Scandinavian Outdoor News #2 2016

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OUTDOOR NEWS Magazine #2 2016 from Scandinavian Outdoor Group – the top Nordic outdoor companies

the female side of nature Finally women have entered the outdoor catwalk scene

made in scandinavia

Is local production the way to corporate success?

what’s up 2016?

3 new trends that set the upcoming agenda

25 exciting products competing for the Scandinavian Outdoor Award


in 2017, scandinavias largest trekking event Fjällräven Classic expands to new locations in both Hong Kong and North America. Held annually since 2005, Fjällräven

Classic was created to inspire more people to head out into nature, and to make the wilderness of northern Sweden more accessible to less experienced trekkers.

The idea of introducing new trekkers to great outdoor experiences is as valid as ever, as Fjällräven Classic now treads new trails, on new continents.

P nature

So for our spring/summer 2017 collection in the great outdoors. About making nature we placed the focus firmly on nature. our next stop on the journey. About making it the next big priority when choosing gear. About travelling freely to and

Connecting Global Competence

365 days a year Daily news

Market and company reports Interviews and background information Trends and latest product updates






News from SOG

Made by Scandinavia

the members of scandinavian outdoor group produces all kinds of outdoor equipment – and many of our brands manufacture their products successfully in Scandinavia. The Scandinavian textile and craft industry has a long history, and the same is true for the outdoor sector. Together, our members have accumulated 2900 years of experiences. For a time, I worked among the energetic and proud seamstresses at Woolpower, whose dedication creates a special connection to the products. They even stitch their name onto the product they have made. And my former colleagues at Lundhags, who are very skillful shoemakers, have come a long way with their extraordinary craftsmanship that has grown and matured since 1932. Did you know that a Lundhags-boot consists of more than 100 single parts? Besides the pride and the positive feeling about preserving the local heritage, there are in fact many business-related benefits that come with local production: a unique flexibility, shorter delivery times, total control over the production, lower transport emissions and the possibility to test the products during the process. If it works in Scandinavia, it should work in the rest of the world as well … Made in Scandinavia probably won't fit all, but I truly hope that our traditions can live on. Read more in this issue of “Scandinavian Outdoor News”. Sara Wänseth, General Secretary of SOG

Contents 06 06 10 20 13 28 16 31 18 34 20 36 26

NEWS FROM THE NORTH The latest trends on the outdoor scene.

MADE IN SCANDINAVIA Close to home creates better business.

THE FEMALE SIDE OF NATURE We take a close look at women's design. SUMMER GEAR GUIDE 9 new ”must have”- products.

This is SOG

sog stands for Scandinavian Outdoor Group. As the name implies, we are Scandinavians with a strong outdoor heritage united in one group. SOG was founded in 2000 as an industry initiative to serve outdoor retailers and media in export markets. We unite well-respected outdoor gear manufacturers from all five Nordic countries: Norway, Sweden Finland, Denmark and Iceland. Today, SOG has 57 member companies.

Follow us on: Facebook Instagram LinkedIn

New SOG logo

the scandinavian outdoor group is an arena where SOG members can shine and attract the world. The new SOG logo is more modern, expresses that we are Scandinavian, that we represent the outdoor industry and that we do this together, as a group. We have also added the Scandinavian flags. At the same time, the logos for our projects like the Scandinavian Outdoor Award (SOA) and Outdoor Academy of Scandinavia (OAS) have also received a facelift.

SCANDINAVIAN OUTDOOR AWARD 25 exciting products are competing for this prestigious award. WELCOME TO THE NORTH Upcoming events for the Outdoor Academy.

DON´T GET LOST AT OUTDOOR A total guide to the fair.

Imprint: This magazine is produced for Scandinavian Outdoor Group by Norr Agency, Editorial team: Katja Gustafsson, Nicolas Jändel, Gabriel Arthur, Robert Moskowitz. Art Director: Peter Huber Cover photo: Darren Hamlin

General Secretary: Sara Wänseth +46 70 5628010



photo: johan berge / innovasjon norge

News from the North

Norway tourism goes green

photo: gösta fries

more and more Norwegian tourist destinations are striving towards a green approach under the rapidly growing ”Green travel” classification. The first to go green were the destinations Vega, Trysil, Røros and Lærdal. Now Longyearbyen and Geilo are ready to take the same step. The green standard was established in 2013 and, since then, the green thinking theme has continued to grow in the Norwegian travel industry. According to Visit Norway, the number of green destinations will most likely grow in the coming years. Among others, Femund Engerdal stretch of road known as ”Den Gyldne Omvei” in Trondelag will probably be a part of the same green-system during 2017. The aim of the green travel-system is to link caring for nature and the environment closely together with a positive development for the Norwegian tourism industry.



Swimming against the tide

the swedish textile industry has a strong and long history, but fell apart like a house of cards in the 1970s. Since then, much of the production for Swedish clothing companies has been relocated to Asia. Woolpower, which produces high quality underwear from wool, is one of the companies that is swimming against the tide. Currently, they are employing more seamstresses at the Woolpower factory near Östersund, Sweden. Among them are people from the surrounding region, but also immigrants from places like Syria and Afghanistan. Since last fall, some 20 new employees have been hired. Each seamstress sews an entire garment from the start to finish and marks it with their name as a kind of quality seal. Today, a hundred people work at the Woolpower factory in Östersund, Sweden.

News from the North

Ethic issues matters

csr, Corporate Social Responsibility, and sustainability are increasingly important topics for our members. Last fall, a Sustainability Network started up within SOG in co-operation with Joel Svedlund, sustainability resource at Peak Innovation and member of the EOG sustainability council. So far, the network includes around 80 people with various functions in the member companies. The network aims to strengthen information flows and competence on Sustainability topics within SOG, as well as simplify collaboration among member companies where needed.

3 questions to trend expert

Roland-Philippe Kretzschmar

EDITOR IN CHIEF, FRONTIER photo: jana legler

1. Hello there. You produce the trend guide Frontier

for SOG, tell us about an outdoor trend or behavior that really surprises you? – Well, nothing surprises me really, but what I personally enjoy a lot, is the rise of outdoor lifestyle as something fun and enjoyable, not only something hard-to-get and super adventurous. This puts social interaction, food and play in focus, creating new tribes of people who want to explore nature without the super technical gear and months of preparation. Being an outdoor person doesn't mean you have to be in pain!

2. What is the latest catwalk-gossip? – I believe that we have just seen the start of the whole athleisure trend, combining athletic wear and active lifestyle in everyday life. This is especially strong among a young adult consumer group, well traveled and referencing themselves as “contemporary nomads”. Then we shouldn't underestimate the luxury segment, creating more exclusive and limited collections with a much higher price point. It’s worth noticing that almost 25 percent of sneakers sold worldwide are from luxury and premium brands and this is increasing.

Sup-yoga still growing

we already knew that yoga is a star in the mindfulness heaven, and no one could have missed the buzz around stand up paddleboards. So why not mix them together? This summer the companies offering stand up-yoga in Sweden have just exploded. For instance on the West Coast, in Bohuslän, but the same range of oppurtunitys to explore Sup-yoga nowadays can be found in many Scandinavian regions.

