With a portfolio of 12 heritage brands like Iittala, Wedgwood, Georg Jensen, Royal Copenhagen, and Moomin, The Fiskars Group holds over 1500 years of history. As VP of Design and Product Development, I was tasked with transforming these brands into modern, relevant luxury lifestyle offerings.

The challenge was to attract younger customers, elevate the offering, and drive growth post-Covid against competitors like H&M Home and Zara Home.

I focused on craftsmanship and heritage, reinterpreted through modern culture, brought in Creative Directors from luxury fashion, and broke silos to build cross functional teams to deliver two story-led collections per year for each brand. This gave impactful marketing and a smart approach to category expansion.

Key results include a 50% reduction in time to market, double-digit net sales growth, and record margins and EBIT growth. The approach was formalized in a playbook and applied across the portfolio.