News
Guide to the Scandinavian Village at ISPO Munich
the long voyage1300 km of wilderness
the essentialsCool new gear from up North
the melting potVisit the most popular bar at ISPO
NewsMagazine #1 2015 from Scandinavian Outdoor Group – the top Nordic outdoor companies
Connecting Global Competence
To be one of the top players in the sports business you’ll need to know where the top is. This means always being up-to-date on industry
news and the latest trends, and having quick and convenient access to the right contacts. ISPO offers it all— unique services like ISPO OPEN INNOVATION (crowdsourcing platform), ISPO COMMUNITY (interactive
voting platform) and ISPO ACADEMY (continuing education programs for the sports business). What are you waiting for? Benefit from these and many more services. Up close and personal at ISPO MUNICH,
ISPO BEIJING and ISPO SHANGHAI and 365 days per year at ispo.com SPORTS. BUSINESS. CONNECTED.
ISPO information center Scandinavia / +46 31 209910 / [email protected]
ISPOmuc15_family_170x242_ScandOutdoorNews_SKAN-SWE.indd 1 16.12.14 13:57
New websiteSOG haS juSt released a brand new website. On the site you can easily find information about all the planned activities and read news from the organization and its members. The responsive design allows for easy navigation and reading for visitors on mobile phones and tablets.
Next stop IWASeveral iNterNatiONal fairS have a Scandinavian Village, where mem-bers of the SOG exhibit. After ISPO Munich, we will tour to Europe’s leading hunting show, the IWA, March 6-9th 2015 in Nuremberg, Germany. Many of Scandinavia´s leading brands including Bergans, Haglöfs and many more, will be gathering in the popular Scandina-vian Village at the Outdoor Classics section of IWA. Here, both retailers and media can learn more about the 2015 collection highlights within hunting. N
Press conferenceScaNdiNaviaN OutdOOr GrOup’S press conference is the most visited at ISPO. Ten member companies will share their news and stories.Friday, February 6 at 12:00 to 13:00 at Press Center EAST, Room 1.
caN cOmpetiNG OutdOOr brands gain anything through cooperation? Yes, it feels that way anyways for us in the Scandinavian Outdoor Group (SOG). The idea was born during ISPO Munich fifteen years ago. From the beginning there were four companies. Since then, more and more Scandinavian companies decided to join and today the SOG brings together fifty brands.
During the past fifteen years, we have noticed a constant growing interest in business, design, products and sustainable solutions from the Nordic countries. We do not think it is a coincidence. Learn more about our activities and members in this issue of the magazine.
We look forward to seeing you at ISPO.Scandinavian Outdoor Group
Scandinavian get-together
contents
imprint: This magazine is produced for Scandinavia n Outdoor Group by Norr Publishing. [email protected] team: Gabriel Arthur, Katja Gustafsson, Nicolas Jändel, Robert Moskowitzart director: Sofie Finaticover photo: Nicklas Blom
05 WelcOme tO the villaGeSwedish “Fika” and award-winning products
08 academy iN the archipelaGOTesting equipment for real.
10 NeW faceS BehiNd the WheelMeet the SOG’s new Secretary General.
13 iNSiGht: retail aNd reSearchStatus reports by Nina Ehrnrooth and Anna Ottosson.
16 lOcally prOducedWe visit Woolpower’s factory.
19 prOduct hiGhliGhtSA wintery Gear Guide.
26 ScaNdiNavia’S BeSt adveNtureWe asked NORR Magazin to choose their favorite.
30 Selected deStiNatiONA natural smorgasbord in West Sweden.
32 memBerS Of SOGA guide to the Scandinavian Village.
News from SOG
ScANdINAVIAN OutdOOr NeWS 3
General Secretaries:Sara Wä[email protected]+46 70 5628010Rolf Hilleberg [email protected]+46 70 289 72 30scandinavianoutdoorgroup.com
WINTER 2015/16
FREDRIK SCHENHOLM
OUR NEW SLINGSBY COLLECTION WAS DEVELOPED FOR HIGH LEVEL SKI TOURING AND MOUNTAINEERING, IN COOPERATION WITH PROFESSIONAL MOUNTAIN GUIDES. THE RESULT IS SUPER LIGHTWEIGHT PRODUCTS STREAMLINED TO PROVIDE YOU WITH THE FUNCTIONAL ESSENTIALS YOU NEED.
SEE ALL PRODUCTS FROM THE SERIES AT
A6-102
bergans.comEKSTREM TURGLEDE
BERGANS OF NORWAY HAS BEEN DRIVEN BY DEDICATED AND PASSIONATE OUTDOOR ENTHUSIASTS FOR OVER A CENTURY. WITH THE NORWEGIAN WILDERNESS AS OUR PLAYGROUND AND SEASONED POLAR EXPLORERS AND ADVENTURERS ON OUR TEAM, WE CREATE TECHNICAL PERFORMANCE GARMENTS AND HIGH QUALITY OUTDOOR EQUIPMENT. ALWAYS AIMING TO PROVIDE YOU WITH THE ULTIMATE OUTDOOR EXPERIENCE – REGARDLESS OF SEASON AND ACTIVITY.
Bergans-ispo-170x242+3mm.indd 1 05/12/14 12:50
News from SOG
Christoph CentmayerMarketing communications man-ager, Bergans of Norway
peOple
ScANdINAVIAN OutdOOr NeWS 5
the StartiNG pOiNt for both the village and the Scandinavian Outdoor Group was a big party in the Muffathalle in Munich, in 2000. Four Swedish and Norwegian companies were the sponsors and eight hundred people showed up.
“Afterwards, one of the guests summed up the party with the words “It is more fun to do business with Scandinavians!”. It has been our motto ever since,” says Martin Kössler, co-founder of the Scandinavian Outdoor Group and for many years its President and General Secre-tary, and presently in charge of the Scandinavian Village.
“Therefore, one can say that that we are celebrating the 15th anniversary this year. The uniqueness of our village is that a lot of competitors collaborate and socialize here. It makes us a much ap-preciated “one-stop-shop” for distributors, agents and retailers who are interested in Scandinavian brands.”
“This year, more innovations and new products are being pre-sented than ever before.
The bar, which is visited by approximately five thousand people every day, has evolved into a kind of networking hub, with many spontaneous as well as organized meetings.”
“Many outdoor journalists have this as a sort of base camp during ISPO,” says Kössler.
“And don’t miss the opportunity to take in the typical Swedish phenomenon of “Fika” - to socialize over a cup of coffee and a cinnamon bun.
The Scandinavian Village brings together thirty exhibitors from the Nordic countries. Here, you will also find the most visited place in all of ISPO, The Scandinavian Bar.
