Petri Raatikainen, the Finnish executive who formerly headed Columbia Sportswear in the Nordics, has set up his own distribution company to launch the Super Natural brand in the region. Raatikainen, who left Columbia earlier this year, has obtained the rights for this sports and outdoor apparel brand in the Nordics and the Baltics. Super Natural is a brand made of merino wool and technical fabrics launched by Shanghai Challenge Textile, a Chinese manufacturer for several brands including Icebreaker. A few weeks ago Thomas Stumpp, former general manager of Chris Sports Europe, was appointed to head up a European office for Super Natural, based in Munich. Raatikainen's company, Prescape, will also sell the products of Torspo, an international ice hockey brand.