Fritidsagenten, which has been distributing Teva in Denmark for many years, will also start selling the brand of outdoor sandals in Sweden, Norway, Finland and Iceland from the start of next year. Teva is currently distributed in Sweden, Norway and Finland by Selected Brands, a Swedish company that otherwise focuses on sports lifestyle products. Fritidsagenten, which has built Teva into the market leader for sandals in Danish outdoor stores, has hired two people to sell Teva in Sweden, and it has appointed Wenaas Sport & Fritid as an agent for Teva in Norway. The Danish firm itself will handle sales in Finland as well as in Iceland, where Teva was not previously represented. Fritidsagenten otherwise works as a Danish distribution partner for The North Face, Nalgene, Lowa and Cascade Designs, among others. It belongs to the same owner as Friluftsland, one of the leading outdoor retailers in Denmark, which has already expanded into Sweden with a retail store as well as the acquisition of Playground, a specialist online retailer. The new Teva deal is another sign of the cross-border consolidation that is slowly taking place in the Nordic outdoor market, detailed in the Scandinavian market reports that will shall release next month.

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