj Abp — Fiskars Group — Investor Day (November 2025)
49 slides from Fiskars Oyj Abp's investor day presentation, November 2025
Slide 1: Get to know Business Area Fiskars
Get to know Business Area Fiskars
Slide 2: Today's speakers
Today’s speakers Jyri Luomakoski Jussi Siitonen Dr. Steffen Hahn Fiskars Group’s President & CEO Fiskars Group’s CFO CEO of Business Area Fiskars Employed since 2025 Employed since 2021 Employed since 2024 (BoD 2016-2025) 2 NOVEMBER 2025 Ⓒ FISKARS GROUP
Slide 3: Agenda
Agenda 1. Opening of the event Jyri Luomakoski, President & CEO of Fiskars Group 2. Business Area Fiskars – resilience combined with an efficient capital structure Jussi Siitonen, CFO of Fiskars Group 3. Capturing the hearts and minds of consumers since 1649 Dr. Steffen Hahn, CEO of Business Area Fi
Slide 4: Welcome & introduction
Welcome & introduction JYRI LUOMAKOSKI PRESIDENT & CEO OF FISKARS GROUP 4 NOVEMBER 2025 Ⓒ FISKARS GROUP
Slide 5: Pioneering design to make the everyday extraordinary
Pioneering design to make the everyday extraordinary – global home of design-driven brands for indoor and outdoor living Est. 1649 Est. 1904 Est. 1775 Est. 1759 5 Est. 1939 Arabia est. 1873 Est. 1881 Est. 1783
Slide 6: Fiskars Group has a well-balanced global footprint
Fiskars Group has a well-balanced global footprint ~130 NORTH AMERICA Nordics APAC ~30% of net sales ~20 ~20% of net sales UK & Ireland ~20 ~50 ~100 Continental Europe China Japan Global presence +100 countries ~70 EUROPE ~500 own stores ~50% of net sales Rest of APAC +60 own e-commerce stores ~100
Slide 7: Vita and Fiskars: Independent Business Areas with different strategic growth opportunities
Vita and Fiskars: Independent Business Areas with different strategic growth opportunities BUSINESS AREA FISKARS (Net sales: EURm 531*) BUSINESS AREA VITA (Net sales: EURm 610*) CHANNELS BY NET SALES CHANNELS BY NET SALES Direct • A market leader in • Unique portfolio of 3% its categories desirable
Slide 8: We have completed our "brands first" approach
We have completed our “brands first” approach – operationally independent Business Areas 2020: 2023: FEBRUARY 1, 2025: BAs as product owner, part of BAs as business owner, Operationally independent Group-wide matrix organization P&L accountable Business Areas with own CEOs BA BA BA BA BA Fiskars Vit
Slide 9: This way of operating enables speed of execution
This way of operating enables speed of execution, and is a key enabler for future growth Full business Transparency and accountability measurability End-to-end responsible More precise target business CEOs, improved setting and capital flexibility and speed allocation Independent legal entities* Ded
Slide 10: Business Area Fiskars – resilience combined with an efficient capital structure
Business Area Fiskars – resilience combined with an efficient capital structure JUSSI SIITONEN CFO OF FISKARS GROUP 10 NOVEMBER 2025 Ⓒ FISKARS GROUP
Slide 11: Different P&L profiles – Business Area Fiskars demonstrates high SG&A efficiency
Different P&L profiles – Business Area Fiskars demonstrates high SG&A efficiency LAST 12 MONTHS (Q3 2025) NET SALES SG&A AND DEVELOPMENT GROSS MARGIN MARKETING EBIT MARGIN Marketing Fiskars -3.7% 39.3% SG&A 27.0% 13.0% Vita 0.1% 55.0% 50.1% 5.3% Group -1.6% 47.7% 40.8% 7.5% 11 NOVEMBER 2025 Ⓒ FISKAR
Slide 12: ROIC: Invested Capital structure highlights different Business Area roles
ROIC: Invested Capital structure highlights different Business Area roles NET OPERATING RETURN ON INVESTED CAPITAL (EURM) BY BUSINESS AREA CAPITAL TURNOVER (LTM) × PROFIT AFTER TAXES (LTM) INVESTED CAPITAL (LTM) 1,263 Fiskars Vita Other 3.0X 15% 40% 340 NWC (27%) 40% 60% 0% Fiskars Capitalized 133 L
Slide 13: Tariffs are more pronounced in BA Fiskars, SG&A improvements mitigating impacts
Tariffs are more pronounced in BA Fiskars, SG&A improvements mitigating impacts Q3 2025 BA FISKARS EBIT EXCL. IAC BRIDGE, EURm 20 -1.0 13.6 12.6 10 0 Q3-24 Sales Gross Tariffs Marketing SG&A Other Q3-25 Volume Margin Income 13 NOVEMBER 2025 Ⓒ FISKARS GROUP
Slide 14: Tariff impacts & response: Focus on market share and cashflow
Tariff impacts & response: Focus on market share and cashflow Exposure Actions • U.S. exposure heavy with • Direct tariff impacts expected Fiskars BA: ~ 30% of Fiskars to be mitigated: Agile response Group's net sales, ~ 50% of through ongoing productivity Business Area Fiskars’ net initiatives sal