15 years of networking
Bergans of Norway is one of the many exhibitors in the Scandina-vian Village. What are the biggest benefits of this cooperation project?
“As a Norwegian outdoor brand with a long tradition it is natural for us to be proud of our origin, and by exhibiting in the Scandinavian Village, we are placed where we belong! We ex-perience that the village has de-veloped to become a “must-visit” area for most show visitors, which is no surprise if you can see the best in functional gear and design in one place. Community projects like the famous bar or the Scandinavian Outdoor Award give an additional benefit. Last, but not least, it is always inspiring and a very nice atmosphere with all of our Scandinavian colleagues and friends – since Scandinavians tend to cooperate and not just compete.”
And what are the hottest news from your brand?
“At Bergans we are presenting many new fabrics especially when it comes for insulating layers. Highlights are for instance the new Primaloft Down Blend or a sustainable and very functional wool blend called lavalan, made of virgin wool and corn fibers. Our new Bladet Jacket with lavalan inside is also nominated for the Scandinavian Outdoor Award.”
WORN BYNORWEGIANS SINCE 1853
DAS ERBE VON DEVOLD® Devold® stellt schon seit
1853 hochwertige Outdoor-Kleidung her. Die ersten
Kunden des Unternehmens waren Fischer und Arbeiter,
die dem rauen Klima an der norwegischen Atlan-
tikküste ausgesetzt waren. Die strapazierfähigen Klei-
dungsstücke hatten schnell in ganz Norwegen einen
exzellenten Ruf.
Auch renommierte Arktis- forscher wie Ellsworth, Amundsen und Nansen
kleideten sich bei Devold mit Wollprodukten für ihre
Expeditionen ein.
Phot
o: K
rist
in S
tøyl
en
NEW LOCATION: Hall A5 Stand 602
devold.com | facebook.com/devoldofnorway | @devoldofnorway
ScANdINAVIAN OutdOOr NeWS 7
it iS BecOmiNG a very powerful and coveted award. The Scandinavian Outdoor Award, born in 2006, has gained respect and recognition from the industry and is a prize that only Scandinavian brands can win. The award is presented during ISPO and OutDoor every year for products that are something extra and that the tough, international jury has selected.
Based on criteria such as design, innovation, functionality and sustainability, the prize is awarded in two main categories, “Overall Winner” and “Sustainability Award” with five sub categories. Before ISPO, the jury will test the products in Paganella, Italy.
All products are on display at the Scandinavian Village as well as in the nominated companies’ booths.
The winners will be honored and presented at a ceremony in the Scandinavian Bar on Thursday February 5 at 17.30.
And the winner is…
News from SOG
peOple
Piot
r Dro
żdż
Skhoop Function Short Skirt was the overall winner of the Scandinavian Outdoor Award for Fall / Winter 2014/2015.
How come you choose a distinct Scandinavian profile for your shop outside Zurich?
“Some years ago, Scandina-vian products were a real niche product in Switzerland. With some help from the Scandinavian Outdoor Group we picked out all the companies that seemed interesting to us and visited their headquarters. Soon it stood clear to us that we only wanted to distribute Scandinavian products – and we still do so. We only make exemptions if we can´t find an equivalent product from Scandinavia.”
Are there certain aspects that make Scandinavian products unique?
“To us, the quality was the decisive factor. What is good enough for Scandinavia, is even good enough for Switzerland. Therefor all Scandinavian brands experience a strong demand. Furthermore, the products make for a unique selling point. Most of them we order directly from the companies and are always on the lookout for small, unknown manufacturers. If some of the products are available at the department stores we stop selling them.”
Max MühlebachCustomer consultant at Scandinavian Outdoor Shop, Bachenbülachoutdoorfeeling.com
News from SOG
An outdoor havenMany Swedes love the Stockholm archipelago, but it is not very well known outside of Scandinavia. One goal of last summer’s Outdoor Academy was to change that.fOtO HeNrIk TrYGG/VISIT SWedeN
the firSt StOp on the trip for the around 35 foreign guests from European media, tour operators and retail-ers was Utö, a far stretched island east of Nynäshamn, across the bay of Mysingen.
Being ”the first stop for first time visitors” is a little bit of the trademark for Utö.
“There are forests, beaches, rocks and small bays to dwell in. You have the entire coastal landscape on one island,” says Thomas Hjelm, Chairman of Destina-tion Utö, which organizes the companies working with tourism on Utö.
There are also a dozen places on the island where you can eat or buy food. You can rent kayaks, take a bike trip, hike, sail or do some fishing around the island. A place like Utö is busy in the summer, but there is also plenty of space in the spring, winter and autumn.
“A nice day in September can be even better than a summer day,” says Hjelm.
mark tipuric frOm the retailer Prodadventure in Wales agreed after spending a weekend at Utö:
“Utö was a fantastic place to visit. A short boat
Utö is one of the largest islands in the Southern Stockholm archipelago.
ScANdINAVIAN OutdOOr NeWS8
iN ScaNdiNavia, the demanding nature and tough weather conditions make for really good product testing. Through the Outdoor Academy of Scandinavia (OAS), we invite customers to test clothing and equipment along with representatives from selected member companies. At the same time, participants get to experience Nordic nature through various activities such as hiking, skiing, canoeing and more.
The purpose of the OAS is for customers to gain experience and deeper knowledge of both the products and each company’s philosophy. However, we also want to pro-vide more hands-on knowledge and experi-ence, such as navigation with a map and compass, winter camping, cooking outside and teaching how gear is really used when conditions are challenging. Another impor-tant aspect is that it is also the business experts who are the instructors and guides.
Three OAS are planned for 2015OAS Norway, April. Ski touring in Sunnmøre.OAS Swedish Lapland, May. Summer skiing and more.OAS Norway, September. Hiking and camping in Jotunheimen in September.
Workshop in the wild
trip from a busy capital city and then you arrive into a relaxed new world.”
The participants of the Outdoor Academy also discovered that there is plenty more to see in the archi-pelago outside of Stockholm. In total, there are nearly 30,000 islands, islets and rocks – from Arholma in the north to Landsort in the south. Rugged nature blends with wooded islands, rocky cliffs and sandy beaches. There are inns and restaurants, or you can sleep in a tent and prepare your own meals over an open fire.
ONe Of the features that make the archipelago unique is Sweden’s Right of Public Access. It means that you do not need permission to cross private land. Visitors can roam just about anywhere in the countryside as long as they do not disturb or destroy anything. You can rent a kayak and go to any of the islands and set up a camp for the night, something that the foreign guests were invited to do.
“The Right of Public Access is one of my strongest impressions from the trip,” says Anna Owen, also from Proadventure in Wales.
