Magazine #3 2010 (English) from Scandinavian Outdoor Group – the leading Outdoor Brands of Scandinavia. Welcome to Scandinavia!

1. News
Newsletter nr 3/2009 from Scandinavian Outdoor Group – the top 33 Nordic outdoor companies

2. n Business & marketing product news n
New at luNdhaGS
Prizeworthy!
the Swedish
outdoor compa- the Scandinavian Outdoor Group (SOG) has once again presented the
ny Lundhags has Scandinavian Outdoor Award, which distinguishes innovative products
strengthened their designed by SOG member companies. This year, the jury members met in
team by recruiting Sweden, in the beginning of June, to test the nominated equipment. Jour-
Jonas Hellentin as nalists from outdoor magazines throughout Europe participated. The
their new Marketing overall winner is a Trekking boot from Haglöfs. For the first time
Manager. Jonas co- in the company’s history, the Swedish brand was awarded
mes from Fjällräven, a prize for a shoe – the Haglöfs Grym. Furthermore, an
where he worked as a Brand Manager. award for Sustainability was presented to Klät-
“It feels great to work for Lundhags, termusen for their jacket Frode.
which has products that I know are
optimal for an active outdoor life.“
GreeN COmpaNy
Bergans of Norway has started a huge
internal project to become a greener
a StOry OF SuCCeSS
Viking approved
company. Within the product range,
Bergans has started using more earth-
friendly materials like organic cotton
and recycled polyester. However, prod- For the third time in a row, the Icelandic company 66 Degrees North won the Polartec Apex Award. The award is given to compa-
ucts are not the only things that will be nies who create products from Polartec fabrics that excel above others. Last year, the Embla children’s jacket was the winner. The
organized in a more sustainable way. jacket that won this year is named Akrafjall. It is made of Polartec Powerstretch and Thermal Pro Jacquard, a new type of fleece
Changes will also be seen throughout containing 18% wool.”
the company’s operations. Bergans is
now working to become certified as
a ”Miljøfyrtårn” – environmental light-
In april, Viking Footwear hosted their first ever Viking water was ice cold. The group took a rib boat tour to
house – a certificate supported by the
test weekend on the exotic Lofoten Islands in Norway. view the stunning Lofoten wall, battled meter high waves
Norwegian Ministry of the Environment.
Color
Customers and journalists from Denmark and Germany to fish fresh cod, climbed the Lofoten mountains, then
were invited to take part in the new concept, the “Viking skied down and kayaked in crystal clear water – with
Experience”. The aim was to let Viking retailers experi- warm feet the entire time! Viking´s shoes have also been
ence the harsh weather conditions in the region above extensively tested in the popular Norwegian TV show CraFt & weB 2.0
the Polar Circle and to test Viking footwear in different ”71 Grader Nord,” where all participants were provided
conditions. The snow was still a meter deep and the Viking shoes.
Craft has re-launched and restyled its
website to help users quickly navigate
Collection
through the world of top performance
For all of its 40 years, Swedish Woolpower (Ullfrotté) has been
Haglöfs Spork sells
sportswear. The new web presence is
a reliable supplier of army green, navy blue and black long
a comprehensive and entertaining re-
johns, socks, mid-layers and other insulating garments. Now,
source for products, technology, brand
they are adding more colors to the palette. For the first time
starts
and sponsored athletes. And even
in company history, a select assortment from the Woolpower
here, Craft remains true to their brand
collection will be produced in new color combinations. The first
philosophy of functionality and a clean,
shop-in
”Woolpower Color Collection” will be launched on the market in
authentic design.
the fall of 2009. Afterwards, there will be a new line in the Color
Collection launched every year. Woolpower is still 100 percent
shop ICeBear-Gear focused on the functionality of its products and the new color
scheme is aimed at satisfying a growing demand from more
trend-conscious consumer groups.
