Flymo Turbo Compact - 'Lawn Mowing by N. R. Hartley'

Nigel Hartley

At the start of 2001, Flymo, a market leading brand, was under threat from a number of sources. ‘Hover collect’, a category Flymo had invented, had lost over 25% of its market share.
Agency: Robson Brown Author: Nigel Hartley

Flymo Turbo Compact

'Lawn Mowing by N. R. Hartley'

BACKGROUND

The British invention of the Hovercraft was the inspiration for Swedish inventor Karl Dahlman to develop a mower that could float on a cushion of air in any direction. The concept became Flymo and the first model hit the shops in 1965. Since that time Flymo, now owned by Electrolux Outdoor Products, has become the number one name in lawnmowers in the UK.

PROBLEMS

By 2001, Flymo was still a market-leading...

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