Scandinavian Outdoor News #1 2016

SCANDINAVIAN OUTDOOR NEWS Magazine # 1 2016 from Scandinavian Outdoor Group – the top Nordic outdoor companies

IN SEARCH FOR WINTER

How outdoor retailers adapt to a changing climate

DALSLAND FOR OUTDOOR LOVERS

The perfect area to visit for hiking and canoeing

EXPERTS SPEAK!

4 outdoor profiles talk about the future

Everything you just have to know before Ispo Munich 2016 - and more.

Connecting Global Competence Connecting Global Competence

To be one of the top players in the sports business you’ll need to know To be one of the top players in the sports business you’ll need to know where the top is. This means always being up-to-date on industry where the top is. This means always being up-to-date on industry news and the latest trends, and having quick and convenient access to news and the latest trends, and having quick and convenient access to the right contacts. ISPO offers it all — unique services like ISPO OPEN the right contacts. ISPO offers it all — unique services like ISPO OPEN INNOVATION (crowdsourcing platform), ISPO COMMUNITY (interactive INNOVATION (crowdsourcing platform), ISPO COMMUNITY (interactive voting platform) and ISPO ACADEMY (continuing education programs voting platform) and ISPO ACADEMY (continuing education programs for the sports business). What are you waiting for? Benefit from these for the sports business). What are you waiting for? Benefit from these and many more services. Up close and personal at ISPO MUNICH, and many more services. Up close and personal at ISPO MUNICH, ISPO BEIJING and ISPO SHANGHAI and 365 days per year at ispo.com ISPO BEIJING and ISPO SHANGHAI and 365 days per year at ispo.com SPORTS. BUSINESS. CONNECTED. SPORTS. BUSINESS. CONNECTED.

ISPO information center Scandinavia / Tel. +46 31 209910 / roswall@ispo.com ISPO information center Scandinavia / Tel. +46 31 209910 / roswall@ispo.com

News from SOG

15 years together

WE ARE NOW well experienced teenagers at ISPO. The Scandinavian Village is celebrating an entire 15 years here in Munich and we are delighted to invite dedicated retailers, curious journalists, bloggers and all of our other friends to us in hall A2.

I am both proud and amazed by the cooperation that lies behind the Scandinavian Outdoor Group. That brands who are very strong competitors can stand together with booths next to each other at ISPO. That we can help each other, share experiences and be happy for each other’s successes.

Today, we are 53 outdoor brands from Norway, Sweden, Denmark, Finland and Iceland with a strong heritage and traditions from our home in Scandinavia. We are small individually, but we strengthen each other by working together. To work together to survive is probably a legacy and tradition here in the north. We strive to do good, for our brands, for each other and the outdoor industry, and for nature. We also have tremendous fun together.

We wish you a warm welcome to ISPO and urge you to experience our passion, joy and exciting products, with a touch of Scandinavia.

Sara Wänseth, General Secretary of SOG

Contents 04 06 08 10 12 13 17 16 24 18 26 20 29 26 33 28 36

WILDLIFE NEWS FROM SCANDINAVIA The latest on the outdoor frontier.

LARS MONSEN LISTS THE MOST IMPORTANT ISSUES Famous adventurer wants to share his passion.

WHERE IS THE WINTER? How the outdoor industry adapts to a warmer climate.

WHAT IS SOG? The core of the organisation in short terms.

WE WELCOME NEW MEMBERS Get to know the growing family.

This is SOG

SOG stands for Scandinavian Outdoor Group. As the name implies, we are Scandinavians with a strong outdoor heritage united in a group. SOG was founded in 2000 as an industry initiative to serve outdoor retailers and media in export markets. We unite well-respected outdoor gear manufacturers from all five Nordic countries: Norway, Sweden, Finland, Denmark and Iceland. Today, SOG has more than 50 member companies. scandinavianoutdoorgroup.com

Don’t miss!

SCANDINAVIAN BAR Sunday, January 24th 10:00 – 10:15: Join us for the official opening of the Scandinavian Village.

17:00 – 18:00: Scandinavian Outdoor Award (SOA) price ceremony.

Sunday - Tuesday 17:00 – 18:00: Happy Hour in the Scandinavian Bar.

New SOG logo

The Scandinavian Outdoor Group is an arena where SOG members can shine and attract the world. The new SOG logo is more modern, expresses that we are Scandinavian, that we represent the outdoor industry and that we do this together, as a group. We have also added the Scandinavian flags. At the same time, the logos for our projects like the Scandinavian Outdoor Award (SOA) and Outdoor Academy of Scandinavia (OAS) have also received a facelift.

GEAR GUIDE 2016 8 innovative products at Ispo.

SCANDINAVIAN OUTDOOR AWARD Here you find all the contributing products.

WELCOME TO THE NORTH! Upcoming events from Outdoor Academy of Scandinavia.

YOUR GUIDE TO ISPO All you need to know before the fair.

Imprint: This magazine is produced for Scandinavian Outdoor Group by Norr Agency, info@norrmagazine.com Editorial team: Gabriel Arthur, Katja Gustafsson, Robert Moskowitz, Nicolas Jändel, Sofia Karlström, Sara Wänseth Art Director: Peter Huber Cover Photo: Stéphane Godin

General Secretary: Sara Wänseth sara@scandinavianoutdoorgroup.com +46 70 5628010 scandinavianoutdoorgroup.com

SC AN DIN AVIAN O UT DO O R N EW S

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photo: erlendur thór magnússon

photo: stephane godin

News from the North

Three Nordic winter trends

northern lights tourism has increased rapidly in recent years. Now, it has received an extra boost thanks to the growing interest in photographing auroras. For example, Canon invests heavily in aurora shooting in northern Scandinavia. Ski touring has also enjoyed strong growth. Combining skiing with a boat cruise on the fjords of Norway or Greenland is considered one of the winter's coolest adventures. A third trend on the rise is boardsports on the high seas. Surfing and SUP in the winter does not attract crowds yet - but offers many cred points.

Houdini and the planet

the planetary boundries framework identifies nine global environmental boundaries we should remain within to avoid unacceptable global environmental change. The framework was created by the worldrenowned hub for Sustainability Science Stockholm Resilience Centre. Now, the centres partner Albaeco has launched the project together with the Swedish outdoor company Houdini Sportswear, to analyze the company's activities based on the nine global environmental boundaries. The ambition is to create an open-source method for assessing businesses from a Planetary Boundaries perspective. Eva Karlsson, CEO of Houdini, says: “Our goal is zero negative impact. Our timeline: as soon as possible. In order to reach our goal, interdisciplinary collaborations for knowledge sharing and innovation is the key.”

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S C A N DI N A V I A N O U T DO O R N E W S

15 years of the Scandinavian Village

this year, the scandinavian Village at ISPO celebrates its 15th anniversary. Back then there were about ten exhibitors. Today, the village has grown to include thirty members and 3 056 square meters. From the start, the Scandinavian Bar has been the natural meeting place for industry professionals and journalists. According to ISPO's visitor statistics, the bar is the most visited site at the entire fair, with over five thousand guests per day.

