When Did Singer Buy Husqvarna Viking

The acquisition of Husqvarna Viking by Singer is a topic that often causes confusion. Both brands have long and storied histories within the sewing machine industry. Understanding the timeline of their association requires a careful examination of corporate mergers and acquisitions over several decades.

The Pre-Acquisition Landscape: Singer and Husqvarna Viking as Separate Entities

To understand the acquisition, it’s crucial to first acknowledge that Singer and Husqvarna Viking operated independently for the vast majority of their existence. Singer, originally known as I.M. Singer & Co., was founded in 1851. It quickly became a global leader in sewing machine manufacturing, known for its innovative designs and mass production techniques. Husqvarna, on the other hand, has an even longer history, dating back to 1689 in Sweden. Initially a weapons manufacturer, Husqvarna diversified into sewing machines in 1872, establishing itself as a reputable brand known for its quality and durability.

For over a century, both companies competed in the global sewing machine market. They each developed their own unique product lines, technologies, and brand identities. Singer focused on affordability and widespread accessibility, while Husqvarna Viking targeted a more discerning customer base with advanced features and higher price points.

A Brief History of Husqvarna's Sewing Machine Division

Before discussing the Singer acquisition, it's important to note a significant ownership change that predated it. In 1997, Husqvarna's sewing machine division, then known as Husqvarna Sewing Machines AB, was acquired by VSM Group (Viking Sewing Machines). This was a crucial step in the chain of events that eventually led to the Singer acquisition. VSM Group was a privately held company based in Sweden, and it continued to operate Husqvarna Viking as a separate brand.

The SVP Worldwide Formation: A Merger of Giants

The key event that links Singer and Husqvarna Viking is the formation of SVP Worldwide. This occurred in 2006 when Kohlberg & Company, a private equity firm, acquired both Singer and VSM Group. This acquisition brought Singer, Husqvarna Viking, and Pfaff (another renowned German sewing machine brand already owned by VSM Group) under one corporate umbrella.

Therefore, to answer the question directly: Singer did not directly buy Husqvarna Viking. Instead, both brands were acquired by a common parent company, Kohlberg & Company, which then formed SVP Worldwide.

This distinction is important because it highlights the nature of the relationship. It wasn't a takeover of one company by another, but rather a strategic merger orchestrated by a third-party investor. The rationale behind this merger was to create a global powerhouse in the sewing machine industry, leveraging the strengths and market positions of all three brands.

SVP Worldwide: Synergies and Strategies

Under the SVP Worldwide umbrella, Singer, Husqvarna Viking, and Pfaff continued to operate as distinct brands, each maintaining its own identity and product line. However, the merger allowed for synergies in areas such as manufacturing, distribution, and research and development. SVP Worldwide could leverage its global scale to reduce costs, improve efficiency, and introduce innovative technologies across all three brands.

The strategy was to cater to a wide range of customers, from entry-level sewers to experienced professionals. Singer remained the accessible and affordable option, while Husqvarna Viking continued to offer premium features and advanced technology. Pfaff occupied a similar high-end position, known for its precision engineering and robust construction.

The Ares Management Acquisition: A Further Evolution

The ownership of SVP Worldwide changed again in 2017 when Ares Management, another private equity firm, acquired the company from Kohlberg & Company. This marked another shift in the corporate landscape, but the core structure of SVP Worldwide remained intact. Singer, Husqvarna Viking, and Pfaff continued to operate under the same umbrella, with Ares Management focusing on further growth and expansion.

This acquisition demonstrated the continued interest in the sewing machine market and the perceived value of the SVP Worldwide portfolio of brands. Ares Management brought its expertise in operational improvements and strategic investments to further strengthen the company's position in the global market.

Present Day: SVP Worldwide Under Ares Management

As of today, SVP Worldwide, including Singer, Husqvarna Viking, and Pfaff, is owned by Ares Management. The company continues to innovate and adapt to the changing needs of the sewing and crafting community. They have embraced digital technologies, introduced new sewing machine models with advanced features, and expanded their online presence to reach a wider audience.

The legacy of each brand remains a core part of the SVP Worldwide strategy. Singer continues to be a household name, known for its reliability and affordability. Husqvarna Viking maintains its reputation for innovation and quality, appealing to discerning sewers who demand the best performance. Pfaff remains synonymous with German engineering and precision.

The Importance of Understanding the Acquisition History

Understanding the acquisition history of Husqvarna Viking by Singer (or, more accurately, by SVP Worldwide) is important for several reasons:

• Brand Perception: It helps clarify the relationship between the brands and dispels the misconception that one company directly acquired the other in a traditional takeover.
• Product Development: It sheds light on how the merger has influenced product development strategies and technological advancements across the three brands.
• Market Dynamics: It provides insights into the competitive landscape of the sewing machine industry and the strategic decisions made by SVP Worldwide to maintain its market leadership.
• Consumer Trust: Knowing the ownership history can impact consumer trust and brand loyalty. Customers may be more inclined to purchase products from brands with a stable and reputable corporate structure.

The sewing machine industry, like many others, is subject to constant change and evolution. Corporate mergers and acquisitions are common occurrences that can have a significant impact on brands, products, and consumers. By understanding the history of these events, we can gain a better appreciation for the complex dynamics of the market and the strategies employed by companies to succeed in a competitive environment.

In summary, Singer did not directly acquire Husqvarna Viking. Both brands were brought under the umbrella of SVP Worldwide in 2006 by Kohlberg & Company. SVP Worldwide was later acquired by Ares Management in 2017. This distinction is crucial for understanding the relationship between these iconic sewing machine brands and how they operate within a larger corporate structure.