3. And please tell us old school practitioners; what on earth is “glamping”? – Ha ha, well, “glamping” is glamorous camping, meaning reaching out to and providing a new demographic outdoor person with a more comfortable experience when camping outside. It could be staying in a roomier tent with a field bed and stuff that makes the experience cozier. But I personally believe that “glamping” is a short term trend, that could perhaps survive in the progressive hospitality segment and among music festival crowds looking for alternative living. SC AN DIN AVIAN O UT DO O R N EW S


For the very first time…

Outdoor Academy for kids

this past june was the very first time that the Scandinavian Outdoor Group welcomed 29 international journalists, retailers and tour operators, and their kids to Dalsland, in Sweden. SOG has organized 45 Outdoor Academies, but this was the first time with a focus totally on kids. The event was organized in co-operation with VisitSweden and West Sweden. The kids, aged 5-12 years old were able to try a range of activities, like mountain biking, canoeing, hiking and fishing. They also learned how to handle a knife, how to make a fire, use a compass and sleep in tents. And of course they got to use equipment from the participating Scandinavian brands: Didriksons, Isbjörn, Morakniv, Helsport, Hilleberg and Reima. “I caught my first fish ever here in Sweden” said 9 year old Liam Nehoray, from the Netherlands, with a proud smile. “And I made three new friends already.” There were kids from nine different countries represented at OAS Kids in Dalsland, and many found new friends across the borders. “All the kids enjoyed OAS and this will be a memory they will never forget,” said Kai Bögel, the father of Till Bögel and also a retailer from Meersachen in Germany. If you are interested in joining an Outdoor Academy of Scandinavia KIDS in 2017, please contact:

photo: sara wänseth

News from the North

It was bad testing weather at OAS. So the group started a water fight. Down to the left: Full speed in the forest. To the right: Young Liam Nehoray caught a nice rainbow trout during the OAS Kids event.

Welcome to Scandinavian Village

the scandinavian Village at OutDoor is a convenient and dynamic area for smart outdoor buyers and journalists. Thousands of guests, decision makers, buyers, journalists and investors gather around the Scandinavian Bar to mingle, pick up gossip, do business and discuss current topics and outdoor life. In the Scandinavian Village 2016 you can meet and greet with 28 SOG members and 2 technology brand members. 8


Don’t miss at OutDoor! SCANDINAVIAN BAR wednesday, july 13 10:00-10:15 Join us for the opening of the Scandinavian Village 17:00-18:00 Scandinavian Outdoor Award (SOA) price ceremony (The ceremony starts at 17.00, after that we mingle by the bar) wednesday-friday 17:00-18:00 Happy Hour – we will have Scandinavian beer, snacks and music for you! SOG PRESS CONFERENCE thursday july 14, 12:00-13:00 Conference Center West, Room ”Schweiz”

News from the North

3 new

Varg varg is a young outdoor/lifestyle brand from the Swedish West Coast, created by a couple of girls who have spent a lot of time in the mountains and on the sea. The founder of Varg, Madeleine Magnusson, has gathered ideas and experiences from her many years as an elite sailor as well as from snowboarding and alpine skiing. Varg mixes outdoor with surf and street, which make it a nice unique lifestyle brand with a clear Scandinavian expression.

strong members There must be more outdoor brands per capita in Scandinavia than anywhere else in the world! During the first half of this year, two young, strong rookies and one with long experience have joined SOG.

Amok Equipment amok equipment is a young Norwegian company that produces innovative outdoor hammocks. Their most popular product so far, is the convertible camping hammock Draumr – the worlds flattest and most comfortable hammock for outdoor use. Amok Equipment makes their own dream products, and hope that others will like it. So far, they have, and the Draumr hammock has sold to over 40 countries worldwide since the launch in 2014.

Lillsport lillsport invented the first, modern glove for cross country skiing and outdoor, and has been one of the leaders in this segment since 1984. The company was founded in Värmland, Sweden, by the cross country skier Lasse Granqvist. Today, aside from cross country and outdoor gloves, the company develops glove concepts for all Scandinavian defence forces. Lillsport is also a glove manufacturer, allowing the development and choice of materials to occur side by side with the craftsmen making the gloves.




photo: morakniv

made in scandinavia



photo: dale of norway

Feature To have a close connection with both the elements and the products is an important key to company success.

A good environment, better working conditions and greater flexibility are some arguments for linking a business and its production closer together again. Many companies have exciting projects in the pipeline, but where did the traditional craftsmanship go? TEXT HÅKAN WIKE


ore and more outdoor companies in Scandinavia have started or at least toyed with the idea of establishing ​​ more of their activities at home. The ambition is high, for a number of reasons, however, the attempts to shake life back into craftsmanship and production on the home front have also had to deal with a problem that is not primarily economical. After decades of closures, the drain of knowledge has been so great that some of the companies that want to revive the old traditions have had a hard time getting it right. The natural transfer of knowledge between generations has disappeared and even if the will is strong, many times, it can be difficult to find the right expertise. For example, Finnish Nokian moved their rubber boot manufacturing abroad, partly because of a shortage of skills (see separate article). Also, Haglöfs had to look far and wide for suppliers before they were able to get their anniversary bag No: 1 to be completely manufactured in Sweden. Just over a year ago, Fjällräven began to see if they could produce Swedish wool products, on a small scale, from sheep to finished product, in Sweden. “Today, most seamstresses who work in Sweden come from other countries where the knowledge and craftsmanship exist to a greater extent. Now,

we have to find ways to increase domestic regrowth because the demand is increasing,” says Elin Lydahl, former general secretary of the Swedish textile industry’s trade association TEKO. “There are forces that want to revive domestic production in Sweden. And the occasional attempts by companies do not arise out of nothing. There is a growing group of consumers who are willing to pay for the added value and higher quality.” Scandinavian countries still boast a good reputation abroad. The labels Made in Sweden, Denmark, Iceland, Norway or Finland make a bigger impact than Made in China. With this impression behind them, there are also possibilities. Easier product development There are, of course, those who have long looked at knowledge capital at home as their most important asset. Dale of Norway is working entirely with premium knitted sweaters and jackets, and export most of its production abroad. ”We have all the expertise in the design and knitting here in Norway, and it would be difficult to move production to another country. We would then have difficulty retaining our unique quality,” says Hilde Midthjell, owner of the company. ”Another SC AN DIN AVIAN O UT DO O R N EW S


photo: gösta fries

photo: morakniv

“A clear national profile photo: dale of norway

can also provide a competitive advantage”

At Woolpower in Östersund the seamstresses mark the garment they made with their own name, as a quality seal.

advantage is that we can quickly switch production to the needs that arise and thereby have much more flexible delivery for our customers.” A clear national profile can also provide a competitive advantage. Kupilka from Finland markets itself both with the Finnish flag and the label “Finnish Design” since both product development and production takes place in Finland. “Firstly, it is a position. We want to contribute to Finnish jobs and development at home, but I also see an important argument for our products, due to our location in Finland,” says Laura Kaasinen, export manager at Kupilka. Their unique material, which is a mixture of wood fibers from Finnish environmentally certified wood and thermoplastics, is a result of close cooperation with other Finnish companies over the past ten years. They combine to constantly create new products where geographic proximity is an equally important component as the raw material. Knife manufacturer Mora of Sweden, has been rooted steadily in the Swedish soil since 1891. They also believe that it is essential for product development and production to be close together in order for development to proceed smoothly and to achieve the desired results. 12


Mora of Sweden has also found solutions to compete with the volume of certain products. The knowledge about the quality aspects has also made it possible to find cost-effective solutions. “Much of what we live off of is a good product as well as the reputation we have, even internationally, but we have also been able to compete with some longer production runs, thanks to investments in machinery production,” says Thomas Eriksson, Product Specialist at Morakniv. Better conditions sell The closeness between a company’s core management and its production facility also provides better opportunities for verification of decent working conditions, non-toxic production and attention to the environment and animals. Hilde Midthjell Dale believes that these factors are increasingly important for customer purchasing decisions, and play into the hands of her and other Scandinavian producers. Several of her colleagues support this view. “I think that most consumers are aware of the fact that production in Sweden will automatically improve production conditions and quality,” says Per Segerqvist, CEO of Seger, which produces hats and socks in Sweden.

