Fiskars Oyj Abp
OMXH:FSKRS
Decide at what price you'd be comfortable buying and we'll help you stay ready.
|
Johnson & Johnson
NYSE:JNJ
|
US |
|
Berkshire Hathaway Inc
NYSE:BRK.A
|
US |
|
Bank of America Corp
NYSE:BAC
|
US |
|
Mastercard Inc
NYSE:MA
|
US |
|
UnitedHealth Group Inc
NYSE:UNH
|
US |
|
Exxon Mobil Corp
NYSE:XOM
|
US |
|
Pfizer Inc
NYSE:PFE
|
US |
|
Nike Inc
NYSE:NKE
|
US |
|
Visa Inc
NYSE:V
|
US |
|
Alibaba Group Holding Ltd
NYSE:BABA
|
CN |
|
JPMorgan Chase & Co
NYSE:JPM
|
US |
|
Coca-Cola Co
NYSE:KO
|
US |
|
Verizon Communications Inc
NYSE:VZ
|
US |
|
Chevron Corp
NYSE:CVX
|
US |
|
Walt Disney Co
NYSE:DIS
|
US |
|
PayPal Holdings Inc
NASDAQ:PYPL
|
US |
Q1-2025 Earnings Call
AI Summary
Earnings Call on Apr 24, 2025
Return to Growth: Fiskars Group grew in Q1 for the first time since mid-2022, with both business areas (Fiskars and Vita) showing topline increases.
Improved Profitability: EBIT increased by EUR1.7 million, and EBIT margin rose by 300 basis points; strong growth in direct-to-consumer channels supported results.
Gross Margin Mixed: Vita’s gross margin improved by 90 basis points to 56.3%, while Fiskars BA’s gross margin decreased by 160 basis points from the previous year’s high but remains solid by historical standards.
Guidance Unchanged: Management kept 2025 guidance intact, expecting EBIT to improve versus 2024, despite headwinds from U.S. tariffs.
Tariffs Mitigation: Fiskars is actively mitigating tariff impacts through inventory management, diversified sourcing beyond China (including Vietnam and Europe), and productivity initiatives; direct impact in 2025 expected to be manageable.
Innovation & Brand Strength: New product launches and strong brand performance, particularly in Royal Copenhagen, Moomin, and Iittala, support growth.
Regional Trends: Strong performance in the U.S., Finland, Germany (Fiskars BA), and Nordics, Japan, South Korea (Vita), while China remains challenged.
Sustainability Progress: Share of circular products in net sales rose to 27% from 15% a year ago.
Fiskars Group returned to growth for the first time since mid-2022, with both business areas seeing increases in net sales. This growth was driven by strong brand performance, particularly in direct-to-consumer channels, and successful execution of business strategies.
Direct-to-consumer channels, including e-commerce and own retail, grew by 9%, reflecting robust consumer interest in Fiskars’ brands. Brands like Royal Copenhagen, Moomin, and a revitalized Iittala contributed meaningfully to growth, especially in key markets.
Management highlighted the significant exposure to U.S. tariffs, particularly in Fiskars BA, but said the direct impact in 2025 would be mitigated through existing inventories, sourcing diversification (including Vietnam and Europe), and ongoing productivity actions. Longer-term sourcing shifts for 2026 and beyond are underway.
Vita’s gross margin improved due to channel mix and better D2C sales, while Fiskars BA’s gross margin normalized after an unsustainably high Q1 last year. Operational efficiencies, new innovations, and productivity measures support ongoing margin resilience.
The company kept its 2025 guidance unchanged, expecting improved EBIT despite operating in a volatile environment. The guidance assumes the current tariff levels remain in place and does not factor in potential shifts in consumer sentiment, given no signs of demand weakness yet.
Fiskars BA saw strong growth in the U.S., Finland, and Germany, while Vita performed well in the Nordics, Japan, and South Korea. China remains a challenging market due to weak consumer sentiment, with no immediate signs of improvement despite government stimulus efforts.
Fiskars increased the share of circular products in its net sales from 15% to 27% year-on-year, reinforcing its commitment to sustainability. The company was also recognized on the Financial Times list of European sustainability leaders.