“This year we will skip the sugar and focus on more healthy and green snacks. Another update is that the Scandinavian Outdoor Award Exhibition has been moved to the bar area,” reports Rachael Blaxland, Project Coordinator for the Scandinavian Village.

photo: tina stafrén

#youscandinavianoutdoors can follow SOG on Instagram and

Test the students

photo: sofia karlström

Facebook for news and inspiration from the members and the Scandinavian outdoors.

On Linkedin, we present business updates, business news and vacancies at member companies. Also, SOG will host an Instagram contest during ISPO. Participants should tag their best pictures from the Scandinavian Village with #scandinavianvillage and #ISPO. Winners will be announced at @scandinavianoutdoors on Instagram every day. The prizes - products from SOG members can be collected at the Scandinavian Bar. Instagram: @scandinavianoutdoors Facebook: Scandinavian Outdoors Linkedin: Scandinavian Outdoor Group

mid sweden university's sports technology engineering program is the only one of its kind in Sweden (see page 6-7). During ISPO, students from the program will be present in the Scandinavian Village. There, selected brands will have the opportunity to test the students’ skills in product development. A team of sports technology students will work for three hours on developing innovative solutions for each brand.

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Research and development

The Swedish region of Jämtland, sometimes called the Peak Region, is one of the leading areas within winter sports and outdoor recreation in Sweden.

Collaboration with researchers at Peak Innovation is a key factor to the success.

TEXT SOFIA KARLSTRÖM

THE PEAK REGION

IN ADDITION TO SEVERAL renowned Swedish

outdoor companies, the close proximity to amazing scenery as well as natural test environments, Jämtland is also home to world-leading research in the fields of winter sports and outdoor gear. The Swedish Winter Sports Research Centre and Sports Tech Research Centre are both part of Mid Sweden University, with the goal of creating the best possible conditions for product development as well as for elite winter sport athletes. The research environments are included in the Swedish organization called Peak Innovation, whose vision is to turn the Peak Region into a world-leading environment for research, innovation and business development within tourism, sports and outdoor gear.

Rigorous testing at the STRC The researchers at the Sports Tech Research Centre (STRC) develop and test products with a focus on sport and outdoor. In the textile lab there is equipment for testing water columns, breathability and various types of wear in both hot and cold conditions, down to –70 ° C.

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SCANDINAVIAN OUTDOOR NEWS

In March 2015, STRC’s unique wind tunnel opened, which created opportunities for totally new research.

“In the textile lab, we test what water column a fabric has, while in the wind tunnel, we test how the product works as a whole. There you can see how a product’s seams and other critical parts work, and you can, for example, test a jacket with a backpack to see how it affects the material,” says Per Skoglund, a research engineer at STRC. The wind tunnel has a treadmill that test subjects can run or ski on and that can simulate wind, rain and snow. With the help of sensors and infrared cameras, it is possible to measure the cooling effect and see where heat and moisture are leaking.

The research centre also has a prototype laboratory with 3D printers that can print prototypes of plastic and metal.

Within the STRC is a three-year college education where students’ graduation projects are often carried out together with companies from the outdoor industry. Several times it has led to exciting products and continued cooperation. An example is when students were given the task by Woolpower® to see what they

PHOTO: TINA STAFRÉN

The research center gathers both people and knowledge, in a sort of think tank-environment.

could do with the leftover waste from production.

Kajsa Nilsson, a student at the STRC, came up with a proposal on how to make wool felt of waste material that could be used to manufacture soles. Today the award-winning Woolpower® Recycled Felt Insole is produced from recycled merino wool.

World-leading laboratory The Swedish Winter Sports Research Centre (SWSRC) is one of the world’s leading laboratories for winter sports research and development, particularly within cross-country skiing. They work closely with the Swedish Olympic Committee.

It features unique research environments that examine the relationship between physiology and biomechanics, including a “climate chamber” where performance can be tested at high altitudes in combination with heat and cold, from –20 to +30 ° C. With the help of sensors and 3D, high speed and thermal imaging cameras measure an athlete’s values, which are then analyzed.

SWSRC was a crucial factor for Sweden’s success in cross-country skiing at the Olympics in Sochi in 2014. Back then, they partnered with the company Craft in order to optimize a racing suit for skiing competitions in the warmer and humid climate.

Jonas Peterson, CEO of Craft, considered this cooperation a success.

“ With the help of sensors

and 3D, high speed cameras measure an athlete’s values, which are then analyzed ”

“We had very close, successful cooperation with the Swedish Winter Sports Research Centre during the preparations for the last two Winter Olympics, in Vancouver and Sochi. This allowed us to develop the world´s fastest skiwear for the Swedish cross-country team, and has resulted in our own Craft Research and Development Lab at SWSRC in Östersund.”

In addition to research in high tech labs, the nature and sports arenas in the town of Östersund are also utilized. There are extremely lightweight sensors that are built into shoes and clothing and it is also possible to use 3D cameras outdoors.

“In recent years there has been a revolution in how one can measure performance as well as how clothing and footwear interact with humans in real time, in the field,” says Sture Espwall, research administrator at the SWSRC. peakinnovation.se SC AN DIN AVIAN O UT DO O R N EW S

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Experts

What is most important?

We asked four experts to tell about the most important issues in their fields.

{ SUSTAINABILITY } today, the question is not if a company should work with sustainability issues - but how to do it, according to Joel Svedlund. He previously worked as Environmental Manager at Klättermusen and is now a consultant in sustainability issues at Peak Innovation. One of his tasks is to take responsibility for the SOG members’ networks in the field of sustainability and CSR. “The tempo has increased in that the issues are now at the management level in most companies, having previously been a matter for design departments, product developers, etc.”

“Companies are at different stages. Those who have recently started are realizing that it is urgent to move from individual measures to a more structured effort.

Those who have come a long way are mainly battling

with questions about how they can best communicate their work - and how sustainability can contribute to the business and increase profitability.”

Are there issues that are particularly relevant for the outdoor industry?

“Several industry initiatives are ongoing in parallel.

Chemical issues continue to dominate much of the public debate. There is also much happening with animal management and animal rights. There are now two different down and wool standards on the way.”

“Issues affecting the entire textile industry – such as water use and equitable wages - are also something outdoor companies should be looking at.

Eventually, a circular economy will become increasingly important.

“Chemical issues continue to dominate”

photo: john poignant

Joel Svedlund

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SCANDINAVIAN OUTDOOR NEWS

photo: jeff richt

“Equality based businesses

achieve better profitability” Sara Georgsson

{ EQUALITY } in addittion to her work as Category and Brand Manager at Silva, Sara Georgsson has another project that she is passionate about: to run Divas, the Swedish network for female managers in the outdoor and sporting goods industry. It is a task she shares with Eva Strand, CFO at Haglöfs and Ulrika Skoghag, CEO of the Swedish sports fashion company Daily Sports.

“In a gender equal industry, a network of female managers is not needed, but that is not how today’s outdoor industry looks. Silva is one of the companies that actively recruits female managers and I came here from the grocery sector. Myself and others coming from the outside may think it is strange that the industry is so male dominated despite the fact that it sells a lot to both sexes.”

“It may on the other hand give companies working actively on these issues competitive advantages.

There are currently many studies showing that companies with gender equal management groups have higher profitability.”

