Gonz Ferrero, a young investor and executive with experience in digital business and Asia, was appointed chief executive at Klättermusen in October. He takes over from Johan Nordqvist, who left the company in May, only about a year after he was placed at the helm following a change of ownership eight months earlier.

Ferrero started his career at investment firms in London but he spent the last five years in China and Japan, focusing on investments and development of digital and entertainment companies. A Spanish Peruvian who grew up in Argentina, he became involved in Klättermusen through Mongade, a London-based group of investors and managers specializing in developing companies, which has taken an interest in the outdoor industry. Ferrero has moved to Åre, the Swedish resort where Klättermusen is based, to manage the brand's expansion.

Ferrero wants to cultivate Klättermusen's somewhat bold and unconventional approach in making technical outdoor products, with a distinctive design language and focus on sustainability. At the same time, he intends to establish more direct connections with consumers, through ambassadors and online. The measures taken since the change of ownership to switch to a more consumer-centric approach should become clearly apparent from next spring, with a cohesive range that fully reflects the brand's assets.

The majority of Klättermusen's shares was taken over in 2013 by Scope Capital, a Swedish venture capital firm, which invested about SEK 30 million Swedish kronor (€3.2m-$3.5m) in the company. The company was previously controlled by Peter and Eva Askulv, who still hold a minority interest. Part of the changes implemented since then have been structural, building up a management team to take charge of functions previously supervised by the founder. Klättermusen's sales dipped by about 3 percent to SEK 44.8 million (€4.8m-$5.2m) for the financial year until March.