concept Isbjörn of Sweden
Since February 28th, the main floor at Globetrotter´s in
Cologne has been transformed into a Haglöfs shop-in- last year, the company Light My Fire
produces high qual-
ity outdoor clothing
for children. Now,
Quality for kids
shop. For the entire year, the 210 square meter space will sold 2,320,070 sporks in 44 countries. the brand wants to
be dedicated exclusively to the products from the Swedish And how many returns? Only 29! Light My establish itself in woolpower is among the few Swedish companies that also
brand. ”Never before have our customers been able to see Fire CEO, Calill Odqvist, has an explana- Germany. The col- manufacture quality technical outdoor clothing for kids. Now,
and test our entire range of products in this way,” says Her- tion: ”By producing most of our products lection consists of a broad range of tech- the brand has introduced the Woolpower Kids-concept, a new
bert Horelt, Manager for Haglöfs in Germany. At the same in Sweden, we have been able to con- nical clothes for every season. This year collection of childrens clothing for kids aged 3-10. Crewnecks,
time, Haglöfs has also opened a shop-in-shop at the Fell & centrate on design and quality control in the mother company, Nordic KidsWear, Vests, Long Johns, Balaclacas, Mock Turtlenecks and three
Mountain-store in Accrington, England. The Swedes have a way that would have been impossible will start cooperating with the German different types of socks for kids will soon hit the market. And
been present in Great Britain for the last seven years and with a factory located half-way around Scandic Outdoor GmbH, which special- everything from the yarn, to the final product is still made in
have become a well-established outdoor brand. the world.” izes in Scandinavian Outdoor brands. Sweden.
2 SOG NewSletter Nr 3 2009 SOG NewSletter Nr 3 2009 3

3. n products products n
A shoe story
Viking footwear success story Boa® Technology is now entering its third season, with new models
in the line. Viking Anaconda is the brand’s most technically advanced trail shoe equipped with
all the technology that a trail shoe needs: a Low cut, UGC Trail outsole for extreme grip and
GoreTex XCr for a perfect shoe climate. The Boa® Lacing System is an ingenious lac-
ing technology that consists of an interwoven cable, made from aircraft grade stain-
less steel, which is bundled into a super strong core. The cable runs through the
entire shoe and is attached to a reel with a knob. When turned, it tightens
the cable all around the foot in a single movement allowing you to ad-
just the closure for a perfect, glove like fit.
Keeping icebears warm Wind and waterproof
Isbjörn of Sweden offers the Rib Sweater Hood for kids, and it is sure to make The Wind Pro Jacket from Isbjörn of Sweden is made of Polartec WindPro
any parent jealous. The sweater looks great and is made from Polartec Ther- with Hardface Technology and 50% recycled fibers. The super stretchy
mal Pro fleece, with a knitted outside and brushed inside. The jacket has a material is 4 times as wind resistant as classic fleece, but still retains a high
removable hood with buttons, a protective piece on the front zipper, features degree of breathability. The Hardface technology provides durability and a
Flatlock for greater comfort and has belly pocket with matching knitted edge light water repellant effect. Short, slim fit with a removable hood for safety
ribbons. It is available in two wonderful colors. Size: 86-128 cl. purposes. Size: 86–128 cl. Colors: Aquarius, Dark Earth.
Panoramic view
Helsport presents their newest tent concept. Gjende
3 Camp is a lightweight, Pro category tent with a
variety of new functional details, superb ventilation
and a focus on camping convenience.Open the
new Rollback Sunroof and let nature in! The unique
angled inner tent opening provides extra room inside
as well as easier access in and out of the tent.
SILVA X-TrAIL
SILVA X-TrAIL PLUS
For clear sight
For 2010, Silva will be launching a full series of headlamps featuring the
patented Silva Intelligent Light technology. This technology combines a
strong, focused distance light with a wide-angle floodlight for close vision
helmet attachment and the bike handle bar attachment, all of which are
all included. Silva X-Trail has an external battery compartment for four
AA-batteries, which can be carried on your waist to reduce the weight on
Spork for left-handed people
and creates the perfect light image for high-speed applications. The Silva your head to only 80 grams. Carrying the external battery compartment In response to a strong demand from left-handed consumers, Light My Fire is introducing a
X-Trail is a technical headlamp for serious sports like trail running, mountain inside a runners jacket will make the batteries last longer in cold conditions. left-handed model. The Left Handed Spork will have the same sleek Scandinavian curves as
biking and adventure racing. An extra wide, anti-slip treated headband This makes Silva X-Trail extremely suitable for winter endurance sports the original Spork, only it will be designed to be used specifically by the 10% of the popula-
ensures that the headlamp stays comfortably in place in uneven terrain. like cross country skiing. Silva X-Trail Plus comes with an ultra-light (100g) tion that are left-handed. Initially, the Sporks will be available in eight colors.
The headlamp is modular and can be moved between the headband, the rechargeable Li Ion-battery for the frequent user.