Feature Linus Flodin, President of Woolpower in Östersund, Sweden agrees. “We have some seamstresses who moved here from Estonia because production there was shut down and moved to Asia. In comparison with Asian countries, Estonia is a high-cost country, but we pay them starting at 20,000 SEK per month instead of the 3,000 SEK that they would earn at home in Estonia. A seamstress in Bangladesh has a monthly salary of 600 SEK, and we have not factored in how they often work significantly more hours a month, in far worse conditions than in Sweden.” Value-added at home To establish production functions in Asia or Europe is not necessarily the best solution to secure one’s financial position. In particular, smaller companies that stand out with their products and added value, in one way or another, have a chance to find a position that will hopefully also be economically acceptable. There is another important and slightly softer profit that comes from working closely to the production chain: the spine, the heart and the soul of the

“Values like spine, heart and

photo: dale of norway

soul are important values, according to trend analyses”

products. Values t​​ hat according to trend analyses are becoming increasingly important when consumers choose brands. The amount of Fjällräven’s wool products produced from Swedish sheep remains to be seen, but the fact that it is possible to keep the chain in Sweden, at least in a “limited edition”, is being confirmed. This is something that not everyone believed when they started the process. “It is important to try, and to dare to test your ideas,” says Christiane Dolva, Sustainability Manager at Fjällräven. “Being close to both the development and the raw material is definitely a great motivator, but to go in and be a partner in the production of raw materials is an entirely new way of thinking. The fact that we do it at home first and then see what lessons we can roll out in other parts of the supply chain, I think this is quite natural.” ●

Nokian Footwear chose Europe over Asia

Some companies in Scandinavia are once again choosing to locate their production in Europe. It is cheaper than at home, but not as far away as China or India. “We moved the production of our rubber boots from Finland to Serbia and Slovenia in 2003 because contract manufacturing was significantly cheaper than running our own factory. We chose Europe for several reasons, however, one of them was that rubber production has a longer tradition here than in most countries in Asia,” says Laaksonen Päivi-Oivio, Product Manager at Nokian Footwear. He believes that Asia is no longer the low cost region that it once was, and that it is even easier with quality controls and ongoing development efforts in Europe. On top of this, it cuts transport costs sharply. The downside to the relocation of production is that it requires substantial resources in the areas of logistics, planning, control and replenishment – factors that in some cases are less visible in Europe. “We would love to have production in Finland, but it is not really realistic for the reasons of cost as well as the fact that expert knowledge about rubber production is disappearing from here.”


13 13

next step forward

After three years in the workshop, Lundhags is ready for the next step. For 2017, the company from the village of Järpen, in the Swedish Jämtland region, is introducing new materials in several models that provides better performance, comfort and sustainability. TEXT GABRIEL ARTHUR

Ariaprene, between inner and outer layer, for improving the upper. Material: Synthetic rubber material/foam with closed cells. Free from harmful chemicals. benefits: Lightweight, elastic, insulated, supportive and performs in all climates. Dries much faster compared to booths with membrane. New mid sole and out sole with an updated construction. Material: Hard wearing updated multilayer outsole. benefits: The new heel cushion gives softer cushioning. Long lasting and long performing. Beta Pro Insole stabilizes the heel. Material: Ariaprene heel cushion. benefits: Stabilizes the heal. Hard shell with new Certech EXP. Material: Expanded thermoplastic polyurethane, 100 % recyclable in the production phase. benefits: Lightweight, UV/Ozone resistant, abrasion resistant/durable, non-shrinking, stabile form, long lasting.

14 14


photo: lundhags

Member in spotlight / LUNDHAGS

photo: lundhags

half craftsmanship, half high-tech. This is how one can summarize Lundhags’ product development at the company’s shoe factory in the Swedish mountain region of Jämtland. The shoemaker Jonas Lundhag founded the company in 1932. He alternated between repairing boots and making new ones, which were made for the forests and mountains around the village. Over the years, the company - as well as the knowledge of how to manufacture boots - has grown. Today, there is a team of five shoemakers and two product developers within the company, with Mats-Håkan Lundhag - grandson of Jonas Lundhag - as product manager of shoe wear. Mats Håkan explains that Lundhags still repairs old boots, and this is a part of their development. “When we receive boots for repair, we see where and how the boots have worn out. It is not uncommon for us to recieve boots that are 30 years old, so we also know how the boots are affected over very long periods of time.” In the 1960s, the company began producing the type of boots that would evolve into Lundhags hallmark: a base made from a rugged and waterproof cellular rubber material and an upper made from sturdy leather. “Today, we call this solution shell boots, where the cellular rubber portion of the shoe is waterproof and there is no lining that absorbs moisture,” says Mats Håkan.

Updated 3-layer models

Lundhags distinguishes between 1 and 3-layer shell boots. It was mainly the technically more advanced 3-layer boots that Mats Håkan Lundhag and his colleagues wanted to develop further, when they started in 2014. “We wanted to make the boots lighter and more comfortable from day one, without compromising function. Therefore, we started to look at all the parts, from the cellular rubber to the shaft.” Three years later, Lundhags is presenting the results at the OutDoor fair in Friedrichshafen. Eight of the 3-layer boots as well as one of the 1-layer boots in junior sizes have been updated and are now lighter, more comfortable and impose less environmental impact. “Our new cellular rubber material is called Certech EXP. It is light and holds shape really well. In collaboration with our suppliers, we have renewed the outer soles - which are also repairable - while the insoles have a new and better cushioning.” Lundhags is also introducing a new material in the upper. “We have replaced the neoprene material between the leather and the lining with Ariaprene, a high performance synthetic rubber material, which is also lighter, while providing better support for the ankle. Ariaprene has less environmental impact than neoprene.” When the team of shoemakers and product developers has developed new solutions in the workshop, they have not only thought about the technical specifications, explains Mats Håkan. “Our craftsmanship is just as important. Even in the store, you will feel that there is a new generation of Lundhags boots on your feet.” ●

“You will feel that there is a new generation of Lundhags boots on your feet”

Mats-Håkan Lundhag, product manager shoe wear, in the shoe workshop in Järpen. SC AN DIN AVIAN O UT DO O R N EW S


photo: morakniv

photo: morakniv

Member in spotlight / MORAKNIV

“A real Morakniv

125 years of knife knowledge

knife must still be produced in Mora”

The company that makes Sweden’s most famous knives is turning 125 years. According to Morakniv, its own factory at home in Sweden’s Dalarna region is a success factor. TEXT GABRIEL ARTHUR

in the swedish village Östnor, just north of the town of Mora, knives have been manufactured for centuries. In the beginning, knives were made by hand in nearly every cabin in town. In 1891, the lumberjack Erik Frost started a factory, which among other things, made knives. It can be seen as the start of the company that is today called Morakniv. In the 1930s came the company’s first outdoor knife, with a varnished birch handle. It became known throughout Scandinavia as a scout knife - a concept and a model that survives to this day. Demand for “Mora knives” quickly grew outside of the Dalarna region and Erik Frost had many followers in the village. At the end of the 1930s, about a million knives per year were manufactured in Östnor. Since then, the Mora knife manufacturers have undergone the same journey as many other smaller industrial companies in Scandinavia. Competition from low-wage countries and the larger scale of production has resulted in what was then 15-20 local knife manufacturers becoming only one company today - Morakniv. However, to the joy of this small region, the company is now both successful and faithful to its roots. 16


Morakniv, with about 110 employees, has all of its production located in its factory in Östnor. Here, more than three million knives are manufactured per year. Sixteen people belonging to the same family own the company. The directives from the owners are clear: manufacturing will remain in Östnor. Local knowledge, global sales It is not for nostalgic reasons that Morakniv is operating in Östnor, says Thomas Eriksson, Senior Product Specialist and one of the company’s shareholders. “As a company, we are relying on our high quality. The knowledge and manufacturing methods that we have built up here over the years would be very difficult to reproduce elsewhere.” “The fact that we come from Mora is of course also an important part of the brand - and part of the soul of the company. When we recently celebrated our 125th anniversary, we expected five hundred visitors at the factory. There were over two thousand.” In a way, the choice is easy. In the same way as champagne is produced only in the Champagne district of France, a real Morakniv knife must still be made in Mora. ●

Light, compact and comfortable to sit on. Walkstool is a Swedish invention and the only three legged stool in the world with telescopic legs, patents and trade mark protections. Walkstool is available in six different models. The four Comfort models are produced in our own factory in Sweden. Telescopic legs makes Walkstool very compact and offers two sitting positions - with and without folding out the lower legs. Just think of all the situations when it would be perfect to have something nice to sit on - while hiking, at a fireplace, fishing or perhaps bird watching. Visit to find where to buy it. Walkstool is being sold in more than 45 countries. Super as a gift to employees and customers. It shows that you care. Why stand when you can sit?