What is most important for companies that want to work actively with these issues?

“To look at recruitment processes is important as well as how HR managers work and the directives given to recruiting firms. Changing the corporate culture internally and simultaneously revising their offers to customers.

Everything from product development to marketing can gain by collaborating in teams that are not so homogeneous. The organization should reflect the target group, both in terms of age, origin and gender.” ➜ SC AN DIN AVIAN O UT DO O R N EW S

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Experts

{ ADVENTURE } he has trekked through Alaska, Canada and Norway,

and spent years in tents. His television program about the wilderness attracts a huge number of viewers. Lars Monsen is Norway’s most famous outdoor profile.

“The most important thing in the Scandinavian outdoors right now is that young people discover nature. If I myself can inspire someone to take his or her first journey into the wilderness, it is absolutely the most important thing I can do.

What is your advice to those wanting to go out on a long outdoor adventure during the winter?

“Firstly, you should not shower for a week before departure, so you build up a natural layer of fat on the skin. It is also important not to wear too much clothing when the body is in motion, to have clothes that are easy to take on and off.”

“Nothing is as simple as lying outside in ten degrees below zero and no wind. Then, the air is dry and everything around it as well, but you need good equipment. The choice of a quality sleeping pad is a detail that many overlook. And perhaps most important, a good, warm sleeping bag.

drive exports from home”

photo: hans kristian krogh-hanssen

Ragnar Jensen

SCANDINAVIAN OUTDOOR NEWS

discover nature” Lars Monsen

{ EXPORT }

“ You cannot

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“The youth must

in mid-october 2015, Ragnar Jensen left his position of CEO at Bergans to Leif Holst-Liæker, who previously worked at Viking Footwear. With his 33 years at Bergans, Ragnar is one of the true veterans of the Scandinavian outdoor industry.

What is the biggest difference between the Scandinavian businesses of today and when you started at Bergans?

“At that time, Bergans and the other major outdoor companies operated primarily in their home markets. Today, we are international. In parallel, we have broadened ourselves.

Bergans was basically just backpacks at the time, today we have everything from tents to lifestyle collections. It is the same for many other Scandinavian brands.”

In 1991, Bergans turnover was 7.5 million Norwegian kroner. Today the annual turnover is over 750 million.

How can Scandinavian companies succeed in exporting?

“It is very important that we are on site in the markets. You cannot push exports from home and rely on sales people who travel, or distributors. For example, Bergan has subsidiaries in Germany, Sweden, Russia, USA and China.”

SAFE GRIP, FREE MIND.

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Free your mind to experience more, that is what Icebug is all about.

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BOOTH A2:118

PHOTO: HENRIK TRYGG

Shiny ice in Lofoten

At the end of January 2014, large grass fires raged north of Trondheim, Norway. An extreme winter drought was the cause of the fires.

When the news reached Stockholm, the city’s dedicated Nordic ice skaters realized: no snow must mean that there was perfect ice along the Norwegian coast. Over the next few weeks several Swedish skaters went to the fishing village of Reine at the tip of Lofoten to take part in the unique ice event around Lofoten.

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Retail

Seasons in change The Scandinavian winter is becoming warmer and more unpredictable. Some outdoor activities are becoming more difficult to practice – while others are on the rise. How can retailers adapt to the changes? And how can you be proactive?

TEXT GABRIEL ARTHUR

S

tockholm is usually considered the capital of Nordic skating. With specially made, long distance ice skates, ice spikes around the neck, ice picks and backpacks with safety lines, you glide along on snowless, ice-covered lakes and sea bays. A nice winter weekend attracts tens of thousands of people out on the ice. In February each year, the 80 km long Vikingarännet race is held on the ice between Uppsala and Stockholm. With approximately 3 000 participants, it is one of the largest outdoor events in Sweden.

The number of days when it is possible to skate in Stockholm has varied over the last twenty five years.

However, the trend is clear – the skating season during this period has become roughly one month shorter. As a result of climate change, the locals will have to accept that in a few decades there will hardly be any Nordic skating in Sweden’s capital.

There have already been two consequences.

One is that Nordic ice-skating has become a fastgrowing activity further north in Sweden. Here, the ice was previously covered by snow throughout the winter. Now, the snow melts, exposing the ice several times each winter. The other consequence is that stores in northern Sweden have started selling Nordic skating equipment.

New activities In parallel, many Stockholmers are moving to other winter activities. The trail running boom, which soon celebrates ten years in Sweden, is spreading from the summer to winter. An example of this is the Gothenburg based company Icebug. With their studded running shoes, the company has increased its net sales by 30 percent per year over the past five years.

There is no queue on the trails in the forests around Stockholm during December – however more and more are looking at hiking as a year-round activity, perhaps with a pair of snowshoes as a complement. Winter paddling in a kayak is also increasing in popularity.

Of course, winter is also changing elsewhere in Scandinavia. Ski resorts that previously relied on natural snow have been forced to invest in snowmaking. Even wildlife is changing. In the autumn of 2010, in the waters of Tromsø in the far north of Norway, people began sighting a new species, the majestic humpback whale. Due to changing water temperatures, the whales’ main food source, large schools of herring, started swimming in the fjords around Tromsø. Today, whale tourism is rapidly growing, and kayaking next to humpback whales counted as one of Scandinavia’s most exotic autumn and winter adventures. ➜ SC AN DIN AVIAN O UT DO O R N EW S

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Retail Winter in Hemsedal Like all industries that want to call themselves responsible, the outdoor industry needs to actively and purposefully reduce their emissions of greenhouse gases.

Yet, alongside environmental work, the industry must also deal with an increasingly unpredictable market, especially during the winter months. When the winter outdoor activities disappear - what will take their place?

Hemsedal, about 200 kilometers northwest of Oslo, is considered to be Norway’s best ski resort.

This is also the location of Norway’s oldest pure outdoor shop. When Scandinavian Høyfjellsutstyr opened in 1972, they were the first to opt out of sports equipment and only focus on climbing, hiking and other outdoor activities. The current owner, Erik Enitch, began working in the shop back in 1982. He is an avid mountain man and has seen for himself how the winters have changed.

“It used to always be really cold a few times every winter, even down to minus 40 degrees. Not any longer. Instead, it could rain in the middle of winter. And the weather has become harder, with more storms. The avalanche danger has also increased.”

However, there is currently no real danger of winter disappearing in Hemsedal and other high-altitude ski resorts, explains Erik Enitch. Yet, Hemsedal is adversely affected as the winters in Oslo and Bergen become warmer.

“Here, there will be real winter for many more years, but people in the big cities tend to forget that we have snow when their ground is bare.”

Generally, the outdoor industry has grown a lot in Norway in recent years. Erik Enitch thinks that e-commerce and the big chain price pressures are greater challenges than the warmer winters. With one important exception.

“In cities like Oslo and Bergen many stores still expect that winter will come early. When winter fails to show up, they start to discount their winter collection in late October and early November. People in the big cities are getting used to sale rallies and think that our regular prices are high when they come here.”

