UK Volume 20 Flymo Superbrands UK Annual Vol.20 Flymo launched its first Lithium-Ion battery lawnmower, ideal for the typically small UK lawns, the Mighti-Mo 300 Li, in 2017. Powered by a 40V battery, it is lightweight and compact, whilst being a surprisingly powerful small lawnmower. Following on from this success, 2019 sees the launch of a cordless, interchangeable battery system, C-LiNK. This lightweight power head connects to three interchangeable gardening tools – a hedge trimmer, grass trimmer and blower. All three products within the range use a powerful 20V Lithium-Ion battery, the first of its kind for handheld Flymo tools. The new C-LiNK range is complimented by three C-LiNK compatible products, which use the same battery and charger system. These are a lightweight trimmer with a specially designed, innovative, in line edging wheel to make lawn edging easy, the Contour Cordless 20V Li; a lightweight hedge trimmer, the EasiCut Cordless 20V Li; and the SabreCut XT 20V Li, which is a versatile, long reach hedge trimmer, to tackle taller awkward hedges. Promotion Flymo supports its products and innovations with multi-channel promotions. Over the years it has run many national TV advertising campaigns alongside national media press campaigns. Going forward, a leading focus for 2019 and beyond will be to strengthen its digital and online presence to support the consumer shift from in-store to online shopping behaviour. Indeed, Flymo estimate that over 40% of all its sales are now online via one form or another. Enhancing the customer experience online is now a major priority for Flymo at every stage of the customer journey. The Flymo website acts as a hub for the latest information about the brand, gives the opportunity to register products as well as keep up to date with the Flymo newsletter and enter special member competitions. Brand Values Flymo was founded on innovation and in its 55th year in the UK, its thirst for design and technological development continues. Its aim is to create products that are ‘Easier by Design’, suited to today’s modern lifestyle in order to help consumers maintain impeccable gardens. Since inventing the hover mower more than 50 years ago , Flymo has become a market leader in effective and affordable garden care products. Its range now encompasses everything from grass trimmers to robotic lawnmowers .With constant design and technological innovations being at the heart of Flymo, the brand is continually revolutionising its range Market Flymo is part of the Husqvarna Group, which is a leading global producer of outdoor power products including lawnmowers, robotic mowers, garden tractors, chainsaws and trimmers. In the UK, Flymo is a leading lawnmower brand as well as being at the forefront of design and innovation across a wealth of other gardening equipment segments. Over the years, Flymo has built a very close relationship with UK gardeners, learning about what they need and what problems they have in the garden, then using its ‘Easier by Design’ philosophy to create and develop new products to make gardening easier. Customer satisfaction and support is a key priority, Flymo research has found that over 70% of people who have bought from the brand would purchase a Flymo lawnmower again. The company therefore works hard to retain these high levels of brand loyalty. Product Flymo’s consistent drive to make products ‘Easier by Design’ stems from its invention of the hover mower, back in 1963. The traditional heavy petrol lawnmower was transformed into a significantly lighter and easy to use product, literally floating on a cushion of air and easy to manoeuvre in any direction. Since then, Flymo has set the pace by producing high performance hover mowers alongside other gardening power tools. In 2019 Flymo will launch two new Hover lawnmowers. The first being an update on the classic hover mover, the Turbo Lite 250 is the smallest non-grass collecting hover within the range with a 25cm cutting width and a metal blade. Designed for efficient mowing of small lawns, this hover has first-time buyers and novice gardeners in mind. It is lightweight and easy to use and if used regularly, doesn’t require grass to be collected. The slimline Hover Vac 250 is another new light and easy to use addition. Suited to small gardens, it features a 25cm cutting width and a metal blade, ensuring a clean cut every time. The 15L grass basket is accessed from the top of the mower, for easy emptying. Both of these compact, lightweight models feature handles that fold down for easy storage. Since launching the 1200R robotic lawnmower in 2013, when robotic lawnmowers were almost unknown in the UK, Flymo has helped grow the market segment by making robotic lawnmowers more available and affordable, now taking a significant share of the UK market. These lawnmowers leave no visible grass on the lawn because they cut such a small amount at a time. By cutting little and often, the lawn always looks healthy. The robotic lawnmower works within a set boundary in the garden, it will mow in the rain and will automatically return to its charging station. In addition to its comprehensive lawnmower range, Flymo’s garden power tool range has seen the launch of the Contour Cordless 20V Li, EasiCut Cordless 20V Li and SabreCut XT Cordless 20V Li, which tackle a variety of trimming jobs. All these products are available in 2019 with a new powerful 20V Lithium-Ion rechargeable battery, eliminating the need for a power cord. Achievements Over the 55 years that Flymo has been in business it has become an established and iconic sight in UK gardens. It has consistently held high market shares in the UK, at its peak taking over 50% share of the UK lawnmower market. In the 1980s, Flymo gained the Queen’s Award for Technological Achievement as well as receiving royal recognition for its ability to export – taking its lawnmower to over 60 countries worldwide. Heavy investment and research has seen Flymo introduce an automation programme, making it the first company in Britain to fully assemble and test its products using robots. Recent Developments Flymo has recently turned its attention to battery-powered products as they can solve some of the problems consumers face when using electric products that have power cables. Battery technology has rapidly advanced, becoming a more powerful and reliable power source. Brand History 1963 The Air Cushion mower is invented by Karl Dahlman, taking inspiration from the newly launched Hovercraft. 1964 Flymo Ltd is formed and manufacturing begins at Aycliffe, in the north of England. 1970 Flymo’s first electric model launches. 1981 The first grass collecting air cushion mower is introduced. The following year, Flymo receives a Queen’s Award for export achievement. 1988 The launch of the Multi Trim electric trimmer is the most successful in Flymo’s history. 1993 Flymo GardenVac is successfully launched, going on to create a new market segment all over Europe. 1999 Flymo launches its first cordless, battery powered mower for small gardens. 2013 The 1200R Robotic Lawnmower is launched. 2014 Flymo launches a new hover collect lawnmower with unique twin chamber hovering deck for a cleaner neater cut and closer cutting up to edges. 2017 The first Flymo Lithium-Ion battery lawnmower, Mighti-Mo 300 Li, launches. 2019 Flymo celebrates its 55th birthday and the first Flymo Lithium-Ion interchangeable battery range, C-LiNK is launched together with a complimentary range of C-LiNK compatible products. * Source: Survey Sampling International (SSI)