Member in spotlight / ISBJÖRN The Isbjörn collection wants to stimulate a sporty, healthy lifestyle.

Exploring new horizons Isbjörn of Sweden is growing in several export markets including China and can be found at the Chinese outdoor chain Sanfo from fall 2016. In Germany and are presented as new retailers. “already 11 years ago when Isbjörn was founded the vision was to create just as great functional clothing for children as there was for adults. If the equipment is poor quality, the experience of nature and the adventure will most likely be less exciting as well. Children who learn to appreciate nature are also the ones who will protect and care for our environment in the future,” says Maria Frykman Forsberg, CEO of Isbjörn of Sweden. “In most markets, we see that the end customer is already very interested and conscious of sustainably produced products. What we are starting to see more and more now is that retailers are asking for the same thing, which is very positive,” she adds. Focus on teenage collection For the last three years, Isbjörn’s winter jumpsuit has won the “Best in test”-rating conducted by an independent Scandinavian consumer organization. The brand is well established and has a strong position within baby and kids. Now, the company is investing heavily in young teenagers. New models, colors and patterns are available, which are adapted to older children between 8-14 years. Last year, Isbjörn changed their logo to attract an older audience. For Spring-Summer 2017, Isbjörn is focusing on the popular colours Turquoise and Orange. An updated model of their outdoor trouser Trapper Pants will be produced in five colors 18


in a soft and stretchy Cordura material. The Wind & Rain jacket is made of a super soft shell material and comes in three colors, with black pants. Both are wind- and waterproof and equipped with very high breathability. “More and more people are discovering the advantages of the softshell. Softshell garments work all year round; on weekdays, a mountain hike and on the ski slopes. Our softshell garments are indeed a growing segment,” affirms Maria Frykman Forsberg. Isbjörn expands in Germany and China Isbjörn is in an expansionary phase right now where development is progressing rapidly in many markets – this fall mainly Germany and China are up with new retailers. Isbjörn has signed a five year contract with the distributor Beijing Travel Mouse Outdoors Co. in China and is looking forward to working with them long-term. Besides the two new German retailers and Campz. de Isbjörn is also available at German Exxpozed, Unterwegs and Alpen kids, to mention a few. “China is a very exciting market. The number of outdoor enthusiasts is increasing at a rapid pace and there is a clear desire to have a more healthy lifestyle and to spend more time with the kids. And the Winter Olympic Games in China in 2022, of course, boost the interest for winter sports in general,” says Maria Frykman Forsberg. ●

“The vision was

photo: sebastian landin

to create just as great functional clothing for children as there is for adults�

Softshell works well, no matter the season.



Tentipi® Adventure Single-pole Nordic tipis

Safir Safir cp cp


Safir Safir light light

Zirkonflex 15

THEY ARE SPACIOUS, FLEXIBLE AND SAFE – THEY ARE GROUP TENTS WITH ATMOSPHERE Ambitious, creative outdoor entrepreneurs all over the world rely on the unique high-quality properties of Tentipi’s group tents for the running of their successful businesses and they create unforgettable experiences for the people participating in the activities. The spaciousness of the tent, the circular shape which strengthens the feeling of group affiliation, the flexibility, the attractive appearance, and the possibility of having an open fire inside the tent create an inspiring milieu that is a strong contributing factor for successful events.



ZIRKON 15 An easy-to-handle group tent which is 6 metres in diameter. It holds 15 people sleeping and many more sitting and socialising. Despite its size, it weighs just 20 kilos and time and time again, it has shown that it stands strong when other tents, both big and small, are destroyed by bad weather. There is also a lightweight model in the somewhat simpler Onyx series, a 15-man tent that weighs just 10 kilos! ZIRKONFLEX 15 (NEW) The versatility of Zirkonflex makes it an ideal group tent, perfect for scouting, canoeing, hiking or camp activities. It is like Zirkon 15 in all respects but with the additional feature that the walls can be raised, fully or partially, for maximum flexibility. When fully open, Zirkonflex 15 provides shade from a hot sun or a roof to protect from rain. When partially open, it provides shelter from the wind without shutting out nature.

Zirkon cp


Zirkon light

Onyx cp


Onyx light

Zirkonflex 15



”An array of Nordic tipis stand on the meadow; a few more can be seen, spread out along the edge of the forest. The night has been chilly and wisps of smoke rise from the chimneys sticking out from the top of the tents. In the big facilities tent, some people are quietly conversing while cooking breakfast over the open fire. A couple of young lads are already busy with a knife and an axe. Down by the cove, preparations are underway for the morning’s canoe trip along the river.”

TENTIPI® – SO MUCH MORE THAN A TENT By combining creative and innovative thinking with the ancient building traditions of nomadic cultures, Tentipi has laid the foundation for a completely new type of tent living. Your tent is no longer simply a form of protection – it’s a comfortable, spacious and safe home that copes admirably with the tough conditions of nature! After a day of outdoor activities, home life in a Tentipi Nordic tipi is an experience in itself. The circular shape, the genuine ambience and the unique possibility of having a crackling open fire or a stove inside the tent creates a warm, pleasant atmosphere. With a passion for Nordic tipis, decades of experience and deep insight, Tentipi has created portable, easy-to-use and extremely flexible tents for both regular outdoor pursuit enthusiasts and hard-core, extreme adventurers. A5-408 (Scandinavian Village)

We are launching two sizes of canopy: the small one as a roof over the entrance, the larger one is big enough to cover a table. Both can be used on their own.




The feminine outdoors Women are increasingly making up a larger part of the outdoors, both in nature as well as at outdoor businesses. We take a closer look at the changes - and what lies beneath them. TEXT GABRIEL ARTHUR AND JENNIE AQUILONIUS ILLUSTRATIONS LENA FORSMAN


n December 1999, the user “Annika” wrote a post on the Swedish outdoor community website Utsidan, entitled “Finally a store for the girls!” Annika told how she had been looking around in Stockholm for a good shell jacket, but was close to giving up. ”As most people know, men and women are not made exactly the same. However, some vendors still insist that a men’s model in size small works just as well. Sure, it works if you can tolerate sleeves that are too long, boxyness over the shoulders and a waistband at your butt...” Now, however, she had managed to find the store X2 (as in the two X chromosomes) - “an entire store with outdoor stuff, just for girls!”. She wrote that she had found a jacket that suited her perfectly, “without compromise” and ended the post with the exclamation: “It’s wonderful!” Behind X2 stood Mia Grankvist, who had worked in outdoor shops since the early 1990s, the ski profile Pia Palm who had skied telemark down the 7509-meter high Muztag Ata, and Claes Richter, who ran a Swedish agency in the outdoor industry. However, after only two years, the gang behind X2 chose to close the business. Mia Grankvist, who 22


is now promotion manager at the Swedish brand Houdini Sportswear, explains: “We were too early, the development had just begun. In the early 90’s, girls could choose between various men's models in size small. Then came a phase when almost everything was pink with flowers. When we started, there were simply not enough good products, so our selection in the shop became too small.” The fact that she ended up at Houdini was perhaps no coincidence. The company was started by a woman in 1993 and has had a female CEO since then. To be a contender in a male-dominated industry has made Houdini accustomed to “thinking outside the box” . “We are actually not referring to male or female in our products, rather more about different body types. There are curvy guys and girls with completely straight bodies. If a woman thinks that a men's model is better, she should clearly choose it, and vice versa. Finding the right fit is not just about aesthetics, but also about function.In parallel, she thinks that the industry as a whole has changed for the better since the years when she ran X2. It is a develop-




ment that Mia Grankvist believes has been necessary from a commercial point of view. “Today, girls expect that there will be outdoor clothing that fits well. And they are also knowledgeable and know what technical requirements they can place on the garments. Girls are no longer satisfied with second best.” Outdoorsy women are nothing new Fashion designer Elizabeth Elfa Arnasdottir had a similar experience when she grew up in Reykjavík. Today, she works in Fjällräven’s design team, which has produced several notable models targeted at women. “When I was a child and in my teens, I was doing lots of outdoor activities. At that time there were hardly any girl models. The clothes were boxy and straight. I wanted to feel and look like a girl, so I sewed my own clothes. Waist, arms, torso - I wanted the clothes to be better to move in and look more feminine.”