Fiskars is accelerating product innovation, especially in response to tariff-related challenges and evolving market conditions. New category launches, such as indoor gardening, and continuous product renewals support future growth and margin improvements.
Hello, and welcome to Fiskars Group's Q1 Results Webcast. I'm Noora Huttula from Fiskars Group's Investor Relations, and I'm here with our President and CEO, Nathalie Ahlstrom; and CFO, Jussi Siitonen.
So to kick things off, Nathalie will first take you through the key highlights of the quarter, after which Jussi will go through the financials. Nathalie will then tell more about business area performance, after which, both Jussi and Nathalie will spend some time to discuss the impact of tariffs as well as our guidance for 2025.
After the presentations, we will have time for your questions. As usual, you will be able to type in your questions in the chat during the presentation. And this time, we also have the possibility to take your questions through the telephone line. So if you wish to do so, you can find instructions in our results release published earlier today.
So with this, I hand over to you, Nathalie.
Thank you, Noora. And from my side, welcome to this Q1 announcement. I'm really proud to stand here and talk about Q1 because we really come from a position of strength. We had in Q4, we had the all-time high Q4 in terms of EBIT. And now we go into Q1 with also having a very strong Q1. This is the first time we've grown since the mid-2022 after the Ukraine war started. It's been a lot of actions, and I'll talk about that later that we have done to really start to drive this organic growth. And we also saw the EBIT growing.
A true joy is also that our own channels are D2C, so our own retail and our own e-com is growing at 9%. That's a healthy growth. And that really shows the strength of our brands that they are growing so much in our own channels.
The business separation that we announced in end of October, that is already online end of January, we started operationally to drive the company as in 2 legal own entities, Fiskars and Vita. Now to fulfill the separation of the business areas, we are still setting up the legal entities, but operationally, we are already working like this. And then finally, on the guidance, we keep the guidance for 2025 intact despite the headwinds of tariffs that we are seeing. And as Noora was saying, we have a section later in this presentation, where we are going to talk about our guidance and the impact of tariffs and what we are doing to mitigate it. So we are seeing our guidance for the year to stay that we expect the EBIT to be improving from last year's level.
And with that, I hand over to Jussi.
Thank you, Nathalie. First, some highlights now on our financials here. As Nathalie mentioned, we had a good start for the year. Net sales are up 1.7% on a currency-neutral basis, 3.2% in reporting currencies. Both BAs were growing, and that's something that we haven't seen that since Q2 2022. EBIT up EUR1.7 million and EBIT margin up 300 basis points here. One thing what we have, and I'll get back to that more in detail, is that gross margin went down 80 basis points here.
Cash flow. Free cash flow was negative as practically always is in Q1. Now it was EUR2.7 million better versus a year ago. Earnings per share on a comparable basis was EUR0.04 down versus last year. This is mainly due to our financing items, especially when it comes to FX changes. However, cash earnings per share was up EUR0.04.
When we informed about this BA split and have more independent role of our BAs, at the same time, we promised that we are increasing transparency how we are reporting these BAs. This is the first time we are now reporting business area specific gross margins. So what you can see here, the green line represents quarterly gross margin what we have both in Vita on the left and then Fiskars on the right. And orange line is our rolling 12-month basis.
As said, Vita gross margin up 90 basis points here, mainly driven by channel mix changes. So strong growth in D2C, 9% up; e-commerce, 10% and retail 9% there. But also within D2C, we were able to increase gross margins. So that's the main driver of this 90 basis point improvement what we had in Vita.
Fiskars was down 160 basis points versus Q1 2024. I would say that this is more from unsustainable high level what we had in Q1 2024. On longer term, this is very much in line what we typically have had gross margin in Q1 quarters there in Fiskars. On longer term, if we take this rolling 12 months trend, what we had the last 3 years, we have succeeded to improve gross margin in Vita by 230 basis points and almost 400 basis points in Fiskars. So this being the driver of our further profitability, I would say it's coming from very sustainable sources.
