In our last issue, we highlighted the strong development of camping hammocks in the U.S., which is apparently coming now also to Europe. Amok Equipment (sic), a young Norwegian brand of camping hammocks, won the overall Scandinavian Outdoor Group (SOG) Award 2016 for its particularly versatile Draumr 3.0 hammock.
Without having to get out, a person can easily change the hammock's position from a swing chair into an outdoor bed. The hammock comes along with a mosquito net that can be quickly zipped on and off. The complete set, available for €349 for end consumers, also includes a tarp that keeps the sleeper dry.
The three founders of Amok Equipment met during their Master's studies at the Norwegian University of Science and Technology in Trondheim. The first product was launched at the OutDoor show 2014. At last week's OutDoor show, Amok presented a lightweight hammock: a one-piece fabric hammock that weighs less than 435g.
Since last year, Amok sells its products via a sales agent in Sweden and through local distributors in Korea and Japan. In Korea, sales are covered by Tentsile and Magforce and in Japan by Pharus. The production of the hammocks takes place in Vietnam. The company uses warehouses in Chicago, Rotterdam and at the company's headquarters in Oslo.
The U.S. being the biggest hammock market worldwide, Amok Equipment decided to participate for the first time at the Outdoor Retailer show next month, selling in the country through local sales agents.
Amok Equipment is a member of the SOG since March. It has a strong presence in social media channels and on YouTube.
The SOG also announced last week two other winners of the SOG Award for the apparel and hardware categories. Fjällräven got the apparel award with its Abisko Trekking Tights. The SOG award for hardware went to another Swedish company, Morakniv, for its locally manufactured Eldris knife.
Morakniv, which is celebrating its 125th anniversary this year, gets 40 percent if its sales from the outdoor segment, where its sales have been growing by between 10 and 15 percent in the last three to four years. About 40 percent of the turnover comes from its range for the craft/carpentry sector, and another 20 percent from the kitchen segment.
The SOG awards jury, which consists of seven journalists and retailers from five different countries, also gave three honorable mentions to Lundhags from Sweden for its Jaure II Light High outdoor shoes, Klättermusen from Sweden for its Fjorgyn Knickers pants, and Isbjörn of Sweden for its Trapper pants for children. A total of 25 nominated products were tested just before the OutDoor show in Bregenzerwald, Austria.