Slide 15: Capturing the hearts and minds of consumers since 1649
Capturing the hearts and minds of consumers since 1649 DR. STEFFEN HAHN CEO OF BUSINESS AREA FISKARS 15 NOVEMBER 2025 Ⓒ FISKARS GROUP
Slide 16: Business Area Fiskars: well-diversified, yet united by cutting competence
Business Area Fiskars: well-diversified, yet united by cutting competence SALES SPLIT BY CATEGORY SALES SPLIT BY CHANNEL SALES SPLIT BY COUNTRY Other Direct Cooking Finland 3% 3% 10% 11% Germany 9% Scissors & creating 18% Poland 8% 48% US 53% Gardening 4% Sweden 4% 16% Norway Outdoor 16% 97% Indirec
Slide 17: We serve consumers around the world
We serve consumers around the world - through major retail partners, online and offline We sell almost 100 pairs We sell enough stick The number of Fiskars of scissors per minute tools in the Nordics each products sold in Australia during the Back-to- year to equip roughly suggests they could be Sch
Slide 18: Geographically diverse world-class manufacturing combined with efficient sourcing
Geographically diverse world-class manufacturing combined with efficient sourcing Own manufacturing Distribution centre MANUFACTURING UNIT MANUFACTURING UNIT MANUFACTURING UNIT MANUFACTURING UNIT PORTLAND, OREGON, U.S. SLUPSK, POLAND BILLNÄS, FINLAND SORSAKOSKI, FINLAND 18
Slide 19: Harnessing our 376 years of legacy
Harnessing our 376 years of legacy 19 NOVEMBER 2025 Ⓒ FISKARS GROUP
Slide 20: We have always been at the forefront of innovation
We have always been at the forefront of innovation “Twenty years too early – Fiskars launched the microwave oven already in 1965 but at that time Finns were still getting used to refrigerators”
Slide 21: Leveraging our iconic innovations
Leveraging our iconic innovations The claw weed-puller in 2004 The Power Gear Plastic-handled mechanism scissors in 1967 in 1996 The ropeless tree pruner in 1997 Note: Fiskars has innovated certain functionalities to improve these products 21 NOVEMBER 2025 Ⓒ FISKARS GROUP
Slide 22: Fiskars delivers functional AND emotional value
Fiskars delivers functional AND emotional value 64 red dot design award wins since “There are very few companies that have a success rate of almost 100%, but Fiskars is one of 1990 them.” Professor Dr. Peter Zec, founder and CEO of Red Dot 2025 2024 2024 2023 2023 2022 2021 2020 2019 2019 2019 2019
Slide 23: Durable design: a cornerstone of our commitment to sustainability
Durable design: a cornerstone of our commitment to sustainability Durability Circularity Repairability Scissors Several of our product ranges, Many of our products use circular The Fiskars X-series DualAction such as X-series axes, have an materials – the Fiskars Classic scissors pruner has replacea
Slide 24: A market leader in the garden cutting category
A market Market leader leader inin the garden cutting gardening category
Slide 25: A leader in adult scissors and children's scissors
A leader in …and adult children’s scissors… creating 25 NOVEMBER 2025 Ⓒ FISKARS GROUP
Slide 26: Over one billion Classic Scissors sold worldwide
Over one billion Classic Scissors sold worldwide 26 NOVEMBER 2025 Ⓒ FISKARS GROUP
Slide 27: Offering supplemented by the regional categories of outdoor and cooking
Offering supplemented by the regional categories of outdoor and cooking COOKING 27
Slide 28: Fiskars brand power – trusted worldwide
Fiskars brand power – trusted worldwide Fiskars orange-handled scissors In the U.S., Fiskars kids’ scissors In 2025, Fiskars ranked as Finland’s are the official scissors of NCAA are so well-known that the brand second most reputable brand, basketball® in the U.S., used in the name is often used as
Slide 29: We take decisive actions to fund future growth
We take decisive actions to fund future growth SG&A SHOWS PRUDENT COST MANAGEMENT, DECISIVE INCREASE IN MEDIA SPEND LTM Indexed values (Q1 22 = 100) 130 120 Media 110 100 90 80 SG&A 70 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 22 22 22 22 23 23 23 23 24 24 24 24 25 25 25 29 NOVEMBER 2025 Ⓒ FISKAR
Slide 30: Robust EBIT margin even during the recent challenging times