Then on Q1 EBIT, as I mentioned, it was up EUR1.7 million. And it's a good mix of further investments. When we came out with our Q4, we said that this year, we are committing to invest in demand creation, mainly in marketing there to support new categories, new product launches, new innovations. We continued that now or started that now in Q1. So marketing expenses were up almost EUR5 million there. And the good thing is that we were able to fund this investment organically. Volume growth, what we had as well as further efficiencies there when it comes to our SG&A, they contributed so that we were able to invest back. If you wonder what is this other income increase there, that's those realized FX hedges what we had now in Q1.
On cash flow, as said, it's following now our typical historical pattern what we had Q1 typically negative here. Now the big changes versus last year Q1 is net working capital. It went up versus last year by EUR17 million, the main driver being inventories. Long term, if you take our last 12 months cash flow, what we have, it remains flat at roughly EUR85 million.
Our net debt to EBITDA as well following the historical trend or seasonal trend what we have. Net debt to EBITDA was 2.90 now in Q1, slightly down versus last year same period. Also an increase what we have from year-end was slightly less than a year ago, what we had in the same period. As said, this is following our seasonal trend. So typically, we are picking up at the beginning of the year. And then when our strong cash flow quarters like Q4 and also partially Q3 are coming in, then we are getting back to a more normalized level, closer to our target of 2.5.
With that, I get back to you, Nathalie.
Thank you, Jussi. So then looking into our now independent business areas and their performance. We start with Vita. Vita grew in Q1 like Fiskars as well. And the driver behind the growth was really our strong brands, especially Royal Copenhagen and Moomin, who also last year in 2024 showed already last year a strong growth, and now they are continuing the growth in this year.
We're also very proud to say that Iittala is now growing 1 year after we did the brand-new renewal. And also Iittala has been improving the gross margin. So it's a very good recovery of Iittala. Like we also have had in the portfolio roles that it's an optimized brand where we want to turn it around, and that's now happening.
Our EBIT was in Vita increasing, thanks to the growth in the top line and also prudent cost management. Like Jussi was saying, in Vita also, we are investing in demand creation and which is then going to build the growth for the future. And thanks to the channel mix and the good growth in direct-to-consumer, our gross margin in Vita came up 90 basis points to 56.3%.
Then, if we look at the few highlights from Vita, we announced earlier in the year that we are simplifying the organization to keep really clear accountability. The regions are executing, the brands are putting the strategy, the channel strategies and assortment. And while simplifying this and ensuring that we have the right accountability, we have also then used this money that we are saving from the simplification into demand creation. And that structural reorganization has been completed in nearly all but one country.
Then the power of our brands. Vita in our own channels, our own e-com and our own retail and e-com, we have roughly 65 -- 62 e-comm sites globally. And the own retail, we have more than 500 stores globally. And here, we were able to demonstrate a 9% growth. And that really talks about the power of the Vita brands, how much they attract consumers to come into our stores and do the purchasing there. So this is a key indicator of how strong Vita is and the future potential of Vita.
Then I mentioned already Royal Copenhagen and Moomin Arabia who continued their good growth from 2024. And also Royal Copenhagen is this year celebrating 250 years and Moomin Arabia 8 years. So a lot of excitement and the celebration. And as said, Iittala really have turned around now. Iittala is growing. The gross margin is improving. So it's fantastic to see that only 1 year since the brand renewal, we're already seeing very positive figures. In addition to these brand gains that we've had, we also see good growth in the Nordics, in Japan and South Korea.
Vita now has built on its foundation, and it's looking at the future potential. And that's also why we announced a few weeks ago that we have appointed Daniel Lalonde as the CEO of Vita. Now the focus is on growth and really to execute on the full potential on Vita. And I see when looking at Daniel's background, a mix of premium and luxury background, very international background in fantastic companies. I think this is really a new start for Vita, and we'll take it far in the future. Daniel has already started with us. He started already last week and is in full speed in executing the future of Vita. So warm welcome, Daniel, to the team.
Then Fiskars. Fiskars had a good Q1, growth of 2.6%, and this was really driven by distribution gains in the U.S. So we have been winning new doors in the U.S. We've been winning shelf space and market share in the U.S. and also good growth in Finland and Germany. Of course, a good growth in top line is also then translating into increased EBIT. Like with Vita, also in Fiskars, we've invested significant amount into demand creation for the future potential of the brands. And like Jussi was saying, the gross margin came down a bit to more normal levels, what it is in Q1.
