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 News
Newsletter nr 3/2009 from Scandinavian Outdoor Group – the top 33 Nordic outdoor companies
n Business & Marketing
Product news n
New at Lundhags
The Swedish
outdoor company Lundhags has
strengthened their
team by recruiting
Jonas Hellentin as
their new Marketing
Manager. Jonas comes from Fjällräven,
where he worked as a Brand Manager.
“It feels great to work for Lundhags,
which has products that I know are
optimal for an active outdoor life.“
Prizeworthy!
The Scandinavian Outdoor Group (SOG) has once again presented the
Scandinavian Outdoor Award, which distinguishes innovative products
designed by SOG member companies. This year, the jury members met in
Sweden, in the beginning of June, to test the nominated equipment. Journalists from outdoor magazines throughout Europe participated. The
overall winner is a Trekking boot from Haglöfs. For the first time
in the company’s history, the Swedish brand was awarded
a prize for a shoe – the Haglöfs Grym. Furthermore, an
award for Sustainability was presented to Klättermusen for their jacket Frode.
GReen Company
Viking approved
In April, Viking Footwear hosted their first ever Viking
test weekend on the exotic Lofoten Islands in Norway.
Customers and journalists from Denmark and Germany
were invited to take part in the new concept, the “Viking
Experience”. The aim was to let Viking retailers experience the harsh weather conditions in the region above
the Polar Circle and to test Viking footwear in different
conditions. The snow was still a meter deep and the
water was ice cold. The group took a rib boat tour to
view the stunning Lofoten wall, battled meter high waves
to fish fresh cod, climbed the Lofoten mountains, then
skied down and kayaked in crystal clear water – with
warm feet the entire time! Viking´s shoes have also been
extensively tested in the popular Norwegian TV show
”71 Grader Nord,” where all participants were provided
Viking shoes.
Haglöfs
starts
shop-in
shop
concept
Since February 28th, the main floor at Globetrotter´s in
Cologne has been transformed into a Haglöfs shop-inshop. For the entire year, the 210 square meter space will
be dedicated exclusively to the products from the Swedish
brand. ”Never before have our customers been able to see
and test our entire range of products in this way,” says Herbert Horelt, Manager for Haglöfs in Germany. At the same
time, Haglöfs has also opened a shop-in-shop at the Fell &
Mountain-store in Accrington, England. The Swedes have
been present in Great Britain for the last seven years and
have become a well-established outdoor brand.
2
Spork sells
A story of success
Bergans of Norway has started a huge
internal project to become a greener
company. Within the product range,
Bergans has started using more earthfriendly materials like organic cotton
and recycled polyester. However, products are not the only things that will be
organized in a more sustainable way.
Changes will also be seen throughout
the company’s operations. Bergans is
now working to become certified as
a ”Miljøfyrtårn” – environmental lighthouse – a certificate supported by the
Norwegian Ministry of the Environment.
For the third time in a row, the Icelandic company 66 Degrees North won the Polartec Apex Award. The award is given to companies who create products from Polartec fabrics that excel above others. Last year, the Embla children’s jacket was the winner. The
jacket that won this year is named Akrafjall. It is made of Polartec Powerstretch and Thermal Pro Jacquard, a new type of fleece
containing 18% wool.”
Color
CRAFT & WEB 2.0
Collection
Craft has re-launched and restyled its
website to help users quickly navigate
through the world of top performance
sportswear. The new web presence is
a comprehensive and entertaining resource for products, technology, brand
and sponsored athletes. And even
here, Craft remains true to their brand
philosophy of functionality and a clean,
authentic design.
For all of its 40 years, Swedish Woolpower (Ullfrotté) has been
a reliable supplier of army green, navy blue and black long
johns, socks, mid-layers and other insulating garments. Now,
they are adding more colors to the palette. For the first time
in company history, a select assortment from the Woolpower
collection will be produced in new color combinations. The first
”Woolpower Color Collection” will be launched on the market in
the fall of 2009. Afterwards, there will be a new line in the Color
Collection launched every year. Woolpower is still 100 percent
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.
ICEBEAR-GEAR
Last year, the company Light My Fire
sold 2,320,070 sporks in 44 countries.
And how many returns? Only 29! Light My
Fire CEO, Calill Odqvist, has an explanation: ”By producing most of our products
in Sweden, we have been able to concentrate on design and quality control in
a way that would have been impossible
with a factory located half-way around
the world.”
Isbjörn of Sweden
produces high quality outdoor clothing
for children. Now,
the brand wants to
establish itself in
Germany. The collection consists of a broad range of technical clothes for every season. This year
the mother company, Nordic KidsWear,
will start cooperating with the German
Scandic Outdoor GmbH, which specializes in Scandinavian Outdoor brands.