Around 35 foreign visitors took part in the Outdoor Academy at Utö.
•
•
•
ScANdINAVIAN OutdOOr NeWS 9
News from SOG
You have chosen shared leadership in this post, you and Rolf Hilleberg, why?
– We think we can get even more out of our work with this solution. We will complement each other and operate SOG even better. Also, we both have a base in Jämtland and keep in touch continuously.
What initiatives will you be driving forward?
– All member companies have their own visions and goals, but I think we can help to find more op-portunities for collaboration. Through cooperation and networking, individual companies can become
even stronger. And together we can make the outdoor business grow and get more people out in the nature
What trends do you see in the Scandinavian outdoor companies that are members of the SOG?
“I think the pursuit of sustainable solutions is common to the Scandinavian companies, mainly when it comes to developing functional and cleverly designed products that last, but also in terms of materials, logistics and social responsibility.”
“The spirit of cooperation is also distinct among Scandinavian companies, that they are not as concerned about establishing territory, rather they want to pull together to make the entire industry go forward.”
What are the challenges?“A great challenge is seeing how we can work
to bring together all three distribution channels: the specialist outdoor shops, the larger retail chains and e-commerce, which often puts pressure on prices. Our member companies need needs physical stores because they sell advanced technology products, but all three areas must be able to work together.”
How would you say that an outdoor business could succeed best in the fierce competition?
“I think a lot has to do with keeping up with the rapid developments globally and partly to think and work in the long-term. To find their DNA and dare to believe it.”
sara wänsethhome: Undersåker, outside the town of Åre.Favorite activity: “Following the seasons, there is always something fun to do. During the early winter I had an amaz-ing Nordic skating season and then the skis came out.”Favorite gear: “A map and coffee always comes with me.”
“I think the pursuit of sustainable solutions is common to the Scandinavian companies.”
Since October, the Scandinavian Outdoor Group has had two new general secretaries. One of them is Sara Wänseth, a former Marketing Manager at Woolpower, Haglöfs and Lundhags.
“collaboration is one of our hallmarks”
peOple
ScANdINAVIAN OutdOOr NeWS10
Rolf Hilleberg is the other half of the pair who will take the Scandinavian Outdoor Group forward.
You have previously been CEO of tent manufacturer Hilleberg and today you are one of the SOG’s two Secretary Generals. How do you see the future of Scandina-vian outdoor companies, is it light or dark - and if so, why?
“I think it looks bright. We sit on genuine knowledge and tradi-tions, which means a lot. A sort of idealism also remains in many of the companies that is not about money in the first place, but rather a strong love for the outdoors and nature.”
Do you think more Scandinavian companies will start adding man-ufacturing closer to their home market to reduce environmental impact in the future?
“To a greater extent, some types of products are possible to produce in Scandinavia, but others would be far too expensive. It all depends on the type of product and how laborious it is to make. However, it can work. Look at, for example, Woolpower who wins public contracts and still has its production in Sweden.”
“the future looks bright”
Rolf HillebeRgHome: Östersund, Sweden.favorite activity: “Ski touring on the mountain in early spring.”favorite gear: “No, not really one. I like many different things.”
Antony Spencer
Nordic outdoor – from fjord and fjell to the fairs.
ScANdINAVIAN OutdOOr NeWS 11
1. Soft Merinowool.2. Rib knitted parts for extra elasticity.3. Pocket and hanger for compass or other outdoor equipment.4. Extra long zipper for ventilation.5. Protection behind the zipper so it does not feel cold to the skin.6. Thumb Grip provides heat to the fingers.7. Loops to dry your clothes.
1. Soft Merinowool.2. Double fabric on the buttocks, inner thighs and knees.3. Loops to dry your clothes.4. Elastics with merino liner.5. Rib knitted at the sides for extra elasticity.
ACLIMA AS Sundvollhovet, 3535 Krøderen, Norway Tlf: +47 32 15 06 00 I e-mail: [email protected] I www.aclima.com
100% MERINO WOOL
Anárjohka Warm Wool Mock Neck W/Zip
Anárjohka Warm Wool Longs
Scandinavian VillageHall a6 Stand 225
retail
Nature iS ever present for the Finnish people. There are many lakes, deep forests and a long win-ter that provides good conditions for winter activi-ties in many parts of the country. Hunting is big here as well as fishing, but the craving for fashion is not nearly as big – if one excludes the major cities.
“The phenomenon of “urban outdoor” has hit big here in Finland, but the demand for sustainable products has not at all been great yet, even if it is in the works,” says Nina Ehnrooth, CEO of Partioaitta, with about 15 outdoor stores throughout Finland.
The retailer is implementing the internal ranking
system “A Green Choice” which makes it easier for customers to choose a more organic product.It is done together with the Swedish retailer chain Naturkompaniet, that belongs to the same company.
“We will start working with the symbol more ac-tively in the future, but there is no explicit customer demand yet, rather a more environmentally friendly line that we think fits with the times. Our custom-ers can rely on us as a sustainable retail chain,” explains Nina.
The customer groups in Finland are similar to those in other Nordic countries, but the patterns of consumption appear perhaps to be a bit different.
Many hunters and anglers look for clothing primarily at discount chains and the overall price competition is fierce. The recession has “stuck” and many Finns are in a trend of spending less.
iN additiON tO clothing, Partioaitta sells many hardware products for hiking, such as tents and stoves. Nina Ehnrooth has primarily seen two out-door groups grow in recent years.
“Interest in trail running is growing fast, as well as climbing. It has become fashionable to be active in the outdoors and nowadays, there are quite a number of outdoor events and arrangements to visit.”
“We do well with our jackets, trekking boots and pants, but the best selling product is actually Fjäll-räven’s classic Kånken backpack, standing up against all major world trends.”
An active outdoor lifestyle has become fashionable in the land of a thousand lakes, but interest in green, sustainable products is still hesitant. We had a chat with Nina Ehnrooth, CEO of Finland’s largest outdoor retailer, Partioaitta.
Urban outdoor is booming in Finland
Partioaitta The retail chain Partioaitta is Finland’s largest outdoor retailer, with about fifteen stores throughout Finland. It is part of the Fenix Group.partioaitta.fi
peOple
“Nowadays, there are quite a number of outdoor events and arrangements to visit here in Finland.”
ScANdINAVIAN OutdOOr NeWS 13
research and development
fOr maNy yearS, Anna Ottosson was one of Sweden’s top downhill skiers. Today, she is Activity Director at Peak Innovation in Östersund, one of the Swedish government’s efforts in the area of sports and outdoor. The organization serves as a hub for linking enterprises, research and great ideas within tourism, recreation and sports in the Swedish region of Jämtland. Anna Ottosson would love to track down people and companies who have new, grand ideas that can change an entire industry.