4 SOG NewSletter Nr 3 2009 SOG NewSletter Nr 3 2009 5

4. n products Inside SOG n
Eco-certified Absolute New ChaIrmaN
Wilderness
Hestra is one of the most renowned SOG’s new chairman of the board is
brands in alpine gloves. They are also Staffan Rönn - sometimes referred to as
among the first companies from the Mr. Optimus for his many years working
ski and outdoor industry to obtain an for the company. Staffan Rönn lives
ISO 14001-certificate. This global stan- and works in Stockholm and has taken
dard for environmental management Lundhags continues to position itself as a technological brand over the chair from Martin Kössler, who
systems is released and supervised by for demanding wilderness experiences. Enigma is an advanced has been appointed the SOG’s General
the International Organization for Stan- 3-layer set of jacket and pants that upholds the highest levels of Secretary and will be responsible for SOG
dardization (ISO). Hestra was audited functionality and quality. They are made of a silent stretch fabric daily operations.
and certified in May of 2009. with a clean cut for an active lifestyle.
New memBerS
In April 2009, the SOG received two
new, yet at the same time, old members.
No mosquitos!
Norwegian Devold has made clothes
from wool since 1853. Their underwear
has been a part of many expeditions
Into the Wild
throughout the world. Today, the company
The new Nordic Tipi model Tentipi Onyx 7 light has manufactures underwear and socks from
the patented “In-Tent Vent™-system” that gives the finest Merino wool. Gränsfors Bruks
very good mosquito protected ventilation. Onyx AB is part of the Swedish Woolpower
7 also has a new type of mosquito net door Group and has been making high-quality
and ventilation cap. The carefully designed axes since 1902.
inner tent can even be used separately
if a top connector is used.
made IN
SCaNdINaVIa
at 11.30 pm the plane from Stockholm lands at the suddenly ends and a vast wilderness begins. For many
When Scandinavian Villages started
Kiruna Airport in the north of Sweden. Over 50 retailers, participants, this is the first time they have ever been to
appearing at ispo and OutDoor nine
travel agents and journalists from all across Europe step Lapland and to the Outdoor Academy, but despite the
years ago, they were small and char-
off the plane and collect their belongings in the baggage challenges, everyone is very positive.
ming with just a few hot Scandinavian
claim area. During the next four days they will participate
brands and products.Today, Scandina-
in the Outdoor Academy of Sweden (OAS) where they “the Outdoor academy was a real success“, says Sara vian Village has grown to become the
will get the chance to experience culture and life in Wänseth, SOG-board member and Marketing Director largest exhibition area at both shows,
Sweden’s Lapland, as well as test carefully selected at Woolpower. Karl Gartner, an outdoor retailer from full of strong Scandinavian brands and
Multi-
outdoor equipment from leading Scandinavian brands. It Toblach in Southern Tyrolia, agrees. “For me it was the products in all segments. Now, the time
is the seventh time that the Outdoor Academy has taken first time here and I established a lot of new contacts has come to grow not only our village,
place in Sweden. Scandinavian Airlines, VisitSweden, that surely will last. The testing of the products in a real but also our services and concept. In
award
representatives of local tourism organizations and Scandinavian environment and the spectacular nature Hall A5 you will find more than 20 SOG
members of the Scandinavian Outdoor Group (SOG) are made the trip worthwhile“. member companies presenting the
all part of the organizing committee. “For me, the new contacts with other retailers, tour best from Scandinavian outdoors for
winning The main goal of the event is to provide the outdoor
affiliated participants with an authentic Scandinavian
experience and to let them try out products that match
operators and journalist was really important. From a
retailer’s perspective, it is also important that you get
to know the products in their native environment to be
Spring/Summer 2010. You will still find
the Scandinavian Bar in the center of
pants
the village, but this year it will have a
the environment. Ecco, Tenson, Bergans, Nanok, Tentipi able to understand the philosophy and the story behind new look and a new menu with many
and Light My Fire are the companies that have supplied them, “ explains Hans-Jürgen Lange, a retailer from more Scandinavian taste sensations.
test equipment for the all of the different activities at northern Germany. This year, even dogs are welcome at
this year’s Academy. Before any testing can be done,
The Traverse pants from Lund- our special Scandinavian Dog Bar! Also
however, the participants are driven to the Icehotel in
hags have received so many new is the “Customer Feedback Desk”.
