uk.superbrands.com Superbrands UK Vol. 24 Market Flymo is part of the Husqvarna Group, a leading global producer of outdoor power products which encompasses lawnmowers, robotic mowers, garden tractors, chainsaws as well as 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. 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. Flymo still maintains its position as number one in robotic lawnmower sales in the UK and 2021 saw the launch of the EasiLife GO robotic lawnmower. This is Flymo’s smallest and simplest robotic lawnmower yet with an intuitive Push & Go interface and enhanced app control. Furthermore, in 2022 a total of 11 new products were launched across the Flymo Easi and Ultra product ranges. The feature packed Ultra range encompasses the 36V UltraStore 380R and 340R lawnmowers as well as the 18V UltraTrim 260 grass trimmer, 18V UltraCut 500 and 18V UltraCut Reach 420 hedge trimmers. Meanwhile, the practical Easi range encompasses the 36V EasiStore 380R and 340R lawnmowers as well as the 18V EasiTrim 250 grass trimmer, 18V EasiCut 450 hedge trimmer and 18V EasiClean low pressure washer. 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 have seen Flymo introduce an automation programme, making it the first company in Britain to fully assemble and test its products using robots. History The Air Cushion mower was invented in 1963 by Karl Dahlman, taking inspiration from the newly launched Hovercraft. The following year, Flymo Ltd was formed and manufacturing began at Aycliffe, in the north of England. In 1970, Flymo’s first electric model was launched. Then, in 1981, the first grass collecting air cushion mower was introduced. The following year, Flymo received a Queen’s Award for export achievement. The Multi Trim electric trimmer was launched in 1988 becoming the most successful product in Flymo’s history. Innovation continued and in 1993, Flymo GardenVac was successfully launched, going on to create a new market segment all over Europe. With small gardens in mind, Flymo launched its first cordless, battery powered mower in 1999. Another significant innovation, the 1200R Robotic Lawnmower, was launched in 2013. Following this, the first Flymo Lithium-ion battery lawnmower, Mighti-Mo 300 Li, was launched in 2017. In 2019 Flymo celebrated its 55th birthday. The following year Flymo extended its robotic lawnmower range with the launch of the EasiLife 200, 350 and 500 models. Flymo launched EasiLife GO 150, 250 and 500 models in 2021 – compact robotic lawnmowers with a simple Push & Go interface and advanced smartphone control. Flymo became a member of the Power For All Alliance in 2022. The following year, Flymo expanded its Power For All Range with an 18V EasiClear 100 variable speed blower and a versatile 18V EasiTrim 250 Plus Grass Trimmer. 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 simple 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, with a majority 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.
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