“Since I come from the world of sport, I would love to see something that improves athletic performance. A complete new ski construction, for example, which can also be recyclable, she says.
Anna believes that in general, the level of in-novation is high when it comes to Swedish outdoor companies.
“Especially considering that the vast majority are small or medium-sized enterprises. For example, Klättermusen is always at the forefront with its focus on sustainability and Woolpower launches many new exciting products, like their wool soles made from waste materials and fire-retardant wool products for professional use.”
But there iS more work to be done. What she thinks is lacking is the big picture and a holistic approach, something that sets a new standard. Maybe a new eco-friendly shell material with even
better performance than the current market leaders, or anything that basically alters an entire industry. This is where Peak Innovation’s role comes into the picture since it acts as a single large mingling net-work with the goal of matchmaking within Swedish outdoor recreation.
Tourism in the Nordic countries is another branch with great potential, but must be developed with a higher degree of professionalism.
“Today, the situation is poor in terms of funding for research, and I think this hampers development to provide facts and pilot projects that can help develop the tourism industry, both here in Jämtland and in Sweden in General,” says Anna.
“BaSically, We have something that is coveted by both today and tomorrow’s travelers, a unique natural envi-ronment together with clear sustainability ambitions.”
The outdoor industry is bubbling with small innovations. Anna Ottosson at Peak Innovation in Jämtland wants to see imagination lead to the next big step.
“i would love to see the first recycled-ski”
Peak InnovatIon Peak Innovation has its base in Jämtland and is funded through state and regional programs for business development as well as Mid Sweden University. peakinnovation.se
peOple
“Basically, we have something that is coveted by both today and tomorrow’s travelers.”
Gös
ta F
ries
ScANdINAVIAN OutdOOr NeWS14
Footwear for running and walking in all conditions. The dynamic BUGrip studs get you going even on pure ice and the unique RB9X compound
provides benchmark traction. Icebug empowers you to keep moving regardless how slippery it is.
ScANdINAVIAN OutdOOr NeWS16
Woolpower has produced wool underwear in the Swedish town of Östersund since 1972.
Production
uNder the SAMe rOOF
the Swedish company Woolpower does what many believe is economically impossible: manufacture high quality outdoor clothing in Sweden.
maNy queStiONS that are difficult to answer at multinational clothing companies are easy to answer at Woolpower, Sweden’s leading wool underwear brand. How is the material produced?
What are the working conditions at the factory where the garments are sewn? Can garments be recy-cled - and if so, how?
When we visit Woolpower’s textile factory in Öster-sund, Sweden, we can see firsthand how the yarn is knitted into fabric. Next, the staff cut out different parts of the garments. The parts are then sent on to the more than thirty seamstresses. One of them is Ann-Mari Lund, who has worked at Woolpower since 1977. Every time she is done sewing a garment, she attaches a label with her own name on it - a kind of individual stamp of quality.
“In addition to preserving more of the quality by being personally responsible for the entire garment, as a seamstress it is also good from an ergonomical standpoint to switch between different operations,” says Ann-Mari Lund.
“retaiNiNG prOductiON iN Östersund is a very delib-erate and long-term choice,” says Adam Brånby, from the family that owns Woolpower. “The company was founded by KF in 1972 to supply the Swedish Armed Forces with underwear. Back then they developed Ul-lfrotté, a self-composed
wool and synthetic blend on knitted terry loops – a material that is still the foundation of Woolpower.
While SWedeN’S Other clothing manufacturers closed down or moved their operations to low-wage
countries, woolen garments continue to be manufactured in Östersund.
“Since our family took over the company in 2002, we have expanded the business significantly, with new machines, more staff, products and more,” says Brånby.
“To remain in Östersund is incredibly positive for us. The biggest strength is that everyone who works for us are people who actually use these products every day. They understand that every seam is important. And our employees have union rights, pension provisions, vacation, fair wages - things that are important for our customers.”
SOmethiNG that iS not found in Jämtland is the ap-proximately 250,000 Merino sheep needed to produce the wool that Woolpower uses. It comes from sheep farms in Uruguay and the Argentinan part of Patagonia.
“We regularly visit the sheep to ensure that they have good living conditions,
and in that part of the world, there is no problem with “mulesing,” says Pål Dufva, who is responsible for product development, purchasing and CSR at Woolpower.
“Then, the wool is dyed by our partner in Germany. They also run very active environmental initiatives,” continues Pål Dufva.
the lateSt additiON to the small textile factory in Östersund is the manufacturing of felt soles from the waste material that occurs when you cut out the pieces of a pattern. This product made from recycled material was last one of the winners of the international ISPO Award Gold.
ScANdINAVIAN OutdOOr NeWS 17
TEST OUR SKILLS
Benefit from access to an innovative team of sports technology engineering students,
who will develop a solution to your problem over a three-hour period at ISPO.
Register interest at our booth A6 – 140, or email us at:
OFFERING YOU TOMORROW
WWW.PEAKINNOVATION.SE
Peak Innovation welcomes you to Sweden and Jämtland – a melting pot for research, sports, business and the public sector. A unique environment for product development in sports and the outdoors.
Visit sports technology engineering students from Mid Sweden University and find more information at:
MAKE US YOUR R&D PARTNERBook a meeting with us at ISPO:[email protected]
SPORTS TECH RESEARCH CENTRE– SCANDINAVIAN VILLAGE A6-140World-leading research and innovative development of equipmentand technology for sports and outdoor activities.
SWEDISH WINTER SPORTS RESEARCH CENTRE– NORDIC XC VILLAGE A5-327World-leading research for sports and performanceand sports and health for winter sports.
