Danish outdoor chain Eventyrsport, which operates 13 physical stores and an online store that is also available in Swedish, has bought into Outdoor365 ApS, a Danish outdoor experience portal. Outdoor365 has organized the country’s largest outdoor festival in Ry since 2015 and last year launched an online portal where users can get an overview of outdoor activities, book guides, trips and events and buy outdoor gear. Lars Sejer Sørensen, CEO of Eventyrsport, Denmark’s largest outdoor chain and founded in 1996 in Aarhus, sees many synergies between his retail business, Outdoor365, and the outdoor festival to bring more people out into nature, introduce them to new outdoor activities and equip them with the right products.