Then looking at a few highlights of Fiskars. I mentioned already the distribution gains in the U.S., which is fantastic also thinking that U.S. is our biggest market for whole of Fiskars Group and also it's the world's biggest economy. We also see growth from our not only distribution gains, but also when we're expanding into categories. And here is a good example of indoor gardening, a new category that we have been slowly expanding into and now it's really delivering. It's indoor gardening, but also for urban gardeners on your balcony and so on.
Then we're also renewing our products. Our classic -- Orange Classic scissors were just launched. And yet again, we won a Red Dot Design Award. And this is the 65th Red Dot Design Award we won as a company. And this time, it's for the Orange Handle scissors from Fiskars.
Then a few fun things from Q1. We have the March Madness, which is a basketball NCAA competition in the U.S. and where Fiskars scissors are very prominent because they're always there to cut the net after the victory ceremony. So those are a few highlights from BA Fiskars.
Then looking at sustainability. We're really proud to see that we continue to improve on our sustainability. And when we look at what's the most important metric we are following, it's a circularity. And when we look at circularity last year in Q1, our share of circularity of all our net sales was 15%. And now in Q1 2025, it's already 27%. So a huge tick up in how we have much products in net sales in circular products. So we are really committed to future-proof the business and ensure that we look at the whole biodiversity of the planet. We're also happy to announce that we were today listed on Financial Times list of the European sustainability leaders. And in this Financial Times ranking, we were mentioned in today's paper.
Then going to tariffs and our guidance. And when we look at our tariffs -- our tariffs, the U.S. tariffs, of course, the visibility is quite limited. It's a very dynamic situation we see out in the market with changing news all the time. If you look at the facts, for Fiskars Group, U.S. is 30% of our net sales. For Fiskars BA, it's 50% of the net sales. So of course, the direct impacts are significant for Fiskars Group, and this impacts our direct sourcing of products into the U.S.
Then we also, of course, have potential, which we don't know yet, that's speculative, potential indirect impact on consumer confidence, but that we don't know yet, and we don't see a sign of that yet in any of our markets. We are fully focused since Liberation Day on mitigating this adverse impact. So we are proactively working on mitigating the cost pressure and also to ensure that we preserve our market share, our placement in the shelves in the U.S. and also our margin resilience. And what we are doing, and Jussi will soon talk about it more is, of course, we are looking at pricing adjustments. But at the same time, because I was also saying that we want to maintain market share on shelf space, we're looking at a lot of different productivity initiatives to ensure that we are competitive in the U.S. market so that we can mitigate. So with this, we are mitigating the direct impact of the tariffs for the Fiskars BA into the U.S. with the actions we have now in place.
And then let's look more at the financials.
Thank you, Nathalie. So in this very dynamic and volatile environment where your guess is equally good as mine, we have decided to stick to the fundamentals here. And then if we go through the impacts there, what we have already now achieved this year. First, this direct impact are more straightforward. And they are, of course, Fiskars BA is very much exposed to those, whilst Vita is not so much on those direct ones there. However, Fiskars first half direct impact, we are expecting to manage. There are a couple of reasons here. First, we do have inventory in place when it comes to our U.S. customs cleared inventory that's already in our warehouses in U.S.A. Q1 done, which is, as you can see historically here, has a big weight on our full year EBIT, 39% last year, for example, was delivered in Q1.
And then this last week announced 90-day extensions there for tariff, of course, that's helping us as well as the announcements what we heard a couple of days ago that the current level seems to be quite unsustainable high level also for the U.S. government. So these are the fundamentals what we have in place. We have first half very important for Fiskars. So 2/3 of Fiskars EBIT is typically delivered in the first half, whilst in Vita, actually 97% is coming from the second half, so that almost 80% is Q4. And Vita is so much year-end loaded, the direct impact are small and then indirect impact, as Nathalie said, no further visibility yet. So therefore, it's almost like guessing game what happens late into this year.
So these are the fundamentals behind the guidance what we have. And now back to you.