Jukkasjärvi for a short presentation and a good nights
awards that the company Here, retail buyers have the opportunity
sleep – despite the midnight sun. The coming days will
claims they can’t fit them all to tell us what they think about our
be full of activities like rafting, horseback riding and a
on the same hangtag. The member companies’ staff, service and
two-day trekking tour with a layover at the Kebnekaise
reason for their success is products. Everyone who participates
Mountain Lodge. It will be the perfect opportunity to
an industry leading fit, a high receives a gift and the chance to win
test the durability of each outdoor product in their native
level of technology and a mix an outdoor experience in Scandinavia!
environment and to get to know the other participants a
of very tough, hard wearing The Scandinavian Village also greets
little better.
fabrics that stand up to the you with new entrances.
roughest conditions. Welcome!
the next morning when the participants are awake,
each sponsor company holds a short presentation about martin Kössler,
their products, then equipment is handed out and the General Secretary SOG
packing begins. Afterwards, the group heads off via bus
to the village of Nikkaluokta where the road from Kiruna
SOG-News is produced by
6 SOG NewSletter Nr 3 2009 SOG NewSletter Nr 3 2009 7

5. Some people say: to survive in Iceland One of the world’s most active One of Scandinavia’s fastest growing
you need to be brave, have a good 101-year-olds, Norway’s largest apparel companies is Didriksons.
sense of humor and wear 66°North outdoor company was born in 1908 From the beginning the company
clothing. The company has been when Ole F. Bergan invented a made clothing for fishermen on the
keeping Iceland warm since 1926. backpack with an anatomical carry west coast of Sweden. Today, well-
The name reflects the latitude 66°N system. Backpacks are still one of designed and functional clothing
– the Arctic Circle. Today 66°North Bergans of Norway’s trademarks, are the company’s main focus.
produces a wide range of both but through tradition and innovation, Didriksons’ clothing is characterized
protective and street-smart clothing, the company also manufactures by a consistent and modern look, the
influenced by the fascinating Icelandic high-quality tents, sleeping bags and result of close cooperation between
environment. HAGLÖFS LOGOTYPE
clothing. the company’s fashion and technical
designers.
BASIC LOGOTYPE. TO BE USED AS POSITIVE BLACK ON A LIGHT BACKGROUND
.
For Ecco, it was a natural step forward Fjällräven, the classic Swedish Viktor Haglöfs made his first backpack In 1970 Helsport launched the world´s This tent manufacturer, with a home
to enter the outdoor world. The Danish brand, has been delivering quality in 1914 and his company grew slowly
PLEASE CONTACT HAGLÖFS IF YOU REQUIRE ASSISTANCE OR ADVICE WITH THE APPLICATION OF THE LOGOTYPE
TEL +46 226 670 00, FAX +46 226 571 59
first tunnel tent, one example of the address in the Swedish Jämtland
footwear brand has succeeded in all time to people since 1960. The first but surely until the year 2000, when innovative products from this family region, has cult status among passio-
segments tested. The high quality of product was an innovative hand things really started to take off! Since owned company. The brand focus is nate outdoor people. Time after time,
every Ecco shoe is a result of the entire made backpack for long treks in the then, Haglöfs has established itself on high quality and lightweight moun- Hilleberg’s green and red tents win
manufacturing chain being owned by Swedish mountains – still Fjällräven’s as a highly respected player within taineering products. Helsport started the major outdoor magazines tests.
the company – from design, tanneries “heartland”. Since then, the durable, the international outdoor arena. in Trondheim 1951 and has since then Classic models that have existed
and factories, to their own stores. timeless and reliable equipment Today, Haglöfs makes nearly one equipped hundreds of expeditions all for decades alternate with new and
Ecco outdoor footwear is available in from Fjällräven has won the hearts of million quality products every year over the world. innovative tents - all with the same
three categories: Mountain, Terrain outdoor enthusiasts throughout in the hardware, footwear and clothing high quality.
and Aqua. the world. segments.