SOG Newsletter nr 3 2009
Quality for kids
Woolpower is among the few Swedish companies that also
manufacture quality technical outdoor clothing for kids. Now,
the brand has introduced the Woolpower Kids-concept, a new
collection of childrens clothing for kids aged 3-10. Crewnecks,
Vests, Long Johns, Balaclacas, Mock Turtlenecks and three
different types of socks for kids will soon hit the market. And
everything from the yarn, to the final product is still made in
Sweden.
SOG Newsletter nr 3 2009
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 lacing technology that consists of an interwoven cable, made from aircraft grade stainless 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 adjust the closure for a perfect, glove like fit.
Keeping icebears warm
Isbjörn of Sweden offers the Rib Sweater Hood for kids, and it is sure to make
any parent jealous. The sweater looks great and is made from Polartec Thermal Pro fleece, with a knitted outside and brushed inside. The jacket has a
removable hood with buttons, a protective piece on the front zipper, features
Flatlock for greater comfort and has belly pocket with matching knitted edge
ribbons. It is available in two wonderful colors. Size: 86-128 cl.
Wind and waterproof
The Wind Pro Jacket from Isbjörn of Sweden is made of Polartec WindPro
with Hardface Technology and 50% recycled fibers. The super stretchy
material is 4 times as wind resistant as classic fleece, but still retains a high
degree of breathability. The Hardface technology provides durability and a
light water repellant effect. Short, slim fit with a removable hood for safety
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
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
and creates the perfect light image for high-speed applications. The Silva
X-Trail is a technical headlamp for serious sports like trail running, mountain
biking and adventure racing. An extra wide, anti-slip treated headband
ensures that the headlamp stays comfortably in place in uneven terrain.
The headlamp is modular and can be moved between the headband, the
4
Silva X-Trail PLUS
Spork for left-handed people
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
your head to only 80 grams. Carrying the external battery compartment
inside a runners jacket will make the batteries last longer in cold conditions.
This makes Silva X-Trail extremely suitable for winter endurance sports
like cross country skiing. Silva X-Trail Plus comes with an ultra-light (100g)
rechargeable Li Ion-battery for the frequent user.
SOG Newsletter nr 3 2009
In response to a strong demand from left-handed consumers, Light My Fire is introducing a
left-handed model. The Left Handed Spork will have the same sleek Scandinavian curves as
the original Spork, only it will be designed to be used specifically by the 10% of the population that are left-handed. Initially, the Sporks will be available in eight colors.
SOG Newsletter nr 3 2009
5
n Products
Inside SOG n
Absolute
Wilderness
Eco-certified
Hestra is one of the most renowned
brands in alpine gloves. They are also
among the first companies from the
ski and outdoor industry to obtain an
ISO 14001-certificate. This global standard for environmental management
systems is released and supervised by
the International Organization for Standardization (ISO). Hestra was audited
and certified in May of 2009.
NEW CHAIRMAN
SOG’s new chairman of the board is
Staffan Rönn - sometimes referred to as
Mr. Optimus for his many years working
for the company. Staffan Rönn lives
and works in Stockholm and has taken
over the chair from Martin Kössler, who
has been appointed the SOG’s General
Secretary and will be responsible for SOG
daily operations.
Lundhags continues to position itself as a technological brand
for demanding wilderness experiences. Enigma is an advanced
3-layer set of jacket and pants that upholds the highest levels of
functionality and quality. They are made of a silent stretch fabric
with a clean cut for an active lifestyle.
NEW MEMBERS
No mosquitos!
Into the Wild
The new Nordic Tipi model Tentipi Onyx 7 light has
the patented “In-Tent Vent™-system” that gives
very good mosquito protected ventilation. Onyx
7 also has a new type of mosquito net door
and ventilation cap. The carefully designed
inner tent can even be used separately
if a top connector is used.
At 11.30 pm the plane from Stockholm lands at the
Kiruna Airport in the north of Sweden. Over 50 retailers,
travel agents and journalists from all across Europe step
off the plane and collect their belongings in the baggage
claim area. During the next four days they will participate
in the Outdoor Academy of Sweden (OAS) where they
will get the chance to experience culture and life in
Sweden’s Lapland, as well as test carefully selected
outdoor equipment from leading Scandinavian brands. It
is the seventh time that the Outdoor Academy has taken
place in Sweden. Scandinavian Airlines, VisitSweden,
representatives of local tourism organizations and
members of the Scandinavian Outdoor Group (SOG) are
all part of the organizing committee. 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
the environment. Ecco, Tenson, Bergans, Nanok, Tentipi
and Light My Fire are the companies that have supplied
test equipment for the all of the different activities at
this year’s Academy. Before any testing can be done,
however, the participants are driven to the Icehotel in
Jukkasjärvi for a short presentation and a good nights
sleep – despite the midnight sun. The coming days will
be full of activities like rafting, horseback riding and a
two-day trekking tour with a layover at the Kebnekaise
Mountain Lodge. It will be the perfect opportunity to
test the durability of each outdoor product in their native
environment and to get to know the other participants a
little better.