Early sales, an industry problem The same pattern of early winter sales is being seen in Sweden and Finland. Naturkompaniet, Sweden’s largest outdoor retailer with thirty stores, has chosen not to join the sale rally, says Erik Spets, Purchasing Manager. Instead, they try to balance their collection so that they have a wide range, even with a very mild winter. Underwear and lightweight insulation garment may be more appropriate than thick down jack14

SCANDINAVIAN OUTDOOR NEWS

ets. Ski tours can be replaced by a run in the woods.

“We extend the autumn season and see an early winter as a kind of bonus. We expect that winter will come earliest December, and usually in January or February.”

“One can understand the attraction, because there is a higher pricing on winter collections and it is easy to generate revenue if it gets really cold. However, the fact that many retailers purchase a large winter range and put it on sale in the late autumn has developed into an industry problem, one we should jointly try to solve.

It is the same thing with ski clothing. Customers are beginning to learn that there are early winter sales.”

Erik Spets believes that it is no longer important to introduce early winter highlights.

“The market is so transparent today. You can basically buy what you want, when you want it. And when people are walking around in shorts, they are not very ➜ curious about winter gear.”

“Here, there will be real

winter for many more years, but people in the big cities tend to forget that we have snow when their ground is bare”

Kebnekaise is shrinking

Sweden's highest mountain is the southern peak of Kebnekaise – but not for long. The reason is that the south summit is covered by ice, while the north summit, 400 meters away, consists solely of solid rock. Since 2000, the southern summit has melted an average of one meter per year. In the summer of 2016, the northern summit might be the highest. For climbers, it is much more difficult to reach and therefore, the number of people who climb the highest mountain in Sweden is estimated to fall dramatically.

PHOTO: MAGNUS BERGSTRÖM

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Retail

“ We in the outdoor industry

must help our customers to thrive outside all year round, whatever the weather”

“In particular, the garment that can be used in the city, in the woods and on the mountain, works very well.”

Autumn is getting longer and the winters are shorter. In addition to Erik Enitch, Erik Lace and Nina Ehrnrooth hoping that the industry resets itself and eradicates the sales rally, they want to see common initiatives to entice people to get out into nature even on a rain soaked, dark December day.

“We in the outdoor industry must help our customers to thrive outside all year round, whatever the weather,” says Nina Ehnrooth. ●

Humpbacks in Tromsø

When the first humpback whales appeared in the northern Norwegian town of Tromsø in 2010, it was something completely new. They had not been seen so close to the Norwegian coast since the 1800’s. However, the schools of herring - their main source of food - have moved north. Now, you could take a close look at the giants who otherwise live a secretive life in the wide-open seas.

PHOTO: FREDRIK BROMS

Urban outdoor in the winter Another change that is seen in Scandinavia, as in many other European countries, is that “urban outdoor” is growing in the wintertime. Partioaitta is the Finnish equivalent to Naturkompaniet. Company president Nina Ehrnrooth explains from Helsinki: “Although winter is now warmer in southern Finland, people are wearing clothing that can withstand rain, sleet and snow. We have changed our stock and sell more jackets than ever, but different models than before. Autumn jackets, hiking jackets and light down jackets are selling very well.”

Although the pure winter activities such as skiing are becoming more difficult as the winter gets warmer, Nina Ehrnrooth hopes and believes that people will still feel a great need to be outside.

However perhaps the tours may become shorter and more comfortable.

PHOTO: ALFA

About SOG

WELCOME TO THE NORTH “ Together, we manage a proud heritage and a long tradition of living and working close to nature”

IS THERE SOMETHING that unites over fifty outdoor companies from the Nordic countries?

Yes, we are joined together in the Scandinavian Outdoor Group. Together, we manage a proud heritage and a long tradition of living and working close to nature. We make premium outdoor products, with innovations created from the challenges of our demanding nature. We strive to do good, for people and for nature. We do this with passion and joy – and we do this together.

Today, we are 40 full members and 13 development members. On the following pages you will meet six of our member companies - of which three have chosen to talk about their work in sustainability, a priority area for many within the SOG. You can also read about our new development members, check out the exciting products and follow along on our Outdoor Academies. Last, but not least: our comprehensive guide to the ➜ Scandinavian Village.

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Members / DIDRIKSONS

Activewear for daily adventures Didriksons’ autumn-winter 2016 collection merges function and style: a perfect mix for active families. Via meticulously thought-out functions and details, the company develops items that withstand daily wear and tear – and work equally well for outings and for travel.

during the run-up to the season, Didriksons analyzed and reworked the entire collection – to create a comprehensive range that covers many users’ requirements. How did they do it? By combining various garments like signature collection items such as warm, lined parkas and smoothly lined functional jackets and pants – as well as “between” layers for extra warmth.

“We create clothes for the entire, active family,” says Ulf Bourghardt, Didriksons’ Collection Manager. “We start with the notion that bad weather should never hinder families from having fun together outdoors. We don’t make garments for rugged outdoor expeditions or mountain climbing. We create them for an active daily life and mini-adventures.”

Happy, healthy and harmonious Didriksons structured the collection for functioning in any context: while biking or working in the rain, winter vacations in the mountains – or Sunday picnics in nice weather. Very high performance – in relation to pricing – makes the garments unique. “Our clothes must be available to all families,” says Bourghardt.

“And our garments must offer function at affordable prices. We made smart fabric choices, applied extensive experience and expertise, removed unnecessary details, and kept everything that’s important. That way, the garments can be specially designed for our target groups.”

Didriksons continues its sustainability initiatives; consequently, all waterproofing is free from PFC. Nearly all lining fabric in their products is made from spin-dyed materials. This saves volumes of water and energy and radically reduces the use of chemi18

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cals during manufacturing*. The garments do not contain real fur, down, or leather details. “We created a high-performance, extremely affordable collection that covers modern families’ needs for staying happy, healthy, and harmonious. That is what we do best.” didriksons.com * 80 % H2O reduction, 60 % less energy consumption, 60 % fewer chemicals, and 50 % lower CO2 emissions.

Members / SÄTILA OF SWEDEN

Beanies made to be seen

Sätila Vision has a knitted reflector for maximum visibility.

Sätila of Sweden is one of Sweden’s oldest textile companies and the story starts 120 years ago, in 1896. In the village of Sätila, between Gothenburg and Borås, there is a factory that has produced hats and other knitted accessories from the very beginning.

it was in this region that the Swedish textile industry emerged in the 1800’s. In Sätila, people are very proud to have kept the knitting factory in the same location where there is a long expertise in textiles, knitting, and the development of the perfect hat.

One important change was in the 1970’s when the company chose to focus only on knitted hats.

Interest in skiing grew exponentially and sporting goods retailers began to attract clients who were also interested in fashion. At the same time, Sätila of Sweden received an unmistakable ambassador – Ingemar Stenmark. Each year new originals were designed and during that time this was the brand icon of Sätila.

“We are very famous for these hats and they are still working well on the market - maybe not in the same quantities as in the 70’s though”, says Lotta Persson, Brand Manager at Sätila of Sweden.

“With this charming history we now celebrate our 120th anniversary”.

Design, function and durability The factory has grown in pace with demand, and with sustainability and the environment in focus, Sätila is now a strong producer of hats and scarves in the Sports, Fashion and Outdoor segments.

