The Scandinavian Outdoor Group (SOG) is widening its activities to move into what it describes as the wilderness segment. As part of its investments in this category, SOG will set up a Scandinavian Village at the IWA show in Nuremberg. Taking place in March, IWA is mostly known as a fair for hunting and law enforcement equipment, but it includes an Outdoor Classics community as well.
Meanwhile, SOG will welcome two new members from the start of next year: Tretorn, the Swedish brand of outdoor and fashion products, owned by Puma; and 8848, another Swedish brand providing apparel for skiers and mountaineers. Reima, a Finnish brand of children's apparel that was involved with SOG a while back, will return as an active member in July.
Separately, SOG has launched a development member program for smaller companies that have the potential to become more international but do not fulfill the criteria for full SOG membership – such as making at least 30 percent of their sales and having distribution up and running in at least three countries outside the Nordics. Fifteen companies will be selected for this program at the SOG members' meeting this month.
The development program is likely to include companies such as Alfa, the Norwegian outdoor footwear brand; Skhoop, a brand of winter outerwear from Sweden; and Neverlost, another Swedish company that makes bags for outdoor activities. They will be allowed to take part in all SOG programs for half of the full membership fee, but they will have to upgrade to full membership within three years.