“ The fact that more women

have entered enables new experiences and knowledge to follow”

After studying sustainable fashion design in Copenhagen, Arnasdottir began working at the Fjällräven where has she been able to realize the ideas of her youth. “Previously, it was mainly men who designed clothes in the outdoor industry. The fact that more women have entered enables new experiences and knowledge to follow. It is not just about adapting the clothes from a functional perspective. I also want clothes that will highlight the body in a way that the user likes - whether it is for women or men.” Looking at the statistics and research on outdoor recreation, it may seem strange that the supply was so limited fifteen years ago. Today, outdoor activities and natural experiences among women are a strong and clear trend in all of the Nordic countries, and even across Europe. Professional conferences are organized on the topic, travel companies arrange adventure trips for girls and outdoor magazines do special supplements aimed at women. But the fact is that women were doing outdoor activities as much as men, even in the late 1990s, at least in the Nordic countries. The large outdoor recreation organizations had about as many female as male members. There were about as many girls as boy scouts. Statistical surveys show that about ten percent of both women and men engaged in hiking at the time. A major survey published in Sweden in 1999 showed that women were actually outside in the woods more than men, except when it came to hunting and fishing. Yet the standard image of an outdoor person at that time was a man. Everything goes back to Norway One of the historical reasons for this can actually be traced back to Norway. The person who coined the Norwegian term for an outdoor lifestyle “friluftsliv”, was the explorer and national hero Fridtjof Nansen. His journey on skis across Greenland and other adventures in the Polar Regions had a symbolic character. “Friluftsliv” was not just about crossing the pack ice and glaciers - this was how a real man should live. Out in the barren wilderness, character would be built and boys would become men, and the virile men would prevail over the weaker. Fridtjof Nansen’s ideology gathered thoughts from the romanticism of nature as a vibrant contrast to the soulless city, with nationalism and social Darwinism’s idea of ​​the survival of the fittest. And in the wilderness, women did not stay at home, according to Nansen and

many of his followers in the Nordic countries. International trends (among men) were also in agreeance with Nansen’s ideology. With a language taken from the military world, mountain peaks, jungles and polar landscapes were conquered and defeated. During the end of the 1800s and then into the 1900s, it was a male’s race to the most remote corners and summits of the world. The fact that a lot of women were also in this race did not fit into the historiography. Perhaps the world’s most prestigious adventurer club, the Explorer’s Club in New York, did not allow female members until 1981. Female explorers of the same generation as Fridtjof Nansen, such as British Gertrude Bell and Mary Kingsley as well as the American Nellie Bly, have only recently been recognized for their historical feats (for example, only last year the release of the film featuring Gertrude Bell, “Queen of the Desert” , directed by Werner Herzog). In outdoor magazines, television programs, books and many outdoor company’s marketing, the story of the male adventurer has long dominated. Though, in recent years, a number of female adventures have received considerable attention. Norway’s most internationally famous adventurer is now a woman, Cecilie Skog. In Sweden Annelie Pompe is one of the most famous names in this guild. Pasang Lhamu Sherpa from Nepal won the vote “People’s Choice” as the Adventurer of the Year 2016. Ines Papert from Germany is another climber who has international cult status. The Croatian ultra runners Vrajic Marija and Nikolina Sustic have defeated the men in elite international competitions, such as the recent Stockholm Ultramarathon - perhaps to the surprise of the organizers of the various “female races” where distances are shorter than for the men. Pink it and shrink it However, the fact that more and more women are becoming attracted to the outdoor lifestyle is not so much a result of these female adventurers, says the German journalist Ulrike Luckmann, a veteran in the field. Luckmann has covered product development aimed at women for over twenty years and for a time, ran a sports and outdoor magazine for and by women. “When I started, ’pink it and shrink it’ was the motto that applied in many design departments. A lot has happened since then.” Last fall, when executives from the outdoor industry in Europe met at the annual European Outdoor SC AN DIN AVIAN O UT DO O R N EW S





Summit, Ulrike Luckmann was invited to speak. Under the title item “How to conquer the heart of sporty women”, she explained about a big survey that she had been responsible for, where 3200 German women who actively shop in sports and outdoor shops had participated. Her conclusion was that women should not be lumped together. In their analysis, Luckmann and her associates had divided the female practitioners across six groups, which had been characterized with self-explanatory names like: Adrenalina, Trendista, Naturessa, Socialina, Vitalia and Dietissa. “The female adventurers would end up in the group Adrenalina,” says Luckmann. “However, our study shows that the group is actually the smallest, and that the women in the other groups have trouble identifying with Adrenalina, when she appears in outdoor corporate marketing and sales materials.” Luckmann explains that women do not have the same fan culture as men, who can buy a football shirt with their idol’s name on the back, like Messi or Ronaldo.

“Very few women do so. More often, women are inspired by feeling like they have a knowledgeable friend, rather than an idol.” Nature as a free zone The other five groups identified in Luckmann’s report are growing faster. And it depends largely on the fact that the concept of “outdoor lifestyle” is being redefined. From the decades past focus on adventurous performances, new avenues into nature have been opened. Actually, one can speak about another Nordic outdoor tradition, one that over the years has run in parallel to the adventure cult. The tradition is all about nature as a kind of free zone from everyday stress and pressure, and an environment where both the body and soul feel better. For us Scandinavians, this may seem obvious, but when foreign researchers are looking at Finland, Sweden and Norway, they see this as abnormal and typically Scandinavian traits. Public right of access, the many national parks and nature reserves, the simple overnight cabins and fire pits – places to be together in peace and quiet, or alone in contemplation. In international research, this is often summarized by the Norwegian outdoor lifestyle concept of “friluftsliv” – which holds a completely different meaning than what Fridtjof Nansen stood for. Incraesed welfare There are many statistics showing that many women are attracted by these forms of outdoor activities, both in the past and now. For example, a study by the Finnish governmental agency Metsähallitus shows that national parks are a popular exercise spot especially among women. More often than men, women report that their welfare has increased during their visit to a national park. In recent years, outdoor activities with nature in focus, rather than performance - appeared more and more in the media. Articles are written on everything from yoga classes in the archipelago to nature experiences that can relieve depression. Nature is also highlighted in both fashion and interior design. “If you add the environmental issues, which many women find important, you can clearly tell that the interest in nature is a big trend among women today,” says Luckmann. Perhaps one can summarize it this way: The outdoors has always attracted women. However, outdoor lifestyles in recent years has changed and become more inviting, so that even more women are attracted. ● SC AN DIN AVIAN O UT DO O R N EW S



Gear Guide


2 Light

adventures hilleberg’s new Kaitum 4 and

1 Function and flexibility the comfortable Bergans Slingsby Insulated Hybrid Jacket uses

body-mapping to combine insulating and breathable materials, and to provide weather protection, as well as flexibility and breathability where really needed. It features Pertex Quantum with PrimaLoft Silver Insulation Eco (70% recycled polyester) in front, on the shoulders and the sleeves as well as a thin and stretchy merino wool mesh on the back to provide freedom of movement and excellent climate control. The product contains bluesign-approved fabrics, insulation and trimmings.



