The second-generation owners of Ivanhoe, a Swedish brand of outdoor and golf apparel, have started to transfer responsibilities and ownership to the third generation of the Göthager family. Anna and Anders Göthager became the majority shareholders of Ivanhoe Support AB, a new entity that will deal with marketing, sales and design for Ivanhoe. Meanwhile, the three sons of the founders, Goran, Ulf and Lars-Erik, remain in charge of production.

The family has also decided to repatriate all of Ivanhoe's flat knitting: They already did some flat knitting at their own premises in Gällstad but decided to bring back to Sweden other machines that were previously stationed at a plant in Estonia. As a result, all of the brand's flat knitting will be done in Sweden, which is meant to give Ivanhoe more control and shorter lead times.

The Estonian plant will continue to handle cutting, sewing and washing for Ivanhoe. The Göthagers sold the building of this plant a few years ago but they have an agreement with the owners whereby Ivanhoe is the exclusive customer and has a responsibility to keep the employees busy. Separately, Ivanhoe still has some circular knitting done at another factory in Lithuania.

Ivanhoe is most widely known for its wool sweaters but it has been diversifying in the last years. The company reached a turnover of about 34 million Swedish kroner (€3.9m-$5.2m) last year, with sales in Sweden as well as Germany, Norway, Finland, Denmark and the U.S.