According to Lotta Persson, the company’s future lies in thoughtful design combined with durable materials that have features that simplify life for the wearer - with individuality in focus. That consumers will become increasingly aware of the environment and interested in the materials that a product contains is taken as a given within the company.

Therefore, Sätila is choosing to increasingly work with recycled materials.

The product that the company entered for the “Scandinavian Outdoor Award” this year is a hat for active leisure, Sätila Vision. It is knitted from a Dri release/merino wool blend, the first of which is made from recycled polyester. On the hat is a knitted reflector for maximum visibility when working out in the dark. Sätila hats are made to be seen, whether due to a reflector or just being stylish around town.

Obviously, the company is now aiming for a sequel to last year’s win in the category “Overall Winner”, where the model X3 Beanie took home first prize. satila.com SC AN DIN AVIAN O UT DO O R N EW S

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Members / TRETORN

Celebrating 125 years – and many more to come From the rough weather that got Tretorn started in 1891 to the continued improvement and innovation that keeps them going, Tretorn celebrates their living heritage this year, by doing what it does best: merging the timeless with the contemporary, form with function, and city with nature.

the tretorn wings collection is a guaranteed choice when it comes to quality. It launched as a simple rubber boot for life at sea. It soon became clear that the handmade, natural rubber boot had much more to offer. Since the late 60’s, Wings rubber boots have been featured on the pages of glossy fashion magazines. The boot features a design that merges practicality with style. They are still hand made from natural rubber, with a breathable mesh insole.

Today, the original model has been joined by Wings Low, a lower version that just skims pant hemlines, and fashion pieces such as the Wings raincoat, made from an all PVC-free, soft PU with welded or heat-sealed seams.

All are perfect for the city and the country, comfortable, waterproof and a favorite for generations. tretorn.com

The Tretorn Wings products were first launched to be used at sea. But nowadays both products and customers have a much wider range.

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Members / FJÄLLRÄVEN

The sustainability challenge When Fjällräven was established in 1960, one of the founders Åke Nordin’s cornerstones was to make sure to leave the basecamp in better shape than he found it. Already from the start, it was important for him to preserve the nature he loved to explore.

SWEDISH FJÄLLRÄVEN IS constantly working on find-

ing the most sustainable way possible in everything they do. A special challenge was when they set out to make the most sustainable backpack ever, using their most iconic product, the Kånken, as an inspiration.

When the Kånken was introduced in 1978, it was (and still is) extremely durable, creating very little waste in production, and has a timeless look that appeals to generations. However, everything can be improved.

Without changing anything from the ingenious design, Fjällräven asked itself how the Kånken could be made with as little input of raw materials and energy as possible, as well as looking at recyclability in order to make the square backpack a more circular product.

The choice of material was the first challenge.

Fjällräven landed on recycled polyester. This reduces the company’s need for virgin materials, and gave new life to old, discarded plastic bottles. But the choice of material alone does not bring about a revolution. After taking their minds outside any box they knew, the product developers eventually found a way to develop the main fabric, the lining and the straps from the same yarn. So, they came up with a backpack where the major parts are made from a single material – which makes the backpack a lot easier to recycle.

Fjällräven began cooperation with Spindye, which made them able to incorporate a state of the art dying process when producing the new backpack. The colors are spun into the yarn at the beginning of the process instead of dying them into the finished fabric. This method simply eliminated

Production facts Re-Kånken ◆ ◆ ◆ ◆ ◆ ◆ ◆

1 yarn = 3 materials 95 % recycled material Less H2O (75 %)* Less Chemicals (67 %)* Less Energy (39 %)* Saving 11 PET bottles/ 9 PET bottles (Mini) 11 low impact colors

* reduction from making 1 kg SpinDye® recycled polyester, compared to 1 kg virgin polyester conventionally dyed.

the traditional dying step and reduced water, and energy consumption as well as the amount of chemicals needed in the process.

And the result?

The result is called Re-Kånken, which is made of recyclable polyester. It’s been reinvented to save water, chemicals as well as energy consumption. Ready to be used, abused, travelled and loved – and in the distant future, even recycled! Could they have done more? Probably. Does Fjällräven now have the most sustainable backpack ever? Maybe. What they do know is that they have made an impact, and gained valuable knowledge that the company can bring into the development of all other products as well. fjallraven.se SC AN DIN AVIAN O UT DO O R N EW S

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Members / BERGANS

What we love, we will protect

Ensuring responsible animal treatment with the RDS-certification.

Bergans lives to let people experience the outdoors. To ensure that nature will be there for the next generations to enjoy, the Norwegian company is committed to stepping up its efforts, with internal actions as well as external investments.

bergans new sustainability strategy is called

Expedition 2020 and has specific goals for the company to achieve in the next five years. The company is highly committed to the environment, as well as human rights and animal welfare. They want to implement long-term targeted sustainability improvement measures that are focused on three major areas: 1. Responsible Quality: The aim is to make 75 percent of all products bluesign®-approved products by 2020. From 2016 on, Bergans will deliver all down products with 100% certified down as “Responsible Down Standard”. Even Ecodear, a new polyester fabric made by Toray that is 30 percent plant-based is part of the new strategy, where 70% of all products should be made of more sustainable materials by 2020. The fabric is already part of the Eidfjord Jacket and will be available on the market from summer 2016. Ecodear is fully recyclable.

2. Positive impacts in the value chain: The aim is that all packaging material should be from sustainable sources and less than 2 percent of all freight should be by air. In addition to its Code of Conduct monitoring program, Bergans aims to work with 5 supplier projects every year to advance issues such as social dialogue in the factories.

3. Inspire action: All actions start with knowledge, therefore annual sustainability training for staff is part of the plan, as well as training for suppliers and more accessible information to customers. Minimal climate impact is an important issue to Bergans and every day actions are implemented through a Green

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SCANDINAVIAN OUTDOOR NEWS

Workplace Commitment. The company is also set to buy only renewable energy for all Bergans operations within the coming years.

Additionally, Expedition 2020 has defined strategic areas for external investments where Bergans actively lends its support: organizations who work to get more people outdoors (like the Norwegian DNT), initiatives working with education and health for communities in need (with Mountain People and iCare) and conservation projects (with EOCA).

Because they are convinced that what we love, we will protect. bergans.eu

Members / ISBJÖRN OF SWEDEN

Nature is the best playground Isbjörn of Sweden and PrimaLoft, Inc., the world leader in high-performance insulation solutions and fabrics, are taking functional kids clothing to new heights. Starting in fall/winter 2016, Isbjörn will feature PrimaLoft® Black Insulation Eco throughout the company’s insulated collection.

for isbjörn, this new partnership means an

opportunity to collaborate with the world’s largest supplier of bluesign®-certified insulations. bluesign® is one of the most renowned environmental certifications in the textile production world. PrimaLoft® Black Insulation Eco consists of 60 percent recycled fibers and provides environmentally friendly, comfortable and warm insulation for the youngest, who need freedom of movement the most.

“We are incredibly proud of the cooperation with PrimaLoft,” says Maria Frykman Forsberg, CEO at Isbjörn of Sweden. “We share common values in developing sustainable products, but also the need to develop functional clothes, which give children a high level of comfort and security in their everyday adventures.”