Kaitum 4 GT are ideal for adventurers who need a lightweight yet strong, all-season, 4-person tent that doesn’t sacrifice comfort and flexibility. Both offer roomy, two vestibule constructions – the Kaitum 4 has two standard-sized vestibules and the Kaitum 4 GT has one extended and one standard vestibule – yet they weigh 3.9 and 4.6 kg respectively. Both are excellent choices for backpacking families, or anyone looking for a roomy, but remarkably lightweight 4-person tent.

Gear Guide

3 Trail mobility the new abisko Trekking Tights from Fjällräven bring increased

freedom of movement to trekking trails. The tights are perfect for everyone who needs more protection and durability than regular running apparel can provide. Reinforcements on the knees and rear mean they can withstand close encounters with rocks and gravel. And practical pockets take care of a map and compass when heading into the unknown. They’re perfect for either fast or more relaxed treks in the mountains or any other rugged setting. The Abisko Trekking Tights come in men’s and women’s versions, plus a 3/4-length version for women.

4 Hammock time the amok draumr 3.0 is the latest in Norwegian

hammock design. It is a floating bed that makes it possible to sleep on the back, side or even stomach. During daytime, the hammock converts to a camping chair, recliner or a floating sun bed. The built-in custom beer holder is made from Amok’s Shadow Breeze mesh. Apart from being a fully adjustable hammock, the Draumr 3.0 comes with suspension straps and a bug net that is easily zipped on or off, from the inside or outside of the hammock. A lightweight tarp with guy lines and aluminum stakes is optional. ➜



Gear Guide

7 Ready, sturdy, go! the new kupilka Spork 225 is specifically designed

5 High performance

for food pouches due to its long handle. This sturdy spork, like all other Kupilka products, is made from the company’s own biomaterial with EKOenergy using cellulose fibers from certified forests. This unique material makes the product durable for years to come, yet smooth to the touch. It is a must have for every bag packed with nature in mind!

the face fabric of the new Cecilie Jacket is

madeof Ecodear, a 30% plant-based polyester. The use of molasses, a bi-product of sugar production instead of fossil oil, is a big step towards resource-saving and renewable textiles – without any disadvantages in terms of performance. The 3-layer hard-shell with a Dermizax-membrane is co-designed by Norwegian adventurer and polar explorer Cecilie Skog.

8 A matter of sight the sätila vision X-1 is a hat adapted for an active

lifestyle. The X-1 is thin, tight fitting with the right materials in the right places. The Polycolon-lining provides extended comfort and wicking. Reflective yarn mixed with mulesing-free merino makes sure the head stays warm at all times. The top of the hat is made of high visibility yarn, and the combination with the wide reflective stripe provides ultimate outdoor visibility.

6 Comfortable fit the habe jacket is a durable, fairly lightweight

garment that offers excellent protection from the elements while being in the outdoors. Pre-shaped sleeves and seamless shoulders provide good freedom of movement. Thanks to the DWR-treatment, the jacket can withstand light rain. Wind resistance and breathability are the advantages of Lundhags LPC-fabric, which gives great comfort when wearing this style. 30


9 Multitasking the wildo camper Plate is one of the newcomers

to the Wildo family. The multifunctional product is made for compact eating, time and again. It is made of lightweight BPA-free material and is a safe and natural choice. The Camper Plate comes in two versions, deep and flat. The design enables it to be stacked together, and with the firm base and steady grip area you can dine just about anywhere.

Scandinavian Outdoor Award

Outdoor products can be very well-designed and easy on the eye, but it is when they are used in the field the truth really appears. The jury for the Scandinavian Outdoor Award has the important and honorable task of judging all of the contributions competing for this prestigious prize.

Hardcore field testing since 2006, the competition for the Scandinavian Outdoor Award (SOA) has aimed to support product and design innovation as well as to promote new Scandinavian outdoor products. Today, the award enjoys a high recognition within the industry and media thanks to the very thorough evaluation process. A total of 25 products, from Scandinavian Outdoor Group brands, are nominated to compete for the Scandinavian Outdoor Award. The international jury, composed of prestigious outdoor and industry journalists and retailers, bases its final judgment on the following criterions: Design, Innovation, Functionality, Quality and Sustainability. The main award categories for every season are Overall Winner and Sustainability. In addition to the main categories, there are sub-

categories: Apparel, Footwear, Hardware, Kids and Jury’s Honorable Mention. The international jury is bringing years of outdoor product experience and market knowledge to the meetings. The team of journalists from magazines like Retki in Finland and Norr Magazin in Germany has its own dynamic and develops methods and rules together with the SOG, who provides the platform and organization. The jury president is Frank Wacker from Outdoor Magazin in Germany. There will be a prize ceremony by the Scandinavian Bar in hall A2 the first day at OutDoor, at 17:00. You are welcome to join! See the 25 nominees on the next page!




Scandinavian Outdoor Award

THE 25 NOMINEES The innovation spirit is sky high among the SOG-companies. Here, you see the new products that have been tested in the field. Don’t miss the award ceremony at Outdoor, Wednesday July 13th 17:00 at the Scandinavian Bar.


MTM Motion Light Pants, Houdini

Jaure II Light High, Lundhags

Skibotn Flex1 Shorts, Norrøna

Ride, Silva

Distance Free, Silva

Add-a-Twist, Light My Fire


Globetrotter GTX, Viking

Lars Monsen Anárjohka Womens Long Pants, Aclima

Spork 225, Kupilka

Slingsby Insulated Hybrid Jacket, Bergans of Norway

Eldris, Morakniv

Lars Monsen Anárjohka Womens Mock Neck, Aclima

Abisko Shade Trousers, Fjällräven

Abisko Friluft, Fjällräven

Abisko Trekking Tights W, Fjällräven

Fjorgyn Knickers, Klättermusen

Ratatosk Kevlar Backpack, Klättermusen

Zirkonflex 15 cp, Tentipi

Draumr 3.0 Hammock, Amok

Biom Venture, Ecco

Himalaya Superlight, Helsport

Trapper Pant, Isbjörn of Sweden

Real Turmat, Drytech

Running Man T-shirt, Devold of Norway

Also competing (but without photos when going to press): Chicken Meatballs with Spicy Tomato, Blå Band.



photo: sara wänseth

Beautiful Lofoten an early morning.

Our Outdoor Academy We invite you home to us. To Scandinavia. To our rough, varied and challenging nature. To uninhabited mountains and deep forests – and to weather that is completely unpredictable. several times each year, SOG invites

retailers and outdoorsy journalists to the Outdoor Academy of Scandinavia, the OAS. It is a multiple-day event in a carefully chosen environment, with tests, activities and accommodations out in nature. With our OAS, we want you to be able to use our gear in a challenging environment, for real, for several days. At the same time, we want you to learn something – about navigation, nature and animals, about participating brands and their philosophies, about putting up a tent in a snow storm, cooking on a mountainside, packing a backpack in the best way... You will definitely become a better and more informed salesperson, and you get to bring back both experiences and plenty of new friendships.



photo: sofie jugård

Outdoor Academy of Scandinavia

The OAS days is a perfect opportunity to test new gear.

Upcoming OAS: september 8 – 13: OAS TREKKING NORWAY An Outdoor Academy in Lofoten, in northern Norway. A magic world of islands, mountains and sea as well as some of the most beautiful hiking trails of Europe. It is a perfect place for an OAS with focus on trekking. Participating SOG companies are Devold, Bergans, Aclima, Helsport and Alfa. NEW! october 5 – 9: OAS TREKKING & KAYAKING A brand new OAS organized in Höga Kusten, Sweden, where we will experience different activities like trekking, kayaking and via ferrata. Participating SOG companies are Light my Fire, Woolpower, Helsport, and Ecco. For press and retailers.

