NewsNewsletter nr 3/2009 from Scandinavian Outdoor Group – the top 33 Nordic outdoor companies

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GreeN COmpaNy

Bergans of Norway has started a huge internal project to become a greener company. Within the product range, Bergans has started using more earth-friendly materials like organic cotton and recycled polyester. However, prod-ucts 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 light-house – a certificate supported by the Norwegian Ministry of the Environment.

CraFt & weB 2.0

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 re-source for products, technology, brand and sponsored athletes. And even here, Craft remains true to their brand philosophy of functionality and a clean, authentic design.

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ICeBear-Gear

Isbjörn of Sweden produces high qual-ity outdoor clothing for children. Now, the brand wants to establish itself in Germany. The col-

lection consists of a broad range of tech-nical clothes for every season. This year the mother company, Nordic KidsWear, will start cooperating with the German Scandic Outdoor GmbH, which special-izes in Scandinavian Outdoor brands.

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 experi-ence 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.

Viking approved

ColorCollectionFor 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.

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.

Quality for kids

a StOry OF SuCCeSS

For the third time in a row, the Icelandic company 66 Degrees North won the Polartec Apex Award. The award is given to compa-nies 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.”

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. Jour-nalists 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 Klät-termusen for their jacket Frode.

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 explana-tion: ”By producing most of our products in Sweden, we have been able to con-centrate on design and quality control in a way that would have been impossible with a factory located half-way around the world.”

New at luNdhaGS

the Swedish outdoor compa-ny Lundhags has strengthened their team by recruiting Jonas Hellentin as their new Marketing Manager. Jonas co-mes 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.“

Haglöfsstarts shop-in shop conceptSince February 28th, the main floor at Globetrotter´s in Cologne has been transformed into a Haglöfs shop-in-shop. 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 Her-bert 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.

Spork sells

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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

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.

For clear sight

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 Ther-mal 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.

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 viewHelsport 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.

Spork for left-handed peopleIn 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 popula-tion that are left-handed. Initially, the Sporks will be available in eight colors.

Keeping icebears warm Wind and waterproof

SILVA X-TrAIL

SILVA X-TrAIL PLUS

A shoe storyViking 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.

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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.

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

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.

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Into the Wild

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.

New memBerS

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.

AbsoluteWildernessLundhags 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.

Eco-certifiedHestra 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 stan-dard for environmental management systems is released and supervised by the International Organization for Stan-dardization (ISO). Hestra was audited and certified in May of 2009.

Multi-awardwinning pantsThe Traverse pants from Lund-hags 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.

When Scandinavian Villages started appearing at ispo and OutDoor nine years ago, they were small and char-ming with just a few hot Scandinavian brands and products.Today, Scandina-vian 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

made IN SCaNdINaVIa

SOG-News is produced by

No mosquitos!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.

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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.

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 cloth ing, backpacks and other outdoor equipment developed in the same tradition.

Houdini´s mission is what they call “core comfort for body and soul”. This means no compromises when it comes to performance, sust ainability 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.

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 first- hand that their sleeping bags, jackets and tents can stand up to the harshest winter storms.

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.

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.

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.

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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, well-designed 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.

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!

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.

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“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, pe-dometers, 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 peo-ple, 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.

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.

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

Viktor Haglöfs made his first back pack 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 moun-taineering products. Helsport started in Trondheim 1951 and has since then equipped hundreds of expeditions all over the world.

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.

This tent manufacturer, with a home address in the Swedish Jämtland region, has cult status among passio-nate 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.

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 Outdoor-Fans benutzt.

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.

The three-legged telescopic Walkstool is a Swedish innovation. The name co-mes 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..

This Swedish company was started in 2006. Polygiene® is a breakthrough, antimicrobial technology that employs natural silver salt for active odor con-trol. 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.

also members of SOG: Craft, dale of Norway, devold, Gränsfors Bruk, hestra, Icebug, reima, Seger, Sätila of Sweden, tenson