I was in the pet care aisle of a supermarket the other day, and suddenly I saw a set of black and orange utensils.

I could tell it was Fiskars from a mile away.
Fiskars in the pet care section?

Well, it’s not such a crazy idea if you think about it.

A company that sells cutting utensils can definitely jump into selling home grooming tools.

And that’s where the bigger business story begins.

Regardless of the global crises, the pet industry has proven to be one of the most resilient and consistently growing sectors in the world.

When a 375 year old (yes, that old) Finnish company quietly launches a pet care line, it’s not casual. It’s a calculated, smart diversification move into a category that rewards quality and trust.

That campaign I’m seeing now started, apparently, last November.

But what’s especially smart isn’t just the product fit.
It’s the positioning.

They’re leaning into the emotional side of pet ownership.

The same Nordic warmth and “tools that make life easier” philosophy they use for kitchen and garden is now applied to pets.

Home grooming isn’t framed as a chore but as a care ritual.

That’s powerful differentiation from professional grooming brands that perhaps focus on performance and expertise.

Fiskars focuses on the relationship 🧡

PS. And yes, I bought their nail file (my dog turns into a drama king whenever he sees the nail scissors 🤭)