Robust EBIT margin even during the recent challenging times BA FISKARS COMPARABLE EBIT MARGIN AND NET SALES PERFORMANCE AGAINST PEERS mEUR, LTM LTM EBIT, % COVID peak 700 Profit protection 20% 20% during volume decline 15% Fiskars BA 600 10% 10% 500 5% Sales (LHS) EBIT % (RHS) 0 0% 0% 2019 2020 2021
Slide 31: Well-positioned to drive future topline growth
Well-positioned to drive future topline growth 31 NOVEMBER 2025 Ⓒ FISKARS GROUP
Slide 32: Our model and priorities
Our model MEDIA INNOVATION and priorities POINT-OF-SALE 32 NOVEMBER 2025 Ⓒ FISKARS GROUP
Slide 33: We have more than doubled our innovation pipeline in the last 20 months
We have more than doubled our innovation pipeline in the last 20 months 33 NOVEMBER 2025 Ⓒ FISKARS GROUP
Slide 34: Leveraging our position for continued conversion – Ultra Axes
Leveraging our position for continued conversion – Ultra Axes THE FISKARS ULTRA AXE RANGE EXPANSION OF DESIGNED FOR THE FISKARS AXE OFFER PASSIONATE HOBBYIST New ToughCoat That enjoys splitting innovation for blade wood, appreciates high friction reduction, as our performance, and is new top range w
Slide 35: Reaching new urban consumer groups with indoor gardening
“I am so obsessed with this little set! I hate repotting houseplants inside because of the mess, but I hate being out in the cold even more! I love how this ingenious little set makes it feel so much more approachable.” Reaching new urban consumer groups with indoor gardening Mister Mat → While the
Slide 36: Pet Care plays on Fiskars' strengths and consumer trends
Pet Care plays on Fiskars’ strengths and consumer trends Pet ownership rising Millennials largest group Extensive cutting know- Full collection of high- globally – 71% of U.S. of pet owners, Gen Z how and brand equity quality, ergonomic pet households and 49% of growing fastest: both see harnessed f
Slide 37: New Fiskars Power: top end cutting performance and convenience
New Fiskars Power: top end cutting performance and convenience PERFORMANCE VERSATILITY USB-C
Slide 38: Accelerating retail expansion efforts
Accelerating retail expansion Market leader in the gardening category efforts 38 NOVEMBER 2025
Slide 39: We are where the shoppers are and we make the category more shoppable
We are where the shoppers are and we make the category more shoppable We are where the Proven model to make the shoppers are category more shoppable • Online and offline • Demonstrating brand power • At different price points • Delivering ready-to-execute concepts • For the everyday and special use
Slide 40: Reaching the right consumers at the right time
Reaching the right consumers at the right time
Slide 41: Investments in media delivering impact
Investments in media delivering impact – winning together with our customers > 100,000,000 Point-of-sale growth of media boosted products: Consumers reached Retailer A (U.S) +83% Retailer B (DE) +22% > 31,000,000 Retailer C (U.S.) +60% Clicks to Retailers Retailer D (SE) +58% Note: figures H1 2025 a
Slide 42: Key takeaways
Key takeaways • A market leading brand in key categories • Industry leading innovation capability – applied to existing and new categories • An adjusted commercial model to grow consumer relevance and retail success • Robust financials even in challenging times – proven cost and risk control • Well-
Slide 43: Powered for the next 375+ years
Company confidential Powered for the next 375+ years
Slide 44: Q&A
Q&A
Slide 45: Thank you!
Thank you! 45 NOVEMBER 2025 Ⓒ FISKARS GROUP
Slide 46: Appendix
FISKARS ss. GROUP 0 Appendix
Slide 47: Dr. Steffen Hahn, CEO of Business Area Fiskars
Dr. Steffen Hahn, CEO of Business Area Fiskars EDUCATION: EXPERIENCE: Dr. oec. (Consumer Behaviour), Weber Inc. 2020- 2023 President EMEA & Global Commercial Dipl-Ing. (Industrial Engineering) President EMEA M.Sc. (Management of Production) Senior Vice President, Commercial EMEA German Citizen McKin
Slide 48: BA Fiskars' quarterly development – last 3 years
BA Fiskars’ quarterly development – last 3 years NET SALES, EURm COMPARABLE EBIT (EURm) AND EBIT MARGIN, % -4.2% -0.9%* EURm % 180 167 40 25 164 160 151 153 156 150 30.6 30.6 29.5 20 140 131 30 127 130 126 24.7 121 115 22.3 120 110 15 20 100 15.2 13.6 14.0 12.6 10 11.1 11.9 80 10 7.4 60 5 40 0 0 20
Slide 49: Fiskars pet care introduced to consumers
Fiskars pet care introduced to consumers 49 NOVEMBER 2025 Ⓒ FISKARS GROUP