Is Gardena’s heyday over? China is taking the robotic lawnmower market by storm
10.6.2025
Translation: Veronica Bielawski
Modern robotic mowers use GPS and cameras to make their way across the lawn without boundary wires, making them attractive for tenants. This is mirrored in sales figures: 4 out of 10 lawnmowers ordered from Galaxus are robotic, with the bestsellers coming from China.
For nearly two decades, robot lawnmowers required boundary wires. But the new generation of mowers no longer needs them, instead relying on GPS, cameras and artificial intelligence. This has triggered a sales boom.
In 2024, Galaxus sold 82 per cent more robotic lawnmowers than in the previous year. «Last summer, many models were out of stock,» says Galaxus product range expert Matthias Berchtold. «In the meantime, manufacturers have upgraded their products – both in terms of tech and quantity.» Indeed, as of mid-May 2025, Galaxus has sold over 190 per cent more lawnmowers than in the same period last year, meaning demand has nearly tripled.
One reason for the boom is that installation is easier than ever before. Instead of having to lay a boundary wire, you simply use an app to steer the robot along the edge of the lawn like a remote-controlled toy car. «This is particularly attractive for tenants,» says Matthias. «There’s no need to remove the wire when moving – and the robot’s ready for use in your new garden in no time at all.» But wire-free robot lawnmowers are just as great for homeowners. Especially in large gardens, GPS-supported models navigate with precision and avoid mowing the same spot twice.
Do you still mow the conventional way?
Wire-free technology is catching on, with 40 per cent of all lawnmowers sold at Galaxus now being robotic models. And the trend is on the rise. Mowers that need to be pushed by hand are losing ground. «Conventional lawnmowers only really score points with their lower price and easier maintenance,» says Matthias.
Market conditions have also shifted. Where Husqvarna and its subsidiary brand Gardena used to be the undisputed leaders, Chinese brands now dominate – think Navimow from Segway, Mammotion, Dreame and Ecovacs. «Just a few years ago, these names were barely known in Europe – today they set the standard,» says Matthias.
In 2022, 80 per cent of all robot lawnmowers sold at Galaxus came from Husqvarna and Gardena. Today, it’s just 15 per cent. Even so, Gardena followed suit in spring 2025, launching its first boundary-wire-free models.
So, who’s the new target group? Younger and more tech-savvy people. Today, nearly half of Galaxus customers are 44 years old or under; in 2020, it was a third. «The tech factor appeals to many,» explains Matthias. Many younger people are tenants. According to Matthias, the wire-free models are perfect for them.
Only one thing has remained stable: in 8 out of 10 cases, the person placing the order is male.
In other words, robot lawnmowers are no longer simply a toy for techies, but a real garden aid. They’re easier to operate, more flexible to use and more popular than ever before. The wire-free revolution is in full force.
Do you have a robot lawnmower? Or do you prefer to mow the grass the conventional way? What has your experience been? And what do you think of the Chinese brands? Let us know in the comments!
Header image: Shutterstock
Alex Hämmerli
Senior Public Relations Manager
Alex.Haemmerli@digitecgalaxus.chAt Digitec and Galaxus, I’m in charge of communication with journalists and bloggers. Good stories are my passion – I am always up to date.
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