Cordless or electric?

Conditions in the market for electric garden tools in Europe were tough in 2013. The total number of appliances sold in DIY stores, garden centres and over the Internet was 11.1 million, two per cent less than in the preceding year. The market stagnated in value terms at a volume of € 713 mio, it was revealed by these figures published by Bosch.
The decline was even more pronounced in Germany, where the number of units shrank by seven per cent to 2.4 per cent and sales declined by five per cent to € 286 mio. In Austria and Switzerland a similar market trend was observed, according to Bernd Müller, head of sales for Germany, Austria and Switzerland at Bosch Power Tools.
The fact that sales have not declined as sharply as the number of units is attributable primarily to the popularity of cordless appliances. They experienced growth of six per cent, taking their market share to 41 per cent. The garden tools line of Bosch Power Tools has bucked the general trend, with sales increasing by one per cent in the last year to € 253 mio. Adjusted for currency exchange effects, growth amounted to three per cent.
The figure was much higher in Germany, where the Bosch line grew by 13 per cent in the DIY store distribution channel and online trade, while the market as a whole stagnated. In the whole of Europe, where Bosch sells 90 per cent of its products, sales were up by five per cent.

Cordless tools play a special role for Bosch. While this market grew by six per cent in value terms, Bosch’s sales in this segment jumped by 21 per cent, increasing its market share to 51 per cent. Cordless tools now account for 35 per cent of all Bosch’s sales of garden products.
In this context Bernd Müller cited the Indego automatic lawnmower, which was introduced in 2013. From a standing start this appliance has secured a market share of 34 per cent, with sales reaching € 1.8 mio. The entire product category has grown by 35 per cent in DIY stores and the online trade to a volume of € 5.4 mio.
The Internet assumes a special significance too, however. This sales channel grew by 40 per cent in 2013 and was responsible for a share of 18 per cent of Bosch garden tool sales. So-called “pure players” account for a half to two thirds of these.
The…