The Norwegian Missing Link Group (MLG) has been through some turbulent years recently, as we have reported in the past, with declining sales and continual changes in leadership. Its sales fell last year to NOK 51 million Norwegian kroner (€6.3m-$8.2m) from NOK 60 million in 2012.
However, according to an interview conducted by Sportsbransjen, the new chief executive, John Dag Grimsen, says the company has now taken the necessary steps in order to move forward. Grimsen was appointed as CEO of the group this past spring, after serving on MLG's board of directors. He was previously the CEO of Mammut Norway.
A recent restructuring process has led to a slimming down of the staff to only about 10 people working within the company. According to Grimsen, the financial situation is good, but approaching the Norwegian sporting goods market with three different brands - Missing Link (outdoor and winter sports apparel), Sabotage (or SB, with freeride and skate clothing) and Ski Bum (skiwear) - has not brought the desired results. Therefore, the company will focus only on the Missing Link brand, phasing out the other two. Furthermore, the company has decided not to take part in trade fairs such as Norspo in Oslo.
The group had already eliminated another former brand, Basecamp, which stood for entry-level outdoor apparel and equipment.