UK Volume 21 Superbrands UK Annual Vol.21 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, a leading global producer of outdoor power products which encompasses 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 more than 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. 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 use a powerful 20V Lithium-ion rechargeable battery, eliminating the need for a power cord. Achievements For more than 55 years, Flymo has been an established and iconic sight in UK gardens. It has consistently held high market shares in the UK, at its peak taking more than a 50% share of the UK lawnmower market. 2021 will see the launch of the EasiLife GO robotic lawnmower. This is Flymo’s smallest and simplest robotic lawnmower yet, with its intuitive Push & Go interface and enhanced app control, it is ideal for smaller lawns. In addition, two new Flymo Hover Lawnmower ranges, SimpliGlide and EasiGlide, have also been introduced. Both of these ranges are lightweight and easy to manoeuvre. They are available in a 30cm, 33cm and 36cm deck size, with long life metal blades, powerful motors and ambidextrous handles, along with a host of other useful features. The EasiGlide range is available across three models – the affordable EasiGlide, the advanced EasiGlide V and the feature-packed EasiGlide Plus model. 2021 also sees the introduction of the Flymo EasiClean Li and Li Plus pressure washers. These compact lithium-ion battery powered portable pressure washers are ideal for quick and easy cleaning around the home and garden. 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 more than 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 In recent years, Flymo has been developing its range of battery-powered products. This technology can be used to solve some of the problems consumers face when using electric products that require power cables. Battery technology has rapidly advanced, becoming a more powerful and reliable power source. Flymo launched the Mighti-Mo 300 Li, its first Lithium-ion battery lawnmower, ideal for typically small UK lawns, in 2017. Powered by a 40V battery, it is lightweight and compact, whilst being a surprisingly powerful small lawnmower. Following on from this success, Flymo launched a new cordless, interchangeable battery system, 83% of DIY consumers recognise that Flymo is the UK’s leading lawnmower brand * DID YOU KNOW? * Source: Survey Sampling International (SSI)