Göteborgs-Posten reports that Naturkompaniet, Fenix Outdoor`s Swedish retail chain, has begun to offer adventure trips to Lapland this winter. The new business idea is a result of the growing outdoor trend during the Covid-19 pandemic. From 2021, the chain, together with Äventyrsresor, an experienced travel company from Stockholm, will offer trips in Sweden and the neighboring countries. The first trip offered will take clients to Lapland in early 2021 and offer activities such as snowshoeing, dog sledding and winter camping. Other itineraries will include trips are to northern Finland for bear watching and kayaking along the Helgeland coast. 

Several premium outdoor brands have already acquired or partnered with outdoor guides and tour operators in the past, the most recent examples are Norrøna Hvitserk Adventures and Arc’Teryx Trips or Jack Wolfskin’s Wolftrail in 2020, but let’s not forget the Mammut Alpine School that was founded as early as 1981. Established events such as the Fjällräven Classic or Polar series, the Cotopaxi Questival or the Arc’teryx Alpine Academies should also be mentioned here.