All Primus articles
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ArticleNew CEO at Primus-Silva
The Swedish outdoor equipment company Primus-Silva has appointed Jonas Sjögren as its new CEO. Richard Jägrud, who has served as CEO for the past seven years, has decided to leave the company to pursue new professional challenges. Sjögren and the Primus-Silva management team will work closely together to lead the ...
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ArticleFenix Outdoor vows to spend more on marketing
Faced with still too much inventory but also high supply chain and product standards, Fenix Outdoor intends to dedicate more dollars to marketing, particularly in Germany and the US, to “explain to the [outdoor] consumers what we stand for,” commented Chairman Martin Nordin in a statement. In the ...
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ArticlePrimus and Silva with joint sales subsidiary for Germany, Austria
After Silva Sweden AB acquired 100 percent of the shares in Primus AB from Fenix Outdoor AB on April 28, 2023, the two Swedish outdoor brands are operating as one company under the name Primus-Silva Sweden AB. For the German and Austrian markets, Primus-Silva Sweden AB is now establishing a ...
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ArticlePrimus acquisition completed, new company Primus-Silva AB in operation
Silva Sweden AB has acquired 100 percent of the shares in Primus AB from Fenix Outdoor AB. The transaction closed on April 28, 2023, after the acquisition became official on Dec. 7, 2022. Since then, Primus, Silva and Fenix have worked to complete all operational transitions, including business systems, internet, ...
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ArticleFenix Outdoor publishes CSR report 2022
Fenix Outdoor International AG, owner of the brands Fjällräven, Royal Robbins, Tierra, Hanwag, the five retail chains managed under the roof of the Frilufts Retail Europe AB and – until December last year – Primus (which was sold to Silva), has published its CSR Report 2022. CEO ...
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News briefsPrimus offers new tools for coffee and cooking with new Feed Zone collection
Primus, the Swedish cooking accessories brand, is equipping cyclists (and outdoorers) with everything they need to cook high-quality meals with its new Feed Zone collection. Highlights include a compact stove, a coffee and tea press, and a double-walled steel mug. The entire Feed Zone system stores in a roll-top bag ...
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News briefsManuel Dürmoser takes over as head of marketing at Primus
Manuel Dürmoser has taken up a new position as marketing manager at Primus AB in Solna, Sweden. The Austrian moved to the company from his role as global brand and marketing manager at Swedish brand Recco. Before moving to Scandinavia, Dürmoser was snowboard product manager at Atomic. He takes over ...
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News briefsThe winners of the Scandinavian Outdoor Award
Source: SOA Norrøna After extensive testing and lively discussions in the Austrian mountains, an international jury of outdoor journalists and gear specialists has agreed on the winners of the Scandinavian Outdoor Award for the upcoming spring/summer season. The overall winner of the Scandinavian Outdoor Award is Norrøna ...
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News briefsPrimus starts global outdoor cooking content hub in three languages
Swedish cooking equipment specialist Primus has launched a new platform for outdoor recipes. Besides blog content and packing tips, the Primus Camp website is a source of recipes for outdoor cooking and will be updated regularly with new meals, as the company states. “Cooking in the outdoors should feel easy ...
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ArticleScandinavian Outdoor Group celebrates 20 years of partnerships
“It’s more fun to do business with Scandinavians” was the very first slogan of the Scandinavian Outdoor Group (SOG) that was founded by 15 companies in 2001, first and foremost to organize a joint and coordinated appearance at the international outdoor and sports trade shows in the Scandinavian Villages. Initiated ...
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ArticleMixed results for Fenix Outdoor
Fenix Outdoor International had a difficult start to the year and still faces some of the challenges that have marked 2020. Management said major store closures in Europe hampered business in Q1, although there were some upsides, such as the performance of retail stores in Sweden, Finland and Denmark, as ...
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ArticleFenix ends 2020 in the red
The Fenix Outdoor International group posted weak results for the fourth quarter of 2020. The management said that the quarter started well, with strong reorders and brick-and-mortar sales that were showing signs of improvement. However, the second wave of the pandemic and civil unrest in the U.S. – which led ...
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ArticleMixed results for Fenix
Fenix Outdoor International posted lower sales for its third quarter but managed to keep expenses under control. The management said the emergency plan implemented in the first quarter bore fruit, keeping costs and expenses at a manageable level. The company has, wherever possible, renegotiated the rent at relevant brick-and-mortar stores ...
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News briefs
Per Wååg is the new CEO for Primus and Brunton
Source: Fenix Per Wååg Per Wååg is succeeding Lars-Ola Brolinson as global chief executive for Primus AB and Brunton Outdoor, two outdoor brands of the Swedish Fenix Outdoor group. Wååg has already worked for both brands for seven years, the last three and a half as general ...
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ArticleFenix’s recovery driven by Europe
After a difficult first quarter due to Covid-19 restrictions, Fenix Outdoor International started seeing a small retail recovery in April with strong increases in online sales, making up for some lost sales in brick-and-mortar stores. In May and June, the improvement continued and was also supported by improved physical stores’ ...
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News briefs
Primus enters the sharing economy in the U.S.
The Swedish outdoor equipment brand Primus has partnered with the U.S. consumer goods rental platform The Shed to provide outdoor enthusiasts with the chance to rent camp cooking equipment in the Denver, Colorado, and Richmond, Virginia, metropolitan areas. The rental service enables users to rent Primus cooking equipment ...
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News briefs
Primus and Brunton relaunch U.S. websites
Primus and Brunton, brands of Fenix Outdoor International based in Zug, Switzerland, have relaunched their websites in the USA. The digital agency VentureWeb, based in Squamish, British Columbia, Canada, was commissioned with the redesign. VentureWeb has worked in the past with brands such as Shimano, Santa Cruz and Sugoi. The ...
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ArticleFenix Outdoor banks on e-commerce after a weak quarter
Martin Nordin, chief executive of Fenix Outdoor International, expressed optimism about a recovery in the outdoor industry after the coronavirus pandemic is over, considering that it has outperformed other industries during past recessions, especially in Europe. He added that the epidemic’s negative effect on travel should lead people to look ...
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News briefs
Per Wååg appointed new global chief executive of Primus and Brunton Outdoor
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 ...