Multiaward
winning
pants
The Traverse pants from Lundhags have received so many
awards that the company
claims they can’t fit them all
on the same hangtag. The
reason for their success is
an industry leading fit, a high
level of technology and a mix
of very tough, hard wearing
fabrics that stand up to the
roughest conditions.
6
The next morning when the participants are awake,
each sponsor company holds a short presentation about
their products, then equipment is handed out and the
packing begins. Afterwards, the group heads off via bus
to the village of Nikkaluokta where the road from Kiruna
SOG Newsletter nr 3 2009
SOG Newsletter nr 3 2009
suddenly ends and a vast wilderness begins. For many
participants, this is the first time they have ever been to
Lapland and to the Outdoor Academy, but despite the
challenges, everyone is very positive.
“The Outdoor Academy was a real success“, says Sara
Wänseth, SOG-board member and Marketing Director
at Woolpower. Karl Gartner, an outdoor retailer from
Toblach in Southern Tyrolia, agrees. “For me it was the
first time here and I established a lot of new contacts
that surely will last. The testing of the products in a real
Scandinavian environment and the spectacular nature
made the trip worthwhile“. “For me, the new contacts with other retailers, tour
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
able to understand the philosophy and the story behind
them, “ explains Hans-Jürgen Lange, a retailer from
northern Germany.
In April 2009, the SOG received two
new, yet at the same time, old members.
Norwegian Devold has made clothes
from wool since 1853. Their underwear
has been a part of many expeditions
throughout the world. Today, the company
manufactures underwear and socks from
the finest Merino wool. Gränsfors Bruks
AB is part of the Swedish Woolpower
Group and has been making high-quality
axes since 1902.
Made in
Scandinavia
When Scandinavian Villages started
appearing at ispo and OutDoor nine
years ago, they were small and charming with just a few hot Scandinavian
brands and products.Today, Scandinavian Village has grown to become the
largest exhibition area at both shows,
full of strong Scandinavian brands and
products in all segments. Now, the time
has come to grow not only our village,
but also our services and concept. In
Hall A5 you will find more than 20 SOG
member companies presenting the
best from Scandinavian outdoors for
Spring/Summer 2010. You will still find
the Scandinavian Bar in the center of
the village, but this year it will have a
new look and a new menu with many
more Scandinavian taste sensations.
This year, even dogs are welcome at
our special Scandinavian Dog Bar! Also
new is the “Customer Feedback Desk”.
Here, retail buyers have the opportunity
to tell us what they think about our
member companies’ staff, service and
products. Everyone who participates
receives a gift and the chance to win
an outdoor experience in Scandinavia!
The Scandinavian Village also greets
you with new entrances.
Welcome!
Martin Kössler,
General Secretary SOG
SOG-News is produced by
7
Some people say: to survive in Iceland
you need to be brave, have a good
sense of humor and wear 66°North
clothing. The company has been
keeping Iceland warm since 1926.
The name reflects the latitude 66°N
– the Arctic Circle. Today 66°North
produces a wide range of both
protective and street-smart clothing,
influenced by the fascinating Icelandic
environment.
One of the world’s most active
101-year-olds, Norway’s largest
outdoor company was born in 1908
when Ole F. Bergan invented a
backpack with an anatomical carry
system. Backpacks are still one of
Bergans of Norway’s trademarks,
but through tradition and innovation,
the company also manufactures
high-quality tents, sleeping bags and
clothing.
One of Scandinavia’s fastest growing
apparel companies is Didriksons.
From the beginning the company
made clothing for fishermen on the
west coast of Sweden. Today, welldesigned and functional clothing
are the company’s main focus.
Didriksons’ clothing is characterized
by a consistent and modern look, the
result of close cooperation between
the company’s fashion and technical
designers.
Viktor Haglöfs made his first back­­­­­­­pack
in 1914 and his company grew slowly
but surely until the year 2000, when
things really started to take off! Since
then, Haglöfs has established itself
as a highly respected player within
the international outdoor arena.
Today, Haglöfs makes nearly one
million quality products every year
in the hardware, footwear and clothing
segments.
In 1970 Helsport launched the world´s
first tunnel tent, one example of the
innovative products from this family
owned company. The brand focus is
on high quality and lightweight mountaineering products. Helsport started
in Trondheim 1951 and has since then
equipped hundreds of expeditions all
over the world.
This tent manufacturer, with a home
address in the Swedish Jämtland
region, has cult status among passionate outdoor people. Time after time,
Hilleberg’s green and red tents win
the major outdoor magazines tests.
Classic models that have existed
for decades alternate with new and
innovative tents - all with the same
high quality.
