The Scandinavian Outdoor Group celebrated the premiere of its Scandinavian Village at this winter’s OR show in Salt Lake City. The Nordic group currently made up of 32 brands decided in Utah to establish its own group of Scandinavian brands in America.
The founding members of this new organization are 66° North of Iceland, Bergans, Light my Fire!, Walkstools, Craft, Dale, Hilleberg, Primus, Optimus, and Ecco. The chair of the club is Petra Hilleberg, the president of the Seattle-based operations of Hilleberg, the Swedish premium tentmaker.
At Ispo China in Beijing next month, the SOG will have its Scandinavian Village for the second time. Martin Kössler, the group’s president, hinted that some of the Nordic brands will come together at the show to have a constitutional meeting for a Scandinavian federation for the Chinese market. Participants will be the Fenix group's brands Fjällräven and Primus, Halti, Bergans of Norway, Light my Fire! and Woolpower, the company formerly known as Ullfrotté.