Houdini´s mission is what they call Klättermusen’s designers are as In less than ten years, the energetic Lundhags makes boots fit for kings Nanok was established in 2001
“core comfort for body and soul”. fearless as they are environmentally company Light My Fire has grown – literally. The company is a Royal by a group of dedicated outdoor
This means no compromises when it conscious. The products they design from a kitchen table to 40 markets. Warrant Holder to the Swedish royal enthusiasts from Norway. Their
comes to performance, sustainability have unique solutions that follow Based in Sweden, Light My Fire family. Since 1932, the shoemaker in idea was to simply make products
and style. This season the Swedish the Klättermusen motto “maximum specializes in outdoor accessories Järpen, Sweden has made comfortable they wanted for their own adventures.
company has created products made safety for you, minimum impact on that are as practical in the city as and durable boots for all kinds of Nanok’s design team knows first-
from 80 percent recycled fiber, and the nature.” The product line consists of they are in the wild. Today, outdoor outdoor pursuits. Today, the company hand that their sleeping bags,
even better part is that every garment shell jackets and trousers, wind-proof enthusiasts throughout the world also sells clothing, backpacks and jackets and tents can stand up to
is recyclable. This means you can garments, underwear, sleeping bags have benefited from innovative other outdoor equipment developed the harshest winter storms.
dress sustainably in Houdini – from and backpacks. products like the Spork, FireSteel in the same tradition.
underwear to outerwear. and MealKit.
This family-owned Norwegian Optimus has indeed a burning passion This Swedish company was started in At age 115, Primus is one of the few The three-legged telescopic Walkstool
company makes high-end outdoor for what they do. The company offer 2006. Polygiene® is a breakthrough, outdoor companies that can claim a is a Swedish innovation. The name co-
clothing through a design approach stoves and cooking equipment that antimicrobial technology that employs century in the saddle. Today, the brand mes from the fact that you can attach
they call “loaded minimalism”. are safer and more user-friendly than natural silver salt for active odor con- is still at the forefront of stove, lantern the Walkstool to your belt or backpack
The Norwegian heritage is clear. many others. Optimus mission is that trol. When high-performance materials and torch design. Primus develops and and walk hands free. Walkstool, from
The stylish and super-functional outdoor cooking should be fun and for clothes and shoes are treated sells innovative quality mobile products the company Scandinavian Touch,
clothing speaks of a long tradition of relaxing – and the result delicious. The with Polygiene, the wearers will get a for “cooking, lighting and heating” within is mainly manufactured in Sweden
outdoor life in Norway and Norwegian company was started in Stockholm welcoming fresh-all-day confidence. the outdoor segments. and comes in six models. All offer two
expeditions around the world. already in 1899. Perfect for active people who demand und hochqualitativen Produkte zum sitting positions – high and low – and
long-lasting odor protection. Kochen und Heizen werden sowohl von the strongest one can carry over 150
professionellen Expeditionen als auch kilograms.
von weniger ambitionierten Outdoor- .
Fans benutzt.
“Get out there” is the company motto The tipi has been used for ages by The Trangia stove can be called a Viking is an outdoor footwear specialist Woolpower produces underwear,
for Silva, based in northern Stockholm. nomadic cultures like the Sámi people. Swedish classic. Over 50 years have from the world’s toughest test lab – shirts, socks and accessories from the
Since more than 75 years the company And since 1989 also by outdoor peo- passed since the first storm kitchen Norway. The company, which started best Merino wool. As they like to say:
finds inspiration in those who orienteer, ple, travellers and even party people. was produced. It has been refined and with rubber boots in 1920, is now the “We offer warmth, care, function and
run, cycle, trek, paddle or walk. Silva That´s when Tentipi started making developed into more products, but leading supplier of outdoor footwear a lot of knowledge about the cold.” In
provides them with compasses, pe- their Nordic Tipis in the small village the original, ingenious design is still to the Nordic countries. The company addition to Woolpower clothing being
dometers, headlamps, binoculars and Moskosel in northern Sweden. Today the foundation of today‘s models. The sells more than two million pairs of used by outdoor enthusiasts and the
other products that make their outdoor Tentipi have tipis from family size up to company was founded in 1925, in the boots, shoes and other footwear each military, it can also be seen in a growing
life safer and easier. 15 meters in diameter. town of Trångsviken, with the Jämtland year and is one of the biggest suppliers number of fashion magazines!
wilderness as the perfect testing of GOrE-TEX®-footwear in the world.
FOTO: TErJE rAkkE / NOrdIC LIFE
environment.
8
also members of SOG: Craft, dale of Norway, devold, Gränsfors Bruk, hestra, NewSletter Nr 3 2009
SOG
Icebug, reima,
Seger, Sätila of Sweden, tenson