HAGLÖFS LOGOTYPE
BASIC LOGOTYPE. TO BE USED AS POSITIVE BLACK ON A LIGHT BACKGROUND
.
For Ecco, it was a natural step forward
to enter the outdoor world. The Danish
footwear brand has succeeded in all
segments tested. The high quality of
every Ecco shoe is a result of the entire
manufacturing chain being owned by
the company – from design, tanneries
and factories, to their own stores.
Ecco outdoor footwear is available in
three categories: Mountain, Terrain
and Aqua.
Fjällräven, the classic Swedish
brand, has been delivering quality
time to people since 1960. The first
product was an innovative hand
made backpack for long treks in the
Swedish mountains – still Fjällräven’s
“heartland”. Since then, the durable,
timeless and reliable equipment
from Fjällräven has won the hearts of
outdoor enthusiasts throughout
the world.
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
Klättermusen’s designers are as
fearless as they are environmentally
conscious. The products they design
have unique solutions that follow
the Klättermusen motto “maximum
safety for you, minimum impact on
nature.” The product line consists of
shell jackets and trousers, wind-proof
garments, underwear, sleeping bags
and backpacks.
In less than ten years, the energetic
company Light My Fire has grown
from a kitchen table to 40 markets.
Based in Sweden, Light My Fire
specializes in outdoor accessories
that are as practical in the city as
they are in the wild. Today, outdoor
enthusiasts throughout the world
have benefited from innovative
products like the Spork, FireSteel
and MealKit.
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, the company
also sells cloth­ing, backpacks and
other outdoor equipment developed
in the same tradition.
Nanok was established in 2001
by a group of dedicated outdoor
enthusiasts from Norway. Their
idea was to simply make products
they wanted for their own adventures.
Nanok’s design team knows firsthand that their sleeping bags,
jackets and tents can stand up to
the harshest winter storms.
This family-owned Norwegian
company makes high-end outdoor
clothing through a design approach
they call “loaded minimalism”.
The Norwegian heritage is clear.
The stylish and super-functional
clothing speaks of a long tradition of
outdoor life in Norway and Norwegian
expeditions around the world.
Optimus has indeed a burning passion
for what they do. The company offer
stoves and cooking equipment that
are safer and more user-friendly than
many others. Optimus mission is that
outdoor cooking should be fun and
relaxing – and the result delicious. The
company was started in Stockholm
already in 1899.
This Swedish company was started in
2006. Polygiene® is a breakthrough,
antimicrobial technology that employs
natural silver salt for active odor control. When high-performance materials
for clothes and shoes are treated
with Polygiene, the wearers will get a
welcoming fresh-all-day confidence.
Perfect for active people who demand
long-lasting odor protection.
At age 115, Primus is one of the few
outdoor companies that can claim a
century in the saddle. Today, the brand
is still at the forefront of stove, lantern
and torch design. Primus develops and
sells innovative quality mobile products
for “cooking, lighting and heating” within
the outdoor segments.
und hochqualitativen Produkte zum
Kochen und Heizen werden sowohl von
professionellen Expeditionen als auch
von weniger ambitionierten OutdoorFans benutzt.
The three-legged telescopic Walkstool
is a Swedish innovation. The name comes from the fact that you can attach
the Walkstool to your belt or backpack
and walk hands free. Walkstool, from
the company Scandinavian Touch,
is mainly manufactured in Sweden
and comes in six models. All offer two
sitting positions – high and low – and
the strongest one can carry over 150
kilograms.
.
“Get out there” is the company motto
for Silva, based in northern Stockholm.
Since more than 75 years the company
finds inspiration in those who orienteer,
run, cycle, trek, paddle or walk. Silva
provides them with compasses, pedometers, headlamps, binoculars and
other products that make their outdoor
life safer and easier.
The tipi has been used for ages by
nomadic cultures like the Sámi people.
And since 1989 also by outdoor people, travellers and even party people.
That´s when Tentipi started making
their Nordic Tipis in the small village
Moskosel in northern Sweden. Today
Tentipi have tipis from family size up to
15 meters in diameter.
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.
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.
Woolpower produces underwear,
shirts, socks and accessories from the
best Merino wool. As they like to say:
“We offer warmth, care, function and
a lot of knowledge about the cold.” In
addition to Woolpower clothing being
used by outdoor enthusiasts and the
military, it can also be seen in a growing
number of fashion magazines!
8
SOG Newsletter nr 3 2009
Also members of SOG: Craft, Dale of Norway, Devold, Gränsfors Bruk, Hestra,
Icebug, Reima,
Seger, Sätila of Sweden, Tenson
FOTO: terje rakke / nordic life
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. This season the Swedish
company has created products made
from 80 percent recycled fiber, and the
even better part is that every garment
is recyclable. This means you can
dress sustainably in Houdini – from
underwear to outerwear.