PrimaLoft® Black lnsulation Eco keeps kids warm

Once in love with snow, always in love.

even in icy conditions. The highly technical insulation mimics the structure of goose down and adds the benefits of lightweight softness and unlimited mobility.

“Nature is the best playground for both adults and children,” says Jochen Lagemann, Managing Director for PrimaLoft in Europe and Asia. “Being able to play outside even during snowy winter conditions gives children unlimited opportunity for adventure.

Isbjörn-products give parents a sense of security that their kids will stay dry and warm all day. In this regard PrimaLoft is a perfect complement to Isbjörn.”

Sustainable premium brands Isbjörn of Sweden is a premium outdoor and ski brand for baby, kids and junior that wants to bring true sustainability into the market by offering products with the same functions and high quality as premium adult brands. They also strive to take an environmental friendly approach when choosing materials. The brand was born in 2005 and is currently distributed by over 250 exclusive outdoor retailers in Scandinavia, Europe and Japan.

PrimaLoft, Inc., is a materials science company based in Latham, New York with offices in Germany and China. They are world leaders in research and innovative development of comfort solutions with high performance insulations and fabrics. PrimaLoft® insulation was originally developed for the U.S. army as a water-resistant, synthetic alternative to down.

Today, PrimaLoft, Inc. is active in sustainable textile production through partnerships with the bluesign®system, the International Oeko-Tex® Association and the Sustainable Apparel Coalition’s Higg Index. isbjornofsweden.com SC AN DIN AVIAN O UT DO O R N EW S

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New Members

A growing group...

We are proud to present six new SOG development members. Read about everything from environmentally sound cups from Finland to winter boots manufactured in Sweden. We also take a closer look at the Norwegian company Roald Amundsen Skincare.

Northern Playground ◆ Kupilka

Kupilka’s products are made from Plasthill’s own biomaterial and the product range includes cups, plates, bowls, cutlery sets as well as innovative Kupilka knives. All Kupilka products are manufactured in Finland using green energy. kupilka.fi ◆ Wildo

Wildo provides camp-ware that is made in Sweden with carefully selected materials that are BPA-free. They make functional, durable and lightweight plates, cups, sporks and anything you need to set a table in the outdoors. wildo.se

Kupilka

◆ Blå Band

Blå Band Outdoor Meal makes tasty and healthy meals that can be enjoyed outdoors. They started through collaboration with the Swedish military, who wanted nutritious, lightweight food that was quick and easy to prepare. Now, they have refined these products to fit a broader target group. blaband.se ◆ Polyver Boots

Polyver Boots claim to be the number one PU winter boot in the Nordics and are manufactured in Sweden using the latest machinery. Their focus is to create high quality winter boots offering excellent comfort, functionality, warmth and durability at a price that provides end consumers with excellent value for money. polyver-group.com

Wildo

Polyver Boots

◆ Northern Playground

Northern Playground was missing a product on the market and decided to make it themselves. It led to what they call Zipwear – underwear and baselayers that can easily be zipped on and off without having to remove any other clothes. ➜ northernplayground.no 24

SCANDINAVIAN OUTDOOR NEWS

Blå Band

New Members / ROALD AMUNDSEN SKINCARE

Skincare for Active People Amundsen Brands commitment to health care products has resulted in the development and creation of “Roald Amundsen Skincare”. The brand, which was established in Bergen, Norway, in 2014, is inspired by the story of Roald Amundsen. ◆ Roald Amundsen Skincare

As the first man to the South Pole in 1911, Roald Amundsen is the best proof of how far you can reach by planning and being prepared for both the expected and unexpected.

The same is relevant today for everyday “expeditions” by everybody. This is why the “Roald Amundsen Skincare” products are manufactured with high quality standards, and with natural ingredients only.

“Roald Amundsen Skincare” is the first brand to have developed a Skincare Series perfectly targeted for outdoor activities – and for all kinds of weather conditions. The products are suited for both summer and winter, as well as on land or at sea.

The “Roald Amundsen Skincare” formulas are based on the latest technological development from renowned laboratories. The current range consists of Universal Cream, Universal Cold Cream Extreme, Hand and Foot Cream as well as Lip Balms, that both protect and repair the skin. Soon, Roald Amundsen Skincare will even offer a wide range of Suncare products for maximum UVA/UVB protection.

Norwegian polar guide Inge Solheim is a part of the development team at Amundsen brands.

He is, like Roald Amundsen, very focused on his preparations and performance of his expeditions – including skin and body care. roaldamundsen.com

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Gear Guide

INNOVATIVE PRODUCTS TO CHECK OUT AT ISPO

1 Classic icon THE TRETORN CHARLIE boot is the ultimate fitted, low-cut rain boot. It is modeled after a classic Chelsea boot that was considered an icon in the 60s. The Charlie is made from natural rubber with a canvas lining and an Eco Ortholite unique insole, which helps to transport moisture, thereby leaving the foot cooler and drier. Functional details like elasticized side panels and a back pull-tab have remained, so they slip on and off easily. The new model updates the classic in fall-ready shades of autumn grey, deep green and dusty cedar (Women sizes only). tretorn.com

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2 Ultimate

Organizer

LIGHT MY FIRE of Sweden has

introduced a new, versatile and strong packing concept specifically designed for backpacks – Add-a-Twist.

The round design makes it easy to slip into and pull out of your backpack, no matter how full it is. Add-a-Twist is strong, tough and versatile for the most demanding outdoor activities. The containers lock into each other and can be combined endlessly. Each container has a double-sealed lid that makes it waterproof and airtight. Take Add-a-Twist canoeing, boating, climbing or simply pop it into your kid’s backpack. lightmyfire.com

3 Light and warm SKARE IS A LIGHTWEIGHT winter boot built on Lundhags’ shell philosophy with a waterproof, cellular rubber base and a shaft from Perwanger split leather. Curcuma is a brand new sole from Vibram with a base that makes it 25 % lighter thanks to the faceted surface. With a self-cleaning pattern and toe protection, it is well suited for winter.

An insulating layer beneath the insole keeps the cold ground away and removable felt inner liners protect against extreme cold, while providing excellent comfort.

The gusseted tongue prevents rain and snow from entering the boot. The boot is waterproof up to the shaft and the top section is highly water resistant. lundhags.se

4 Zip it off DEVOLD REDESIGNED its Wool Mesh collection to make it super convenient for days when weather conditions are changing, or you simply want to change into something dry without any hassle. With a zip off capri, you can change quickly without taking off skis or shoes. It feels great to just zip off and put on a dry layer, or zip it on/off as weather requires less or more layers. Extended zippers on the zip neck with openings at both ends provide flexibility whenever you want to vent.

