Fenix has promoted Per Wååg, a company veteran, to global chief executive of Primus and Brunton Outdoor. Wååg was previously general manager of Brunton, which is also the distributor of Primus in North America. Fenix owns such other outdoor brands as Fjällräven, Hanwag and Royal Robbins and is the parent company of four outdoor retail chains – Globetrotter, Naturkompaniet, Partioaitta and Friluftsland.