Yes. So, these are the fundamentals like Jussi was saying behind our guidance that we are keeping unchanged despite the very volatile environment. So we're saying that our guidance will have an improved EBIT compared to last year's 2024 level. And what are the assumptions we have behind it? On the negative side, yes, the operating environment is very unpredictable. We see that the tariffs are going to have an impact on the sourcing costs that's come into the U.S. And with the inventory we already have in place, plus the multiple mitigation actions that we are having in place to ensure that we keep our cost efficiency and more productivity in the U.S., we are able to mitigate the direct impact of the tariffs now for 2025. So that's really strong delivery of the teams.
Then the potential indirect impacts on consumer confidence, not only in the U.S., but in the whole world, those we don't know. We have very limited visibility. And as you saw, for Vita Q4 is really the main quarter to deliver. So there, of course, we don't have -- we have so limited visibility. However, with the mitigation actions and also that Fiskars is delivering 67% of its whole year in the first half, we are confident that we can keep the guidance with an information we know at this point unchanged.
On the positive side, we see that we have gross margin resilience. We are expecting the gross margin to continue to support our EBIT going forward. And also the pricing adjustments and the ongoing productivity actions that we've had already and put in place already last year are there to support the EBIT going forward. So as I said, we keep the guidance unchanged. The first half of the year is very important for BA Fiskars. And there, we will be able to mitigate the direct impact of the tariffs for 2025.
Then for the EBIT generation of the whole year and the whole group, of course, Q4 and Vita and consumer confidence, which is indirect impact of the tariffs is the big unknown where we don't have visibility at the moment.
With that, just going and summarizing the highlights. In this very dynamic world, where there's so much happening, I'm really proud to stand here that say that we come from a position of strength. We have the all-time high Q4. We have a strong Q1 where we also showed growth for the first time in a long time and also improved EBIT. So we are in a strong position to tackle the challenges that we see in the macro environment going forward. We're very proud of the direct-to-consumer growth of 9%, which really talks about the strength of our brands. Consumers come to our stores. They are attracted to our brands. So 9% growth in direct-to-consumer. That's a good place to be in going into this uncertain place.
The split of the company into 2 legally independent entities is moving forward. And already today, Fiskars and Vita are operating as own separate companies operationally. And finally, we are keeping the guidance intact and the comparable EBIT is expected to improve from last year's levels.
Then a bit of a news flash. We are going to have an investor event, and this is really for all of you to know -- get to know Vita, get to know and hear more about the look and feel of Vita. We are going to have this investor event in Copenhagen, May 21. So please reach out to our group Investor Relations team to get signed up. During this physical event in Copenhagen, we will, of course, myself, Jussi, but then also Daniel Lalonde, the newly appointed CEO of Vita will be there talking about the business. So focus on getting to know Vita.
Our creative directors from our main brands, 4 of them will also be present, talking about the brand desirability, what we are going to do in the future to attract consumer attention and staying relevant for consumers. So we will have a good panel with our creative directors. We're also going to see one of our heritage sites, Georgiansen and Silva Smithy downtown Copenhagen and also then for our Copenhagen Season painting and also our newly renovated flagship store in Copenhagen. So please come and join us in Copenhagen, May -- the 21st of May and get to know Vita more.
But before that, before we see each other in Copenhagen, let's go for some Q&A.
Thank you, Nathalie and Jussi. So we already have some questions in the chat, but please do keep them coming. But first, let's see if there are any questions through the telephone line. So over to the operator.
The next question comes from Maria from Wikstrom.
This is Maria Wikstrom from SEB. I wanted to touch upon a bit more on the tariff question and in more respect to the -- I mean, the future rather than just this year's guidance. I wanted to see that -- I mean, I think you mentioned earlier that you have expanded your sourcing in Asia outside China. So can you please classify, I mean, your -- give a little bit of magnitude of the countries where you source from Asia?
Thank you, Maria, and good to have you here online. Yes, you're right, Maria, that we are sourcing a lot from Asia, not only China. And already during the first Trump administration many, many years ago, we moved away part of the sourcing, for example, to Vietnam. But now with this new wave of tariffs that came on Liberation Day, we are looking at multiple countries in Asia, but also in Latin America to really diversify the footprint, which will also be good for the longer term in the future. And the team is fully focused on doing this shift of the sourcing for the season then 2026.