syre
.se
products you caN´t miss at ispo
ScANdINAVIAN OutdOOr NeWS 19
16Gear Guide
Gear Guide
Breaking the groundafter three yearS of product development, Icebug is now launching yet another groundbreak-ing running shoe, the Zeal RB9X. What makes this shoe unique is not only the traction benchmark RB9X rubber, or the low weight non-absorbing up-per, but the midsole and its unmatched combo of stability and softness. This is made possible thanks to the special U-shape, which gives torsional rigid-ness without killing the flexibility. It also enables a heel cup that is so soft the Achilles tendons will sing a song of relief.icebug.se
three in onethe faShiONaBle Bjerke 3-in-1 Coat, with reserved styling, is an eye-catcher – particularly the sandy women’s version. The outer coat provides protection from tough weather conditions. It is made of the wind and waterproof as well as breathable fabric Bergans Element. The inner coat, made of a cozy Pontetorto wool blend, is equipped with a fixed hood to keep heads warm, just like the outer coat. The two layers can easily be zipped together. Combine them or wear them alone!bergans.com
Merino for the feettheSe aWard WiNNiNG felt insoles from Woolpower are made of production waste from merino garments in various colours. Therefor, the color is called “recycled gray” since it will change depending on the color the waste has, so that every felt insoles is unique.They can even be worn even indoors due to their insulat-ing and moisture management properties. woolpower.se
ScANdINAVIAN OutdOOr NeWS20
UnstoppableSkhOOp’S NeW cOver skirt Gretchen is the world’s first skirt to be equipped with Gore WINDSTOP-PER® fabric. It is an excellent choice for activities like cross-country skiing, running or Nordic skating because of its length and function, both in fabric and design. The skirt covers the most vital parts of your body to keep you warm – and the wind away. The Gore WINDSTOPPER® lining at the front and back protects you from the cold, and the stretch panels on the sides ensure the best mobility for high-energy activities. skhoop.se
hands upthe NeW GlOve Narvik Wool Terry from Hestra combines timeless Scandinavian design with an environmentally conscious choice of materials. Made from eco-friendly vegetable tanned goat leather, the model is a follow-up of the famous Army Leather Heli Ski glove. Together with a waxed cotton/polyester fabric and a removable wool terry liner, this glove has good chances of becoming a new classic for passion-ate skiers, both in Scandinavia and elsewhere. The Narvik Wool Terry will be available for men, women and children both as a finger glove and mitten. hestragloves.com
heat wavecOld feet caN ruin the best outdoor experience. Now, this notion is history. Seger, together with Inuheat, has developed socks that let users regu-late the heat in their socks via a smartphone app. The heat is easily adjusted and can be separately adapted for the left and right foot. A minimal bat-tery maintains the warmth for up to 8 hours; it can be quickly charged via a USB in a computer or wall charger. Power is supplied directly from the battery via the knitted contact points to the conductive thread that then conducts the heat to the sock’s toe. The Heat socks are knitted with state-of-the-art materials. They contain compression, terrycloth soles, and minimal toe seams.seger.se
ScANdINAVIAN OutdOOr NeWS 21
Gear Guide
Sätila has a vision Sätila viSiON iS a pioneering line with a complete col-lection of hats for the active individual. The collection includes hats with high visibility, breathability and techni-cal solutions that are completely new to the market. Exercising in various forms is a growing trend world-wide. Therefore, when it comes to training, 100% functional details are of special importance, in combi-nation with a great look. A comfortable fit, seams in the right place, good visibility in traffic - everything counts. Modern high-end active shoes were a major
influence for Sätila when developing the details for the new collection. The ISPO show will be the official release of Sätila Vision, with retail sales starting in au-tumn 2015. Of course, all models are knitted in Sweden, in Sätila, as they have been since 1896. The company offers a complete range of caps for different activity levels – with models made from thin breathable material in dri-release blends to soft merino to keep you warm. satila.com
Sätila of Sweden was started in 1896 in the small
town of Sätila, Southeast of Gothenburg.
ScANdINAVIAN OutdOOr NeWS22
Great expectations the NeW exceed xt headlamp with the Activity Light system developed by Silva is perfect for running, biking or cross-country skiing. With three different light modes for each of the mentioned activities, Silva provides athletes with tailor-made light solutions for great experiences outdoors. Furthermore, the new headlamp is easy to use, light-weight, fully waterproof and has a long lasting battery. silva.se
NeW eNerGy The Devold Energy series consists of lightweight, tech-nical running wear made from 100% merino wool. With a focus on strong color combinations and fresh styles, the garments fulfill the need for good design and functionality. The combination of the sweat absorb-ing rib structure and strategically placed mesh panels in the sides and back optimize ventilation and wick away moisture during high intensity workouts. Both also feature stretch, for comfort and complete freedom of movement. The tops come in bright colors, with reflective details on the chest. The Devold Energy line is extremely soft and naturally odor-resistant.
Nice aNd Warm The garments in the Devold Signature line offer super-soft, warm and versatile base layers made from 100% merino wool, in a snug fit with classic knitted patterns. The breathable Jacquard knitwear is soft against the skin and naturally odor resistant. The garments come in the classic patterns Alnes and Islender, which have followed Devold for many generations. The Devold Signature line is designed to be worn alone, or as insulating underwear that ensures the perfect temperature and style when you are active during the coldest time of the year.
dual layerThe Devold Optimum series is a high quality mid layer made from superfine merino wool. Knitted with dual layer quality, the Optimum garments insulate extremely well and have excellent wicking abilities. The extra fine merino wool fibers feel incredibly soft and comfortable. Optimum garments offer great protection against the cold when hiking, skiing or just enjoying the outdoors in cold conditions. The newest addition to the Opti-mum family is the zip neck shirt. The men’s zip neck has a chest pocket with a zip and the woman’s zip neck has a side pocket with a zip.
Hall A5 Stand 602devold.com
ScANdINAVIAN OutdOOr NeWS 23
Devold Optimum Series.
Devold Signature Line.
Devold Energy Line.
norwegianwool
Gear Guide
the cOllectiON cONSiStS of five modern unisex work boots that are inspired by original designs from the company’s past. They are as comfortable as they are timeless.
“To succeed in the task of creating modern work boots from classic models within Lundhags’ expan-sive product archives, the entire design and produc-tion process needed to be reevaluated,” explains shoe designer Niklas Karlsson.
“It has been a fun, but extensive job. Everything from choosing models from the archives to selecting the right material and adding or updating features that we thought the new boots needed.”
he quickly realized that the new collection required a new foundation for building the boots. Therefore, much work was focused on developing an entirely new last and outsole giving the boots a more comfortaB le feel when walking and a snugger design.
“The new last is designed to fit boots that can be used every day. It follows the shape of the foot and has a dynamic design inspired by traditional work boots, he continues.”
the riGht feel
To give the boot the right feel, even new material was needed. From the German tannery Heinen, a long-standing supplier to Lundhags, Bergamo leather from Heinen’s eco line Terracare was selected. The Terra-care method for tanning has proven to be the most environmentally friendly in various experiments. At the same time, it has just the right feel that Lund-hags’ designers were looking for.
“The Bergamo leather has a darker and oilier surface, which perfectly fits the finish that we wanted to give the Heritage collection.”
the heritaGe BOOtS have the newly developed, thinner “Commando sole”. A slightly beveled outsole with a new sole pattern, for both enhanced comfort and effective grip.
“To provide even more comfort, we have also de-cided to make the insoles on all models from an extra fine leather quality,” says Niklas.lundhags.com
Made with great attention to detail and craftsmanship, the new Heritage collection from Lundhags pays homage to Lundhags’ long history of quality products.
homage to history
Lundhags’ Heritage collection consists of five modern work boots. All inspired from Lundhags’ long shoemaking tradition with modern features and updated materials.