Devold® Wool Mesh is a base layer with excellent wicking properties. The garments maximize warmth and breathability in addition to low weight. Wool Mesh dries fast, due to the mesh knitting. To prevent you from getting too warm and sweaty, excess heat and moisture gets transported away from your body and into the next layer. When you are cold, the air pockets provide an insulating and temperature-regulating layer next to the skin. devold.com

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Gear Guide

5 Best Protection FOR THE 2016/2017 season, Hestra is presenting a

new series of racing gloves, of which the Viggen SL is one of the major innovations. It is a short, flexible glove that is customized for slalom and developed together with the Swedish and Norwegian national alpine teams. Two layers of shock absorbing material allow the gloves to better withstand impacts and distribute forces over a larger area. The knuckles and underside of the thumbs are reinforced with ceramic fabric for extra durability. hestragloves.se

6 Hand Care WITH AN ACTIVE lifestyle, your skin constantly

faces harmful external factors. Roald Amundsen Skincare will help your skin to regenerate and stay protected from external factors as well as the effect of passing time. Roald Amundsen Hand Cream is enriched with Mango Butter and Lavender Oil, which helps to relieve pain, disinfect, enhance circulation and nourishes dry and damaged hands. roaldamundsen.com

8 Super Hero Traction 7Air Flake pioneer THE STRANDĂ…TIND Air Flake Jacket from Bergans is a lightweight and warm jacket for ski touring and mountaineering, in a classic design. It feels like a down jacket but is filled with Air Flake, a synthetic insulating fiber with a genuine down feel, that stays comfortable and warm, even when wet. Bergans is the first brand in Europe to launch Air Flake. bergans.com 28

SCANDINAVIAN OUTDOOR NEWS

THE ANIMA5 BUGRIP from Icebug is a light, winter and trail running shoe for the driven runner. The dynamic carbide studs grip on anything from dry asphalt to wet wood and pure ice, enabling you to keep a relaxed stride on all surfaces. The soft mesh textile upper, with a Weather Shield membrane in the forefoot, prevents snow and cold air from bothering you when conditions are tough. icebug.com

Scandinavian Outdoor Award

PHOTO: PETER HUBER

Competent, well known and extremely committed – the jury for the Scandinavian Outdoor Award has been handpicked for the honorable task of judging all of the contributions competing for this prestigious prize.

Tough testers SINCE 2006, the competition for the Scandinavian

Outdoor Award (SOA) has aimed to support product and design innovation as well as to promote new Scandinavian outdoor products. Today, the award enjoys a high recognition within the industry and media thanks to the very thorough evaluation process.

A total of 20 products, from Scandinavian Outdoor Group brands, are nominated to compete for the Scandinavian Outdoor Award. The international jury, composed of prestigious outdoor and industry journalists and retailers, bases its final judgment on the following criterions: Design, Innovation, Functionality, Quality and Sustainability.

The main award categories for every season are Overall Winner and Sustainability.

In addition to the main categories, there are subcategories: Apparel, Footwear, Hardware, Kids and Jury’s Honorary Mention.

The international jury is bringing years of outdoor product experience and market knowledge to the meetings. The team of journalists from magazines like NORR and Outdoor has its own dynamic and develops methods and rules together with the SOG, who provides the platform and organization. The jury president is Frank Wacker from Outdoor Magazin in Germany.

There will be a prize ceremony by the Scandinavian Bar in hall A2 the first day at ISPO, at 17:00-18:00.

You are welcome to join!

See the 20 nominees on the next page!

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Scandinavian Outdoor Award

THE 20 NOMINEES Here you find all the nominees for the Scandinavian Outdoor Award. Don’t miss the prize ceremony at Ispo.

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ReimaGO Kids, Reima

Primaloft Drifter Hood, Röjk Superwear

Strandåtind Airflake jacket, Bergans of Norway

Re-Kånken, Fjällräven

Biom hike kids, Ecco

Supreme Thermium Short Skirt, Skhoop

Skare winterboot, Lundhags

Polar Endurance 3, Fjällräven

S C A N DI N A V I A N O U T D O O R N E W S

One-Piece Baselayer Wool, Norrøna

Helium Pro backpack, Bergans of Norway

Brage Jacket, Klättermusen

Lappland Eco-Shell Poncho, Fjällräven

Ziplongs TM Wool 3/4, Northern playground

Selja Jacket, Haglöfs Scandinavia

Zip-off capri for men, Devold of Norway

Premium, Polyver boots

Add-a-Twist, Light my fire of Sweden

Half zip neck for men, Devold of Norway

X-23, Sätila of Sweden

Snota X-trem 40 L, Helsport AS

More interesting products will be displayed at the Scandinavian bar, first day at Ispo, 17.00-18.00.

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The secreT is in The air WoolNet Original: The trapped air insulates, and the mesh structure allows for transport of sweat away from the skin. Soft merino wool will keep you warm even if wet, and it has natural odour free properties. The best natural fiber combined with new knitting methods keeps Norwegians warm, dry, comfy and happy.

MerinO WOOL

mesh technical function Perspiration

Insulation

Body heat Anders Backe Pro Skier, Jibber

226 Fogra47 TAC255, PSO Uncoated (ISO12647) ECI

Can you guess the contact angle?

Please visit our ISPO booth A2.230 to learn more about our biodegradable and fluorocarbon-free water repellent technology www.organotex.com

PHOTO: SOFIE JUGÅRD

About SOG

Our Outdoor Academy We invite you home to us. To Scandinavia.

To our rough, varied and challenging nature. To uninhabited mountains and deep forests – and to weather that is completely unpredictable.

SEVERAL TIMES EACH YEAR, SOG invites

retailers and outdoorsy journalists to the Outdoor Academy of Scandinavia, the OAS. It is a multiple-day event in a carefully chosen environment, with tests, activities and accommodations out in nature. With our OAS, we want you to be able to use our gear in a challenging environment, for real, for several days.

At the same time, we want you to learn something – about navigation, nature and animals, about participating brands and their philosophies, about putting up a tent in a snow storm, cooking on a mountainside, packing a backpack in the best way... You will definitely become a better and more informed salesperson, and you get to bring back both experiences and plenty of new friendships.

Upcoming OAS: APRIL 2 – 6: OAS SKI TOURING An OAS focused on ski touring will be held in the Sunnmøre Alps in Norway, a fantastic area for ski touring and equipment testing, where we will stay in a hut. Participating companies are Bergans and Devold. For retailers.

NEW! JUNE 2 – 5: OAS KIDS An OAS in Dalsland in Sweden, organized together with VisitSweden.

For the first time ever, we invite retailers and press (and tour operators) to join together with their kids to test Scandinavian outdoor gear for the small adventurers. Participating SOG companies include: Isbjörn, Didriksons, Ecco, Morakniv, Thule, Woolpower, Helsport and Hilleberg.

Read more about outdoor activities in Dalsland on page 34-35.

SEPTEMBER 8 – 13: OAS Trekking Norway An Outdoor Academy in Lofoten, in northern Norway. A magic world of islands, mountains and sea as well as some of the most beautiful hiking trails of Europe. It is a perfect place for an OAS with focus on trekking. Participating SOG companies are Devold, Bergans, Aclima, Helsport and Alfa.

NEW! OCTOBER 5 – 9: OAS Trekking & Kayaking A brand new OAS organized in Höga Kusten, Sweden, where we will experience trekking, kayaking and climbing. Participating companies are Helsport, Ecco, Hilleberg and more to come. For press and retailers.