And then if I may continue a bit on this same aspect that how do you -- I mean, how do you think is your possibility to transfer the increased tariff to your own prices? Or do you expect, I mean, to see the hit on your own profitability when the tariffs are effective?
Yes. Maria, what we really want to do in the U.S. is, as we have been now gaining not only in the U.S., in Germany as well, we've been gaining market share. We've been gaining distribution and shelf space. And we also want to go forward and protect that going forward because that talks about the long-term attractiveness of Fiskars going forward. But that's why this diversifying our sourcing is so important that we will then ensure that we are competitive also going forward. But priority is to protect the shelf space that we are having, but then at the same time, ensure that we are cost competitive there also that we don't price ourselves out of the market.
We also have improved efficiency in our own factories in Europe. So there's also a lot of opportunity for us to source directly from Europe into U.S. And that's a huge benefit we are having, for example, with our factories in Billnas and in Słupsk Poland, Billnas in Finland and Słupsk in Poland that we also can already now immediately start to use to supply to the U.S. So we have multiple options to protect our shelf space.
That's actually a good point. So it's not only about pricing to our customers or our consumers. There, of course, we are mindful that there are certain price sensitivity on those markets, so how much we can increase prices if so needed. But as Nathalie mentioned, it's a very holistic view. We are also discussing with our existing vendors there, how we share this challenge what we currently have and then also the whole manufacturing footprint, not only Asia, but Europe and all factories.
Yes. And then finally, if you could say a few words about the Chinese demand. I mean, how do you see it currently?
Yes. Good, Maria. Thank you for reminding about China. China, as we know, has been since second half last year, China consumer sentiment has been challenging. And we were able last year to have a flat development in China. Now in Q1, we came down with top line in China. And we don't see a change in the consumer sentiment in China at the moment. However, of course, the central government also last week and this -- sorry, this week has put a lot of actions in place to stimulate the consumer sentiment in China.
We don't see the actions of that yet in our own stores. We have a big footprint of own stores more than more than -- much more than 50 stores at the moment in China. However, what -- so we don't see a change in the consumer sentiment. However, what our team is doing in China is that they are really activating with new innovation, new celebrities. Celebrities is key in China. We will have new ones coming up so that we continue to be interesting for the consumer as we go forward. But yes, China has been challenging already since second half of last year and now Q1, but I'm very confident in what the actions our team in China is doing.
The next question comes from Calle Loikkanen from Danske BNK.
This is Calle Loikkanen from Danske Bank. I was wondering that could you perhaps open up a bit more on the gross margin development in BA Fiskars?
Yes, for sure. So BA Fiskars, the main drivers are the operational efficiency what we have achieved and then the new innovations what we have. As Nathalie mentioned, this Q1 this year was more like back to the normal level. So last year, Q1 was, I would call it, almost unsustainable high level. But more importantly, following this trend what we have had there. So in the last 3 years, if we take our rolling 12 months gross margin there, we have succeeded to get up almost by 400 basis points. So it's coming from many sources, mainly supply chain related. And further, what we will see in Fiskars is that when the new categories, new innovations are entering into market, they are further sweetening our gross margin in Fiskars BA.
And also, Calle, I could add that as mitigation actions also to the tariff and continuing our competitiveness in the U.S. as we have this trend of improving gross margin, that's, of course, one thing that is helping us now as we are fighting the tariffs -- the direct tariffs in the U.S.
Yes, absolutely, absolutely. And then thinking about the full-year '25, obviously, Q1 comparison number in gross margin was quite high, but how do you see it for Q2 and the rest of the year? Is there still room to improve also in BA Fiskars?
Yes. Without giving any specific guidance on gross margin of Fiskars BA, the fundamentals what we have in place there in supply chain, in new innovation and the likes are built to continuously improving gross margin in Fiskars BA. So for sure, based on what we can see, we have all the ingredients there to continue improving.
And then I was wondering about any comments on the different kind of areas, geographical areas in Q1. You already covered China, but any kind of other regions that you would like to comment on shortly at least?
Yes, I could start. So if we look at Fiskars BA, the strong regions was U.S., thanks to the distribution gains and also continued growth in Finland and Germany. So main markets for us in Fiskars BA. Then on Vita side, the strong regions were Nordics, Japan and South Korea. So also significant markets for us. So a joy to see that.
