Husqvarna seals Smartech and Selfridges alliance

A global garden technology leader has taken a major step to reach new audiences in the UK through an innovative retail partnership.

Husqvarna, headquartered in Newton Aycliffe, County Durham, has launched its award-winning Automower® and Aspire™ ranges at Smartech in Selfridges London. This marks the brand’s first collaboration with the iconic department store and the retail experience platform, known for showcasing cutting-edge tech.

Located on the lower ground floor of Selfridges on Oxford Street, the partnership allows Husqvarna to connect with shoppers seeking premium smart home solutions, offering expert in-store advice previously available only through its dealer network.

Samantha Donnelly, senior marketing & channel development manager at Husqvarna, said: “We are thrilled to be heading into Selfridges and bolstering our retail offering in the UK through our partnership with Smartech.

“As a North East based business, this is a huge milestone for us to be expanding our footprint and heading to the capital.

“Selfridges is a respected British institution, and we are excited to be a part of that heritage and be able to reach their customer base who perfectly align with our core audience. 

“Smartech has really enabled us to achieve this, and we love their passion for innovative tech brands and how they bring unique retail experiences to life.

“We know there is a growing demand for high quality, smart home products, so we are confident Husqvarna will be the perfect addition to the Smartech, Selfridges range in the London store.

“Customers will now be able to see and learn more about our garden products first-hand.”

The milestone reflects Husqvarna’s growing prominence beyond its North East roots, with its advanced robotic lawn mowers and compact garden tools continuing to redefine modern gardening.

Nathalie Bernce, CEO and co-founder of Smartech, added: “We are excited to welcome Husqvarna to Selfridges London and introduce the brand to our customers.

“We are confident that the brand will be the perfect addition to our flagship store and online platform as more of our shoppers are seeking out premium smart technology products and we know with Smartech, we can make this partnership a real success.”

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