Devocy Communication, Photo Peder Sundstrรถm

WE WHO LIVE HERE have a precious heritage to nurture. From the lush inland to the spectacular coastline. Unique, mythical and filled to the brim with untouched nature.

WE ARE PROUD to share breathtaking views and memorable moments with you. Experience a destination where adventure, relaxation and good flavors will enhance your stay.

WE ARE HONOURED to be chosen as a venue for the Outdoor Academy of Scandinavia, and trust that the magnificent scenery and our unique archipelago will create the perfect setting for the event.

YOU are invited. Welcome to our way of life.

Visit us at

The OAS High Coast is held 5-9 october. Find out more at

WELCOME to Hรถga Kusten! - The High Coast of Sweden.




WEDNESDAY July 13 at 10.00 – 10.15

WEDNESDAY – FRIDAY at 17.00 – 18.00

Join us for the official opening of the Scandinavian Village

Happy Hour in the Scandinavian Bar

WEDNESDAY July 13 at 17.00 (sharp)

All the newest innovations from Scandinavian brands will be on display in the Scandinavian Outdoor Award exhibition (SOA) beside the Scandinavian Bar

Scandinavian Outdoor Award (SOA) prize ceremony in the Scandinavian Bar




























Scandinavian Outdoor Group press conference


Enjoy a healthy snack with tastes from nature at the Scandinavian Bar

THURSDAY July 14 at 12.00 – 13.00


Brand Presentations

An overview of the participating exhibitors in the Scandinavian Village.

A5-304 Aclima was founded in 1939 and has targeted quality, textile innovation and passion for outdoor activities for more than 75 years. As an underwear specialist, the company still has its production in northern Europe and focuses on high quality Merino wool products. Aclima has won many awards for their innovative products based on old knowledge of how to dress in demanding environments. Sales: Lars Eivind Johansen,, +4797 161182 PR: Wivi-Ann Karlsen,, +4799 510560

A5-303 Devold of Norway provides garments for outdoor lovers, explorers and professionals working in demanding environments. The company has supported Norwegian polar, sailing and climbing expeditions since it was established in 1853. Driven by innovation and a focus on quality, Devold provides base layers, mid layers, leisure wear, classic sweaters, socks and headwear – all produced in Europe from the finest Merino wool. Sales: Øystein Bømo, oystein., +4792 052707 PR: Janne Strømmen,

A5-307 Amok Equipment is the Norwegian company behind the convertible camping hammock Draumr – the worlds flattest and most comfortable hammock for outdoor use. We are passionate outdoor enthusiasts and product perfectionists. We do not compromise on quality or level of detail – we make our dream product, and hope others will like it. So far they have, and the Draumr hammock has sold to over 40 countries worldwide since the launch in 2014. Sales: Steinar Bukve Witsø, steinar@, +4799 459252 PR: Mikkel Haslum, mikkel@, +4797 614614

A5-403 Since 1970, the Finnish company Exel has been producing poles for cross-country skiing, Nordic walking, alpine skiing and trekking and is among the leading brands in Scandinavia. The company is even known for its high-quality floorball equipment. Exel is one of the pioneers of composite and carbonfibre production. Sales: Kari Halonen,, +3587 57561700 PR: same as above

MEMBERS THAT ARE NOT EXHIBITING AT OUTDOOR 8848 Altitude, Cintamani, Craft, Dale, Didriksons, Ecco, Hestra, Icebug, Ivanhoe, Klättermusen, Isbjörn, Peak Performance, Primus, Seger, Tenson, Tretorn, Ulvang, Woolpower

A5-301 Bergans is almost an institution for outdoor-loving Norwegians. The company was founded in 1908 when Ole Bergan invented the modern backpack. Now, Bergans also makes sleeping bags, tents, functional clothing and foldable Ally canoes. Ever since Amundsen reached the South Pole, their products have been on countless expeditions and adventures, and innovation is still the basis for the company today. Sales: Bergans Outdoor GmbH,, +4940 3098561 0 PR: Christoph Centmayer, christoph., +4732 252500

A5-200 In 19 60, Åke Nordin founded Fjällräven in his basement in the town of Örnsköldsvik in northern Sweden. Today the company’s timeless, functional and durable outdoor equipment enjoys a global presence and can be found in over 30 countries. Fjällräven prioritizes acting responsibly towards people, animals and nature and encouraging and sustaining public interest in the outdoors. Sales: John Are Lindstad, +4791 357057 PR: Sarah Benton,, + 4670 3877654


Alfa, Roald Amundsen, Lillsport, Polyver, Skhoop, Skogstad, Varg

A5-311 For several years Blå Band have created tasty and healthy meals that can be enjoyed outdoors. Blå Band Outdoor Meals initially started through collaboration with the Swedish military, who wanted nutritious, lightweight food that was quick and easy to prepare, and with a great taste of course! Today, Blå Band has refined these products to fit a broader target group. Whether you’re camping with the family or crossing the Atlantic in a sailboat, you need the right amount of energy to manage each specific endeavour. Sales: Jens Falkvall, jensf@, +4672 2225325 PR: same as above

A5-300 Haglöfs founder wasn’t a big fan of the outdoors. Truth be told, Wiktor Haglöf hated it. This is also the reason why in 1914, he made his first backpack: to make the outdoors a little more tolerable. Today the company he founded is a world leader in outdoor clothing, footwear and hardware designed to inspire people to get out there. Since the actual outdoors is of the most crucial part of the outdoor experience, Haglöfs also incorporates their sustainability work into everything they do. Sales: Fredrik Ohlsson, fredrik. +4685 8490640 PR: Sara Skogsberg Cuadras, sara., +4685 8440014

A5-407 In 1970, Helsport launched the world’s first tunnel tent, just one example of the innovative products from this family owned company. The brand focus is on high quality and lightweight mountaineering products. Helsport was started in 1951 in Trondheim, Norway and has since equipped hundreds of expeditions all over the world.

A5-406 For over 45 years, Hilleberg the Tentmaker has specialized in doing only one thing and doing it well – building the highest quality tents and shelters available. Conceived and developed in northern Sweden, Hilleberg tents offer the ideal balance of low weight, extraordinary strength, and remarkable comfort.

Sales: René Guba,, +4794 003251 PR: Johannes Hvidsten,, + 4799 304074

Sales: Christian Benedikt,, +4670 6102058 PR: Stuart Craig,, +1425 8830101

A5-405 Based in Sweden, Light My Fire specializes in outdoor accessories that are as practical in the city as they are in the wild. From making fires to eating meals – our products have been taken to heart by both backyard adventurers and backwoods survivalists.

A5-402 Lundhags makes boots fit for kings – literally. The company is a Royal Warrant Holder to the Swedish royal family. Since 1932, the shoemaker in Järpen, Sweden, has made comfortable and durable boots for all kinds of outdoor pursuits. Today, Lundhags also sells clothing, backpacks and other outdoor equipment developed in the same tradition.

Sales: salesupport@, +4640 6601660 PR:, +4640 6601660

A5-400 Norrøna is a Norwegian familyowned and run company, founded in 1929, that makes high-end outdoor clothing. Norrøna is for everyone who loves sustainable, high quality, functional gear with a playful design. The brandʼs mission is to make great products for people with an active lifestyle. Their product development is extreme-user driven. Only when their ambassadors are satisfied are the products good enough to be used in the most demanding conditions within every outdoor activity. Sales: Gaute Fonkalsrud, PR: Amanda Lanza-Rygner,


Sales: Henrik Ottosson, PR: Anders Blomster,, +4670 9324699

A5-306 Northern Playground is out and about in the Norwegian outdoors all year round and in all kinds of weather. And after too many perfect moments ruined by base wear that got sweaty, wet and cold, and failing to find anything better, the company decided to do something about it – so they just made it themselves. Zipwear was born. At last, they had some functional clothing that let them enjoy the outdoors to the fullest. Sales: Jo Egil Tobiassen,, +4791 886877 PR: same as above


A5-305 Houdini’s mission is what they call “core comfort for body and soul”. This means no compromises when it comes to performance, sustainability and style. A substantial part of Houdini’s products has been transformed from the conventional linear to the circular product lifecycle and can be recycled through a closed-loop recycling system. Houdini delivers products from underwear to shell layers with the ultimate vision of enabling a “maximum experiences, zero impact” lifestyle.