And then I was wondering that with very much uncertainty going on, especially in the U.S. and of course, globally, what are your customers currently -- customers in the U.S. currently saying? What are they seeing in terms of underlying demand? What are the thoughts in all of this? Any kind of comments from them?
Yes. I would say, first of all, thoughts and how we are feeling. This is a challenge, and we're just with good energy going in and finding solutions. And we find these solutions together with our big customers. And our teams are meeting with the big customers every single day in the U.S. And it's really focused on finding solutions. So very good, exceptionally good dialogues they are having.
Then more on consumer, we see that we have had a positive trend in Fiskars brand on the selling out. So point-of-sale data is showing strong growth. So it's early to say that how the consumer sentiment then eventually over time will be impacted by this changing in the U.S. but good, good energetic solution-minded discussions with the customers.
There are no more questions at this time. So I hand the conference back to the speakers for any closing comments.
All right. Well, now we have time for questions over the web as well. And I think we can go straight to the tariff topic. There are several questions also on the chat here. So first, maybe Jussi, you would like to take this. Was sales in the U.S. boosted by prebuying ahead of increased tariffs?
That's a bit challenging to answer because we don't see what the buyers or customers' motivation there to buy. What we see that the year started very strong. And when we ended up with this 2.6% growth, it was more the first half of Q1 by us than the second half.
Yes. And perhaps a little bit similar, but on a different angle. Have you made any increased sourcing to the U.S. inventory during Q1 while anticipating the potential tariffs?
So what you saw there when I shared our Q1 cash flow was that inventories went up EUR11 million here, whilst last year, we went down EUR30 million in Q1. So of course, and then combine that with the comments we said that this kind of U.S. cleared -- U.S. customs cleared inventory, what we have in warehouses in USA are able to serve us now for a short period of time, there was a certain period of time. So that's what we have done.
And then Nathalie, perhaps for you a question on our guidance. So just to be clear, your guidance assumes current tariffs to be in force for 2025, but no demand impact.
Yes. So we are focusing in our guidance. That's a very good question on the direct tariff impact. That's what we have in our guidance. We haven't assumed anything about the consumer sentiment because we haven't seen ourselves any sign of that, and we have over 500 stores globally. We haven't seen a change in consumer sentiment. So that we haven't assumed in the guidance because that would be speculative, which we don't see happening at the moment. But of course, the situation can change.
And then Jussi, a bit more on the sourcing side. Can you elaborate how much of goods sold in U.S. are currently sourced in China this year? And how much can you reduce that, for example, going into 2026?
Well, I think Natalie already partially answered these questions. We haven't disclosed specifically from which countries we are sourcing. Of course, China has a key role there. But as mentioned already, we have moved sourcing even before the tariff announcements there to other countries just like Vietnam. Then the capacity what we have in Europe, we have capacity in Finland, we have capacity in Poland in those products, what we can ship and sell in USA. So it's a quite broad manufacturing and sourcing landscape what we have here to operate.
And a bit more on the redirection of sourcing more on the margin side. So if assuming continued high tariffs between China and the U.S., is it possible to redirect sourcing? And how large impact could this have on your Fiskars BA margin?
Would you like to start, Nathalie?
Yes, I mean, yes, so we're actively working on redirecting the sourcing. And as I said, we've started it already during Trump first administration and now accelerating it. So that's -- and I think it's too early to go beyond 2025 to 2026 and look at the impact on margins because the world is so dynamic. But as I said, we are fully focused on this and have multiple actions in place.
Yes. Thank you. And it looks like we now have only one more question in the chat. So if you have any more, now is your chance to add them in the chat. But so far, the last question, perhaps, Natalie, you can answer this one. Do the current tariffs have any impact on new category launches?
Yes, they do. We're actually fast forwarding innovation so that we will be able there to -- with the changing landscape of consumer sentiment potentially in the U.S. and globally to be there for the consumers. And this is also part of the discussions we are having with the customers at the moment. So yes, fast forward and accelerating innovation.
Great. Well, there's no further questions, so we can end on that high note. Thank you all for your active participation, and have a good day.
Thank you.
Thank you.