There is a growing trend of outdoor industry retailers differentiating themselves through their commitment to sustainability. The Finnish based e-commerce platform is recent example.

Launched in October of 2018, the platform carries products only from outdoor or active lifestyle brands whose mission is to make their products and operations as sustainable as possible.

All products offered on must adhere to the company's sustainability criteria, which stipulate, among other things, the strict use of sustainable, organic, recycled and ethical materials, without PFC's. Products that are certified by bluesign, Fair Trade or Fair Wear are also offered whenever possible on the Finnish website.

Brands currently offered on the platform include Aevor, Costo, Jack Wolfskin, Keli Clothing, Klättermusen, Mons Royal, North Outdoor, Népra OGNX, People Tree, Picture Organic, Prana, Pure Waste, Shadeshares, Sugar Daddies Co., United by Blue, Varg and Vaude. is wholly owned by a Finnish couple, Jukka Saarikorpi and Aissa Paronen, who both previously worked at Suunto. Currently, the home market of Finland accounts for 90 percent of its sales, but accepts orders from other countries. It offers free shipping to all the member countries of the European Union. International orders are growing, especially from Germany and the Netherlands.

Marketing takes place mostly online through social media as well as through some key campaigns aimed at engaging customers in sustainability projects.

Recently, made an agreement with Patagonia and has plans to begin offering the brand's products on its platform in the autumn.