ScANdINAVIAN OutdOOr NeWS 25
We asked the editorial board of NOrr – das Skandinavien-Magazin to choose their favorite photo story from the past year. the choice
fell on the photo-grapher Nicklas Blom’s dogsled journey across the Swedish mountains.
heading north
hOW dO yOu summarize one of the greatest adventures undertaken in Sweden in recent years? Perhaps as follows: 1,300 km of wilderness, 39 days, eight sled dogs, 1 photographer.
During the winter of 2011, photographer Nicklas Blom was living in a simple, wood-fired, wooden house outside of the town of Åre in the Swedish Jämtland Mountains. Next-door was the newly built kennels with the eight sled dogs he had recently bought. When the snow came, he fixed them in front of a dog sled and went out into the forest and up into the mountains.
Although he probably would not admit it, Nicklas was basically a beginner in the realm of dogsledding. Sure, he was an avid dog lover, he had tried dog sledding before and he was an ex-perienced outdoorsman having skied to the North Pole, among other things.
But he had never been out in the wilderness with dogs before.
That did not stop him from a grand vision: to go dog sledding from Åre northward, all the way
to Treriksröset, almost 1300 kilometers through roadless mountain areas, large forests, nature reserves and national parks.
Two years later, Nicklas sent a brief email to NORR Magazin, where he is often featured: “I leave tomorrow.”
NOt maNy peOple knew about his plans. He did not want to tell about them because the prob-ability that he would fail was pretty big. He was also tired of all the adventurers who send press releases before they even left home.
TNext came 39 days, which were exciting to follow, with small trip reports and pictures sent via mobile phone and email when the batteries could be charged and the coverage was good. In other words, quite often. During the day he photographed and filmed blizzards, sparkling glaciers, fighting dogs. During the evenings in the tent, he wrote a diary about what he experienced - and the life that he had left behind. When he came back, he was actually a changed person.
ScANdINAVIAN OutdOOr NeWS28
Nicklas Blom and his eight sled dogs went from Åre to Treriksröset, totally 1300 km of wilderness in the Swedish mountains.
ISPO booth A6.136 | www.organotex.com
ISPO booth A6.136 www.organotex.com
AD-OrganoClick.indd 1 2014-12-04 10:42
Nicklas, in retrospect, what do you think when you look back on the journey?
“That I have to do it again. It was so nice to have so much time to think clearly, to not rush. I try to keep that feeling in the hustle and bustle of everyday life. I refuse to get stressed out about small things.”
Did you also have some time to philosophize about life despite all the chores?
“Yes, about half the time I was occupied by practical things, the dogs, map, compass, weather and so on. But suddenly, I could find myself in a mile-long valley, where I did not have to navigate for an entire day.”
What is your advice to beginners who want to ven-ture out into the wilderness in the wintertime?
“Begin by testing things out close to some form of security. You can go winter camping a hundred yards from the cabin. Same thing with the equipment and weather. Test that your tent, stoves, etc. work in rough weather, but under safe conditions. If something goes wrong, you can easily back out and seek shelter.”
NOrr Photo Story
3 questions to Nicklas Blom
Selected outdoor destination
West Sweden is a wonderful and easily accessible setting for outdoor activities, with its rocky coastline of 8000 islands as well as lakes and
forests providing the perfect landscape for adventurers.
paddliNG / kayakiNGPaddling is one of the best ways to explore Sweden’s captivating coastline. There are no strong currents or tidal waters, and the water is warm during the summer and early autumn. Paddling for all levels of experience is available – calm, sheltered waters for people who have never tried kayaking before, and ex-posed deep-sea stretches for the more experienced adventurist. Choose from self-guided or expert guided kayak trips, each featuring top quality accommodations, delicious cuisine and soothing spa visits. Or, why not get even closer to nature by wilderness camp-ing along the way instead? And with no shortage of islands to choose from, paddlers often get to camp on their own private island. Popular kayaking locations include the idyllic Koster Islands – set in Kosterhavet Marine National Park, as well as the Fjällbacka archipelago, one of the region’s most sheltered settings.
The Dalsland Lake District is an awe-inspiring set-ting for paddling as well, with its labyrinth of glittering rivers and lakes, surrounded by deep forests. Set off on a canoeing adventure as part of a relaxing holiday in the region. Or challenge yourself by taking on the famous annual Dalsland Canoe Marathon (8 August 2015) – Sweden’s biggest canoeing competition, with over 1000 competitors of all abilities tackling the 55km course. Alternatively, there’s the Dalsland Open Water, which is all about paddling the race in your own time. The only requirement is that participants complete the 55km course within three consecutive days!
hikiNG / WalkiNGWalking in West Sweden is an absolute treat for lov-ers of enchanting natural beauty, wildlife and calm, friendly towns. There are many well-marked trails and maps available, and visitors can combine hiking trips with tours of the scenic towns. Good walking trails can be found throughout numerous nature reserves
OutdOOrS IN WeSt SWedeN
Henrik TryggHenrik Trygg
ScANdINAVIAN OutdOOr NeWS30
in Bohuslän, including The Weather islands, West Sweden’s most westerly, windy and warmest islands. Another popular hiking area in Bohuslän is Fjällbacka, the setting of the best-selling author Camilla Läckberg’s crime fiction novels, which have been successful all over Europe. There are numerous trails available where you can visit Läckberg’s murder scenes. Smögen in Bohuslän is particularly ideal for both hiking and running. The Kuststigen and Sotenleden trails have the most to offer when it comes to exciting environments: magical forests, smooth red granite slabs, unique stone quarries and small enchanting fishing villages. The Icebug Xperience (autumn) is a brand new, three-day 80km outdoor journey in Smö-gen, where you can choose to either walk or run. The challenge is for all abilities and competitors can stop for lunch, and then in the evening, enjoy delicious, locally produced food. There are also numerous hiking trails in Dalsland, where you can explore the shimmering lakes and deep wild forests that are easily accessible. In Västergötland, you are offered a step back in time through a wealth of immaculate manor houses, his-torical sites such as the baroque castle Läckö castle, which is nominated as one of Sweden’s most beauti-ful castles, and beautiful countryside. Watch the spectacle of nature through the thousands of dancing cranes at Lake Hornborga during springtime, explore the historic Göta Canal where you can watch the
boats passing the locks or try the blooming ramson during spring at Kinnekulle.
lOcal cuiSiNeWest Sweden is renowned for the wealth and quality of its natural, organic produce.
