Scan Magazine | Business Profile | Stihl Danmark
Smaller, stronger and smarter – the gardening tools of the future For many Danes, wielding a powerful gardening tool is as good as therapy – and not just for men. Women are increasingly investing in modern gardening tools and, thanks to its investment in research and development, Stihl has become the first choice of many. By Signe Hansen | Photos: Stihl
You do not have to be a six-foot-tall man to enjoy the power of a Stihl tool. The company aims not only to make its tools noise-free, safer and more environmentally friendly, but also to ensure that they can be handled by people of all sizes. “The first chainsaw made by Stihl, in 1926, weighed 50 kilogrammes and had to be handled by two people. Now, you can get a chainsaw powered by either battery or petrol that weighs as little as 2.8 kilogrammes,” explains Stihl’s Danish country manager, Michael Nielsen. 78 | Issue 114 | July 2018
Today, Stihl’s range of garden tools and machinery comprises much more than just chainsaws. Hedge cutters, lawn mowers, grass trimmers and leaf blowers are just some of the Stihl products that can power up any job, whether in a professional or domestic setting.
For beginners and pros For many years, Stihl tools were mainly bought by professionals and middle-aged men. In recent years, however, the company’s new price categories, sizes, and
functions have attracted a much broader customer base. “Traditionally many younger men have seen Stihl as an expensive, high-quality product and might have gone for cheaper solutions. But now, more are realising that with the shorter lifespan of cheaper products, a Stihl tool is actually better value in the long-term. We’ve also seen women come onto the market. I think it’s because more women live and manage on their own and so they’re investing in a small hedge cutter, trimmer or chainsaw,” Nielsen explains. “It’s something we’ve taken into consideration in our product development by, for instance, ensuring that our trimmers can be adjusted to people of different heights.” For novice gardeners, buying Stihl tools also has the advantage that all traders