Fiskars contacted O12 to create a concept and toolkit for their global retail estate, focussing mostly on their outlet offering. Fiskars outlet stores house several of their brands that fall into the group including Wedgewood, iittala, Royal Copenhagen and more. The objective was to create a commercial and profitable concept with clear and scalable branded spaces for selected hosting brands.
In order to build a robust foundation to the project, O12 conducted a retail safari with the Fiskars team, exploring everything from communication messaging to product value perception. Workshops were also held with the Fiskars team to gain greater understanding of each brand and its positioning. The most evident finding was this missed opportunity for merchandising variances of strong premium brand positioning. Resulting an inconsistent and unclear customer journey at store level, with no clear direction or focal point of brands and products.