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Husqvarna Professional Products, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Husqvarna Forest & Garden Products is a global manufacturer of outdoor power products for forestry, park maintenance, and lawn and garden care, as well as cutting equipment and diamond tools for the construction and stone industries. The company's US headquarters are located in Charlotte, NC.

Main Telephone (704) 597-5000
Main Fax (704) 599-4310
Primary Address
9335 Harris Corners Parkway
Suite 500
Charlotte, NC 28269

Husqvarna Professional Products, Inc. Contacts

Contacts (5)
Name Title State
Jeff H. President - Consumer Brands NC
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (704) 597-5000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 9335 Harris Corners Parkway
Suite 500
Charlotte, NC

Glen O. Marketing Director NC
Michelle S. Director, Marketing Dealer Division - North America NC
Ke X. eMarketing Manager NC
Lori Y. e-Commerce Shopper Marketing Manager NC

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Poulan *
Husqvarna Professional Products, Inc. *******

Agency Relationships

Brand Agency Service From To
********* ************ ********, ***. ******* ***** AOR - creative 2012 present

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High-dollar sewing machines aim for tech-savvy users

Riding a surge in sewing popularity, several manufacturers are selling sewing machines that cost upwards of $7,500.
The ultra-expensive models feature a slew of high-tech features that help users sew better and faster, according to The Wall Street Journal. Sewers can create an embroidery pattern on their computer (even using a scanned-in photo) and then transfer it onto cloth. The new machines even feature cruise control pedals and allow users to sew a button in one step. The machines feature touch-screen interactivity and easy connection to the home PC.
Apparently, it’s right time to market at $7,500 sewing machine. Sewing popularity is on the rise with sales of sewing machines increasing from 2.4 million in 2004 to 2.5 million in 2005, according to the article. Anecdotal evidence of sewing class enrollment has also risen. Apparently many of the students are younger and therefore more comfortable with the new high-tech devices. And a fast-growing trend finds young urbanites attending “sewing parties” where tricks of the trade are presumably discussed.
So, this little market niche appears ripe for exploitation. Who knew that the scrapbooking fad would turn into a multi-million dollar industry?
Westlake, Ohio-based Husqvarna Viking makes a $7,499 unit called the Husqvarna Viking Designer. The machine arrives pre-loaded with 175 embroidery designs and allows users to scan images and convert them into embroideries.
We spoke to Nancy Jewell, publicity director for Husqvarna to explore marketing opportunities. She said the Viking Designer has been on the market since 2004 and has been updated twice. She said most of the marketing is handled in-house, but the company does use a small Ohio agency on an “as-needed basis.”
Jewell said their ad budget of $500,000 a year would probably preclude working with large agencies. She said the company markets its sewing machines primarily in trade publications, including sewing, homemaker and women’s magazines.
Clearly the budget at Husqvarna isn’t very large, but a smaller agency may like to make a pitch on unique ways to capture this high-end sewing machine’s target market.
Jewell said she and President Stan Ingraham are the decision makers for advertising.
Mahwah, N.J.-based Janome Sewing Machine Co. markets another $7,499 unit. The Memory Craft 11000 features 122 built-in designs and a movable computer screen and many other features. We’d recommend calling on Janome as well.
SVP Holdings, Ltd./Husqvarna Viking USA
31000 Viking Parkway
Westlake, OH 44145
(440) 808-6550
Stan Ingraham
Husqvarna Viking Dealer Business
(440) 808-6550
Ms. Nancy Jewell
Publicity Director
(440) 808-6564
Janome America, Inc.
10 Industrial Avenue
Mahwah, NJ 07430
(201) 825-3200
Randy Thomas
Senior Vice President
Sales & Marketing
(201) 825-3200