HUSQVARNA INTRODUCES HOME SERVICE PROGRAMME

Husqvarna has announced the launch of its Husqvarna Home Service (HHS) programme in the UK.

Described by the manufacturer as designed to meet the growing demand for residential robotic mowers in suburban areas, the HHS brings a “full-service experience” for customers. The company says from garden consultation and product selection to installation, maintenance, and seasonal storage, it is all delivered directly to the customer’s home.

This move is further strengthened, say Husqvarna, by their acquisition of Autocut UK Ltd, a specialist in Automower sales and services. Based in Devon, Autocut has been an exclusive Husqvarna Automower dealer since 2017 and a has built a loyal customer base. In a statement the manufacturer said “Autocut’s independent operation ensures continuity for existing customers, while enabling Husqvarna to expand coverage in underserved areas, particularly across the South of England.”

Stewart Carter, managing director, Husqvarna UK said, “The UK represents one of the highest growth potential markets for robotic lawn mowers in Europe, and we must continue to adapt to meet changing customer needs.

“With Autocut’s excellent reputation, they will play a pivotal role in accelerating the rollout of our Home Service model - something which is already well established and running successfully in a number of markets, including Sweden and Germany. The initiative will bring effortless lawn care to more customers, whilst providing valuable insights to help shape future innovations”.

The company went on to say how customers can book services online and have expert support at their doorstep. They also stress how the Husqvarna Home Service programme is designed not only to reach new customer segments but also to support the growth of Husqvarna’s regional coverage. Existing dealers who also wish to expand their offering and join the programme will benefit from new tools, training, and marketing support.

The initiative will launch with selected partners in early 2026, with plans to roll out across the UK.

“Complements rather than competes with the dealer channel”

Service Dealer asked Husqvarna md, Stewart Carter, for some further insights on the new HHS scheme.

SD: Can you tell us some more about how this move impacts your current dealer network? How can they get involved in this?

SC: The consumer landscape is transforming rapidly. Today's homeowners increasingly prioritise convenience, digital research, and at home experiences when making purchasing decisions. This shift is evident in the growing number of robotic lawnmower brands entering the market with direct-to-consumer strategies. However, our research confirms that customers still deeply value expert advice, reliable aftersales support, and trusted local service, elements that remain essential when investing in premium technology like Automower.

Our launch of Husqvarna Home Service (HHS), together with the acquisition of Autocut UK Ltd, represents a proactive response to these market developments. This initiative is designed to complement our existing dealer model by expanding our reach into focused areas where traditional in-store purchasing isn't the customer's first choice.

HHS meets evolving customer expectations by bringing the complete Husqvarna experience directly to the doorstep, while simultaneously creating new growth opportunities for our existing partners. Dealers who wish to participate in the programme will have full opportunity to do so. The model is built around genuine partnership, a joint investment supplemented by Husqvarna's digital tools, marketing support, and service systems. This is a proven business model already delivering excellent results in Sweden and Germany, with thousands of garden consultations completed and a 75% conversion rate achieved in 2025.

SD: Can you allay any concerns that traditional dealers may have that they are being circumnavigated by this development?

SC: Over the past 30 years, Husqvarna and our partners have collaboratively developed the robotic lawnmower market to where it stands today. We fully recognise the vital role our dealer network plays, and will continue to play, in Husqvarna's success. The introduction of Home Service is not about bypassing our dealers, it's about enhancing our presence in a changing marketplace. While consumers increasingly want convenience, they also value trust, expertise, and confidence in aftersales support - the strengths our dealer network provides.

The acquisition of Autocut supports this strategic approach. Autocut will continue to operate as a standalone business, supporting customers in previously underserved regions across southern England while piloting innovative ways of engaging consumers. The insights and operational excellence gained will be shared across our entire network, ultimately helping us raise the bar on customer experience for everyone.

We want to reassure all partners that this initiative complements rather than competes with the dealer channel. Home Service opens new opportunities for dealers who wish to expand their offering with Husqvarna's full support, enabling them to benefit from bespoke tools, training, marketing, and promotional resources.

Our collective ambition is clear: continue building awareness, grow Automower sales, and strengthen Husqvarna's leadership position in the robotic lawncare market.

Our dealers remain the cornerstone of our business. By combining their local expertise with Husqvarna's innovation and support infrastructure, we can offer customers the best of both worlds: the convenience of modern home service, backed by the confidence and care of a trusted local dealer.