The inland forests of Dalsland provide a variety of game, berries and fresh fish, whilst the countryside of the Göta Canal area produces fine cheeses, beer and schnapps at the local farm shops. Fertile agricultural land makes the region ideal for growing grain and rais-ing animals in the best sustainable organic traditions. In West Sweden you can enjoy freshly harvested and locally produced food of the highest quality. This is be-cause the process from sea or land to your table is both sustainable and short! We believe that if you eat well, you live well. In West Sweden you will find many unique foodie highlights like ramson in the spring, exclusive roe in the autumn and fresh seafood all year round. Actually, the west coast of Bohuslän’s shellfish are among the best in the world thanks to the cold, clean, mineral-rich water. Visitors can indulge in the region’s ‘Shellfish Journey’, tucking into the many delicacies of the seafood world – including lobster, mussels, oysters, crayfish and prawns – and learning how to catch and cook them on a unique seafood safari. You can travel along the coast and try different seafood safaris.
For more information about West Sweden, westsweden.com
Lasse Forsberg
Henrik TryggÅsa Dahlgren
ScANdINAVIAN OutdOOr NeWS 31
Welcome to
Fjällräven
Hanwag
Primus
Brunton
Tierra
Klätter-
musen
Haglöfs
Tenson
8848 Altitude
Wool-
power
Tretorn
Houdini
Sätila
Seger
Röjk
Isb-
jörn
SkhoopIvanhoe
Aclima
Light My Fire
Viking
Alfa
Dale of
Norway
Point 65
Silva
Bergans
Reima
Didriksons
66° North
Lundhags
Ulvang
Hestra
Icebug
Poly-
giene
btwen
tyfour
Organo-
Click
Rudholm
& Haak
Peak
Innovation
Mittuniversi-
tetet
SOG Awards
HIGHLIGHTS IN THE VILLAGE Thursday February 5, at 10.00-10.15
Official opening of the Scandinavian Village
Thursday February 5, at 17.00-18.00 (Prize ceremony at 17.30) Scandinavian Outdoor Award (SOA) ceremony in the Scandinavian Bar
Thursday-Saturday, at 17.00-18.00
HAPPY HOUR IN THE SCANDINAVIAN BAR
SCANDINAVIANVILLAGE
Guide for retailersA product overview from the exhibitors in the Scandinavian Village.
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A6.2228848 Altitude was established in1990 while designing equipment forthe first successful Swedish ascentof Mount Everest. Ever since, 8848Altitude has been developing innova-tive, technical clothing for skiers andoutdoor enthusiasts. 8848 Altitudeis available in more than 600 storesin 23 countries, and the brand isappreciated for high functionality,quality and modern Scandinaviandesign. 8848altitude.com
Sales: Fredrik Käll, [email protected] +46 70 603 8848PR: Pauli Ärje, pauli.arje@8848altitude,com, +46 705 55 8848
A6.116Some people say: to survive inIceland you need to be brave, havea good sense of humor and wear66°North clothing. The companyhas been keeping Iceland warmsince 1926. The name reflectsthe latitude 66°N; the ArcticCircle. Today, 66°North producesa wide range of both protective andstreetsmart clothing, influencedby the fascinating Icelandicenvironment. 66north.com
Sales: Styrmir Karlsson,[email protected], +35 45 356 665PR: same as above
A6.225For more than 80 years, NorwegianAclima has kept the heat turnedup, delivering sports underwearthat perform in cold climates.Aclima develops its warm, softand breathable products just asnowball’s throw from the famousNorefjell ski resort. aclima.com
Sales: Thor Øyvind Hagen,[email protected], +47 92 023 548PR: Lars Eivind Johansen,[email protected], +47 97 161 182
A6.102Bergans is almost an institution foroutdoor-loving Norwegians. Thecompany was founded in 1908 whenOle Bergan invented the modernbackpack. Now, Bergans also makessleeping bags, tents, functional cloth-ing and foldable Ally canoes. Eversince Amundsen reached the SouthPole, Bergans products have been oncountless expeditions, and adventuresand innovation is still the basis forthe company today. bergans.com
Sales: Bergans Outdoor GmbH, [email protected], +49 40 30 98 561 0PR: Christoph Centmayer,[email protected],+47 32 252 500
Kaya
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A6.224
A6.204
A6.237
A6.124
A6.243
A6.104
A6.239
A6.243
A6.238
A6.214
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8848 Altitude
66˚ North
Aclima
Bergans
Dale of Norway
Didriksons
Haglöfs
Hestra
Houdini
Icebug
Isbjörn
Klättermusen
Light My Fire
Lundhags + Ulvang
Point 65
Reima
Seger
Silva
Sätila
Tenson
Tretorn
Viking
Woolpower
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Scandinavian OutdOOr newS4
A6.212Haglöfs develops clothing, footwear and hardware for people who invest in an active outdoor lifestyle. From small-scale backpack manufactur-ing in 1914, Haglöfs has developed into one of the world’s leading sup-pliers of technical and sustainable outdoor products. haglofs.com
Sales: Jari Grev, [email protected], +35 84 401 914 03PR: Sara Skogsberg Cuadras, [email protected], +46 8 584 400 14
H A G L Ö F S L O G O T Y P E
BASIC LOGOTYPE. TO BE USED AS POSITIVE BLACK ON A LIGHT BACKGROUND
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
A6.112One 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, well designed and functional cloth-ing 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 techni-cal designers. didriksons.com
Sales: Niklas Nilsson, [email protected], +46 76 809 98 06PR: Bosse Hylander, [email protected], +46 703 43 90 11
A6.236Dale of Norway recommends you stay close to nature. The company itself has been doing so since it was established in the picturesque village of Dale, in 1879. Dale of Norway is the largest producer of traditional wool knitwear, and its modern sports collection proves that wool is equal to – some would say better than – high-tech materials. dale.no
Sales: Kjell Østensen, [email protected], +47 97 96 64 11PR: Hilde Midthjell, [email protected], +47 90 83 71 11
A6.128A Hestra glove is composed of 109 parts and assembled with the highest level of precision. While some brands introduce many different products over the years, Hestra has remained a glove manufacturer since it was established back in 1936. And rather than develop different products, Hestra focuses on making theirs better and better every year. Today, Hestra is one of the world’s leading glove manufacturers for the outdoors. hestragloves.com
Sales: Andreas Håkansson, [email protected] +46 370 33 97 07PR: Jenny Kvarnlöf, [email protected] +46 370 33 97 15
A6.224Isbjörn of Sweden has set a new stand-ard in outdoor clothing for kids. With a design and quality comparable to the best of outdoor wear for adults, Isbjörn of Sweden is keeping more and more kids warm and dry in all weather condi-tions. The company also has a strong commitment to the environment. And the name Isbjörn? It is Swedish for polar bear. isbjornofsweden.com
Sales: Martin Eisele, [email protected]: Maria Frykman Forsberg, [email protected], +46 76 224 48 90