A5-319 For many years already, Kupilka outdoor products have received genuine popularity among hikers, hunters, campers, bushcraft teachers, court-yard cooks and other friends of nature, for their recyclable and natural properties. Kupilka products are made from the company´s own biomaterial and the product range includes cups, plates, bowls, cutlery sets as well as innovative Kupilka knives. All Kupilka products are manufactured in Finland using Ekoenergy.

Sales: Hanna Lindblad, hanna. lindblad@houdinisportswear. com, +4685 5774681 PR: Mia Grankvist, mia.grankvist@

Sales: Laura Kaasinen, laura., +3585 03514348 PR: Krista Kaasinen, krista.kaasinen@, +3585 03514328

A5-310 Say Morakniv to a Swede, and you can be sure that person has a childhood memory of fishing or making bark boats. The high quality knives have been manufactured in Mora, Sweden since 1891. Today, the skills of the local craftsmen are embodied in the familyowned factory, where high quality steel is turned into knives used and appreciated by outdoor lovers across the world.

A5-311 Nokian Footwear produces the best rubber boots on the market. Our hardwearing, high performance boots combine cutting edge Finnish design with more than 100 years of experience. Our collection includes rubber boots for summer as well as warm shoes for winter.

Sales: Tobias Eklund, tobias.eklund@, +4676 7723810 PR: Emelie Bröms, emelie.broms@, +4625 0595000

A5-317 Drytech are based in Tromsø, up above the Arctic Circle in Norway. The Real Turmat meals (also known as Real Expediton Meals) are made mostly from fresh natural Norwegian ingredients and carefully freeze dried. Drytech have developed their own freeze drying process, which is designed to keep as much of the natural taste, aroma, appearance and nutrition of the meal as possible. Sales: Kyrre Jonassen,, +4794 843616 PR: same as above

Sales: Aija Viinamäki, PR: Rilla Nummisalo,, +3584 06620446

A5-401 Finnish Reima knows how to get kids out and about. Since 1944, the company’s main goal has been to develop affordable yet first-rate children’s clothes. Today, the brand produces over 5 million garments each year, enabling kids to move and play freely, in all conditions – always safely and in comfort. Sales: Matti Lehtovirta, PR: Riikamaria Paakkunainen,, +3585 03228293

A5-308 Röjk Superwear is a Swedish brand in the outdoor industry, established in 2010. With self-developed materials, and by combining innovation, functionality and design in everything they make, Röjk has been greatly successful in an industry dominated by traditional brands. With an eco-friendly production and prestigious awards such as the Scandinavian Outdoor Award Overall Winner and the Innovation for Extremes Award, Röjk has shown that it is a brand to count on in the future.

A5-302 Silva has developed and sold products for sports and outdoor activities since 1933. Its focus areas are trail running, cross-country skiing, MTB, orienteering and outdoor activities. Silva’s products are characterised by a high level of functionality and innovative Scandinavian design. All Silva products are designed and developed in Sweden and are adapted to withstand the tough demands of the Nordic climate. Silva is owned and controlled by Karnell since 2011.

A5-311 The factory is located in Sätila, Sweden and the history of the company starts in 1896. Environmental and sustainability work is a way of life for Sätila. The goal for the hat specialist is to be the preferred partner in beanies. The user of a Sätila beanie shall always feel satisfied with the choice they made. To combine the perfect material and fit of a beanie that supports you in your active everyday life, or just keeps you warm, is Sätila’s mission!

A5-408 When choosing your outdoor equipment, it’s often a matter of protecting yourself from the elements. With innovative and technically advanced Nordic tipis, Tentipi takes you further and lets you embrace the elements. Summer or winter, desert heat or polar cold – with a lot of space, a fire in the middle and unsurpassed ventilation properties, Tentipi offers a truly comfortable outdoor life pursuit – a home away from home.

Sales: Frida Bäckström,, +4670 4831566 PR: same as above

Sales: Patrik Rönnbo, patrik.j.ronnbo@ , +4670 3330137 PR: Torsten Gabrielsson, +4670 1088690

Sales: Linus Zetterlund, PR: same as above

Sales: Magnus Philipson, PR: Madelene Öhlin,

A5-311 The Trangia stove can be called a Swedish classic. Over 50 years have passed since the first storm kitchen was produced. It has been refined and developed into more products, but the original, ingenious design is still the foundation of today‘s models. The company was founded in 1925, in the town of Trångsviken, with the Jämtland wilderness as the perfect testing environment.

A5-404 Viking is an outdoor footwear specialist from the world’s toughest test lab – Norway. The company, which started with rubber boots in 1920, is now the leading supplier of outdoor footwear to the Nordic countries. The company sells more than two million pairs of boots, shoes and other footwear each year and is one of the biggest suppliers of Gore-tex® footwear in the world.

A5-318 Walkstool is the only three-legged stool in the world with telescopic legs, patents and trademark protections. It is light, compact and offers superior seating comfort. It is manufactured by Scandinavian Touch and comes in six different models of which four are produced in Sweden. All offer two sitting positions – high and low – with the strongest model able to support over 400 kilograms.

Sales: Bengt Jonson,, +4606 40681330 PR: same as above

Sales: Helma Tobies, h.tobies@, +4989 32195061 PR: FlachCommunication ,, +498022 1884000

Sales: Lars Andersson,, +4670 7533010 PR: same as above

A5-309 Wildo is driven by the belief that all people are entitled to more nature. Deep forests, high mountains and open waters. Simply more outdoors. Proven under Swedish conditions for decades, their campware is made to be trusted – anywhere and everywhere. All of the Wildo products are made with carefully selected and BPA-free materials, and are functional, durable and lightweight.

A5-313 Technology Brand Member OrganoClick AB (publ) is a public Swedish cleantech company listed on Nasdaq First North that develops, produces and markets functional materials and technologies based on environmentally friendly fiber chemistry. For the outdoor industry, OrganoClick AB has developed OrganoTex – a biodegradable, fluorocarbon-free water repellent technology that confers durable water repellent properties to textile products and clothing.

A5-312 Technology Brand Member Whether you hike, bike, run or climb, physical activity will lead to sweat, which can cause odors. Polygiene permanent odor control technology stops odor causing bacteria from growing in your garments and gear. As bacteria are permanently eliminated at the source, Polygiene allows you to stay fresh and wash less, which saves water, energy and time. Polygiene is based on recycled silversalt and is bluesign approved.

A1-202 Exhibiting at OutDoor, outside the Scandinavian Village Thule is the world leader within sports and utility transportation offering solutions for active families, outdoor enthusiasts and professionals who want to transport their gear safely, easily and in style. The product portfolio comprises rooftop boxes, roof racks, bike carriers, child carriers kayak carriers, ski carriers, trailers and much more. The company is headquartered in Malmö, Sweden.

Sales: Susanne Karlsson, susanne., +4672 1945272 PR: Elisabet Heinrich, elisabet.heinrich, +4686 8450105

Sales: Peter Sjösten,, +4670 8284476 PR: Jenny Öijermark,, +4670 7340804

Sales: Johan Hedberg,, +4640 6359069 PR: Tina Liselius, tina.liselius@, +4640 6359039

Sales: Erik Andersson, , +4670 5116278 PR: LenaMarie Johannisson,, +4673 3565551

Stay wild. Visit us at stand A5-307

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