Icebug, the highly technical Swedish brand of outdoor shoes and ice boots, has opened its own concept store in Gothenburg. Since it was established in the early 2000s, production has increased significantly every year, and growth has remained at an average of about 30 percent. Last year, Icebug had a turnover of approximately 120 million Swedish kronor (€12.7m-$14.1m), with distribution in over 20 countries.