A6.130Anyone who has ever run on slippery ground or snow understands why Icebug shoes are needed. Icebug is the market leader in providing traction and solving the problem of slipping while training, which they do through a number of patented technologies. Whether trail running, winter running or winter walking – Icebug offers injury prevention and the freedom to stay active all year round. icebug.se
Sales: Tom Nilsson, [email protected], +46 31 817 090PR: Marie Thomasson, [email protected], +46 31 818
A6.232Houdini’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 have 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. houdinisportswear.com
Sales: Hanna Lindblad, [email protected], +46 8 557 746 81PR: Mia Grankvist, [email protected]
A6.204Klättermusen’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. klattermusen.se
Sales: John Zopfi,[email protected]: same as above
A6.124Lundhags makes boots fit for kings – literally. The company is a Royal War-rant 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. lundhags.com
Sales: Gina Loven, [email protected], +47 90 777 759PR: Anders Blomster, [email protected]+46 709 32 46 99
A6.237Based 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 – Light My Fire’s innovative products have been taken to heart by both backyard adventur-ers and backwoods survivalists all across the world. lightmyfire.com
Sales: Calill Jagusch, [email protected], +46 70 823 88 28PR: Johanna Arnerius, [email protected], +46 70 810 52 07
A6.104”Freedom to be active – in any weather” is the motto of Reima. The Finnish manufacturer is renowned for its func-tional, high-quality children’s outdoor clothes and footwear for ages 0 to 12. Maybe the secret lies in the real-world testing, where Reima has chosen the world’s most frank and ruthless test team of all – kids themselves. reima.fi
Sales: Kimmo Salmi, [email protected]: Riikamaria Paakkunainen, [email protected], +358 50 322 8293
A6.243Point 65 Sweden, founded in 1996, is a leading outdoor brand in Northern Europe and one of the fastest growing outdoor companies in the world. Point 65 Sweden currently offers a wide range of state of the art, truly unique and innovative hard shell packs and bags (formerly Boblbee) and a wide range of paddle sport products. Point 65 Sweden is also the company behind the ingenuous modular take-apart kayaks Apollo, Tequila!, Martini, Mercury and the SUP Rum Runner. point65.com
Sales: Richard Ohman, [email protected] +46 70 7563326PR: same as above
MeMBeRS oF SoG THAT ARe NoT eXHIBITING AT ISPo
CintamaniCraftEccoExelHelsportHillebergMora of SwedenNorrønaPeak PerformanceScandinavian TouchTentipiThuleTrangiaWalkstoolÅsnes
DeVeLoPMeNT MeMBeRS
DrytechNokian/BernerSkogstad Sport
A6.239Seger started in 1947 by Gunnar Seg-erqvist in an old woodshed in Gällstad, Sweden, Seger is the leading supplier of technically knitted socks and caps with 50 employees. Throughout the years, the cooperation with successful athletes has played an important part in the company´s business philosophy. Seger´s headquarters are still in Gällstad, but the woodshed has been traded for functional premises of 6 500 m2. Since 2001 Seger is part of New Wave Group AB. seger.se
Sales: Per Segerqvist, [email protected], +46 321 260 03PR: same as above
A6.238The factory is located in Sätila, Sweden and the history of the company starts in 1896. Environmental and sustainability work is the way of living 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 every day, that´s Sätilas mission!satila.com
Sales: Lotta Persson, [email protected], +46 706 60 29 89PR: same as above
A6.214In recent years this renowned Swedish company has become more of an urban brand. Now, the modern look has been preserved, but functionality has returned to Tenson’s roots – the outdoors, ski-ing and marine activities. Tenson’s new design team has managed to combine comfort, style and quality into the new collection. tenson.com
Sales: Johan Lövqvist, [email protected], +46 31 688 300PR: Oscar Anderberg, oscar.anderberg@tenson,com, +46 31 688 300
A6.229Tretorn creates performance and leisure products for a lifestyle lived largely outdoors. The range of prod-ucts includes footwear like sneakers and rubber boots for hunting, hiking, safety/occupational, casual wear and performance riding, as well as apparel and tennis balls. Tretorn was founded in 1891 in Helsingborg, Sweden and is a 100% owned subsidiary of PUMA SE and part of the KERING Group. For further information: tretorn.com
Sales: Joakim Appelqvist, [email protected], +46 70 8196010 PR: same as above
A6.227Viking is an outdoor footwear special-ist 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. vikingfootwear.com
Sales: Helma Tobies, [email protected] +49 89 321 95061PR: Stephanie Zollner, [email protected] +49 89 321 868 79
A6.228Woolpower produces underwear, shirts, socks and accessories from the highest quality Merino wool. As they like to say: “We offer warmth, care, function and a lot of knowledge about the cold.” In addition to Wool-power clothing being used by outdoor enthusiasts and the military, it can also be seen in a growing number of fashion magazines. woolpower.com
Sales: Christian Stjärnered, [email protected] PR: same as above
A6.243“Get out there” is the company motto of Silva, based in northern Stockholm. For more than 75 years, the company has found inspiration in those who ori-enteer, 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. silva.com
Sales: Marcus Haas, [email protected] PR: Hanna Lundberg, [email protected], +46 8 623 43 58
DeVeLoPMeNT MeMBeRSAlfa A6.230 Shoes and bootsIvanhoe A6.126 SportswearRöjk A6.223 SportswearSkhoop A6.122 Outdoor skirts
PARTNeRSBtwentyfour A6.135 Business solutionsorganoclick A6.136 Fabric enhancement Peak Innovation A6.140 Innovation and product developmentPolygiene A6.134 Odor control for textilesRudholm & Haak A6.138 Garment accessories
Also at ISPo
an active outdoor life is part of Tretorn’s
long, Swedish heritage. Decade after decade, we’ve
stood strong – whatever the weather – and developed
products that are made for enjoying nature. Tretorn’s
new Tornevik collection was inspired by the modern
outdoorsman. We worked with young Swedish
hunters, who wore our products on afternoon hikes
and early morning hunts, and together we crafted
boots that would keep them dry and comfortable – all
day long. The result is footwear that is not overbuilt
or overwrought – something that we Swedes are
quite good at. With innovative features and elegant
designs, these are boots with the right fit, form and
function for a modern life spent outdoors.
INTRODUCING THE PREMIUM TORNEVIK COLLECTION
F U N C T I O N A L F O O T W E A R F O R T H E O U T D O O R S
TRETORN_Outdoor_ScandiNews_AD_3.indd 1 2015-01-14 08:23
221 Fogra39 TAC300 Coated