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Selected Destination

Wild and wonderful Dalsland SOG cooperates with selected outdoor regions around the Scandinavian countries. Here we organize our Outdoor Academies - and we enjoy travelling even during our free time. This Spring’s OAS Kids will be organized in Dalsland, one of Europe’s most accessible wilderness areas.

PHOTO: ROGER BORGELID

JUST NINETY MINUTES north of Gothenburg by car,

Dalsland is a perfect destination for outdoor lovers with its landscape of forests and lakes. Hiking, canoeing, kayaking, fishing and cycling are the big outdoor activities and the province also offers a rich mix of cultural and heritage sites and events. Dalsland’s beautiful and accessible wilderness is a big hit with families looking for adventures and with outdoor lovers.

Dalsland by foot Great hiking trails crisscross Dalsland in a well-marked network that takes in some of the province’s most beautiful nature spots. One of these is the Pilgrim Trail, covering just over 100 km of woodland and lakeside path from Vänersborg in the south to Edelskogs church in the municipality of Åmål in the north. The southern stretch of the trail is on quiet country roads and is an easy walk, while the northern stretch includes some moderate/difficult hiking terrain.

In the northwest of Dalsland lies Tresticklan National Park, close to the Norwegian border. The park is some 30 km2 in size and offers untouched woodland, pristine lakes and a dramatic fissure valley landscape. Visitors can experience it all on marked trails, one of which is the Halleleden trail starting from the east entrance to the park and leading all the way to Norway.

More ambitious hikers can head for Sörknatten

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SCANDINAVIAN OUTDOOR NEWS

Dalsland is a popular area for outdoor lovers, with great variation of forests and lakes. The Pilgrim trail is one of the not to miss-trails that runs through the beautiful landscape.

photo: roger borgelid photo: roger borgelid photo: lisa nestorson

photo: jonas ingman

nature reserve between the lakes Djup and Ånimmen near the town of Åmål. The area is very hilly with the altitude varying from 50 to 142 meters above sea level. The bedrock is dominated by the characteristic quartzite that forms long, high mountain ridges. Go here for the hiking and the fantastic views.

Dalsland by water Dalsland province in West Sweden has more than 1,000 lakes beautifully interconnected by the Dalsland Canal, a 254 kilometer-long navigable waterway. Dalsland’s myriad waterways are a paradise for canoeing; from day trips to week-long trips. At the Silverlake Camping ground there are canoes, kayaks and bicycles for hire.

For marathon canoeists there is the annual Dalsland Canoe Marathon (August 13). This is Sweden’s biggest canoeing competition, with over 1 000 competitors of all abilities, tackling the 55km course.

Canoeists and boating enthusiasts will love Dalsland Canal, one of Europe’s most beautiful waterways. The 254 km-long navigable lake system lets you discover the waterways easily by boat, for example, on the good ship M/S Storholmen from Bengtsfors

If you like canoeing you have a lot of different waterways to choose from, from short day trips to weekly expeditions.

or Håverud. This grand old lady of canal boats is 120 years old and has been carrying passengers on the Dalsland Canal since the day she was launched.

Dalsland by railway track Between the towns of Bengtsfors and Årjäng you can cycle on the old railway track on an inspection trolley.

At 50 km long it is one of Sweden’s longest routes and the fun does not end there – you can combine this activity with some canoeing. DVVJ, the organizer of this activity, also runs rail cars between Bengtsfors and Mellerud that go past Dalsland’s most popular tourist attraction, the aqueduct in Håverud.

For one-stop-shop outdoor activities Dalslands Aktiviteter is the place to go. This is Dalsland’s biggest outdoor activity center and here you can try, fishing, horseback riding, canoeing or climbing and zip lining in the adventure park. And if you want to see some Swedish moose, look no further than the adjoining moose park. www.westsweden.com

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WELCOME TO

SCANDINAVIAN

VILLAGE HIGHLIGHTS IN THE VILLAGE Sunday January 24, at 10:00–10:15 Official opening of the Scandinavian Village.

Sunday January 24, at 17:00–18:00

Sunday to Tuesday, 17:00–18:00 Welcome to HAPPY HOUR at the SCANDINAVIAN BAR.

VARG

HELSPORT

DEVOLD

SKHOOP

WOOLPOWER

ICEBUG

BAR

ISBJÖRN

DALE

ORGANOCLICK

POLYVER

SÄTILA

SILVA

RUDHOLM & HAAK POLYGIENE

SOA

HALL

LUNDHAGS ULVANG

DIDRIKSONS

AMUNDSEN

ACLIMA

TENSON

HOUDINI

IVANHOE

CINTAMANI

BERGANS

HAGLÖFS

LIGHT MY FIRE

REIMA

FJÄLLRÄVEN HANWAG PRIMUS BRUNTON TIERRA

TRETORN

RÖJK

KLÄTTER MUSEN

E

8848 ALTITUD

VIKING

Scandinavian Outdoor Award (SOA) ceremony at the Scandinavian Bar (Prize ceremony at 17:30).

SPORTS TECH TRE RESEARCH CEN

HESTRA

A2

Brand Presentations

An overview of the participating exhibitors in the Scandinavian Village.

A2-217 8848 Altitude was established in 1990 when designing the equipment for the first successful Swedish ascent to Mount Everest – the world’s highest mountain at an altitude of 8848 meters.

Ever since, 8848 Altitude has been developing high-performance clothing for skiers and other outdoor enthusiasts all over the world. 8848 Altitude is sold in over 600 stores in 20 countries and is appreciated for the high functionality and Scandinavian, contemporary design. 8848altitude.com Sales: Fredrik Käll, fredrik.kall@ 8848altitude.com, +4633 250848 PR: Pauli Ärje, pauli.arje@ 8848altitude.com, +4633 250848

A2-123 Aclima has targeted quality, textile innovation and passion for outdoor activities for more than 75 years.

As an underwear specialist, the company still has production in Northern Europe and focuses on high quality merino wool products.

Aclima has won many awards for their innovating products based on old knowledge of how to dress in demanding surroundings. aclima.com Sales: Lars Eivind Johansen, lars@aclima.no, +4797 161182 PR: Wivi-Ann Karlsen, wivi@aclima.no, +4799 510560

A2- 220 Roald Amundsen Skincare is a natural skincare series targeting every outdoor activity and all weather conditions.

The skincare products are made with care from natural ingredients and are specifically developed to provide moisturizing, antiseptic and healing properties. Their mission is to reach the health conscious consumer and offer high quality natural skincare products based on the Norwegian tradition of high standards and the history of Roald Amundsen. roaldamundsen.com Sales: Rune Skjoldal, rune.skjoldal@amundsenbrands.com, +4790 053115 PR: same as above

A2-102 Bergans is almost an institution for outdoor-loving Norwegians. The company was founded in 1908 when Ole Bergan invented the modern backpack. Now, Bergans also makes sleeping bags, tents, functional clothing and foldable Ally canoes. Ever since Amundsen reached the South Pole, their products have been on countless expeditions and adventures, and innovation is still the basis for the company today. bergans.com Sales: Bergans Outdoor GmbH, bergans@bergans.de, +4940 30985610 PR: Christoph Centmayer, christoph.centmayer@bergans.no, +4732 252500

DALE OF NORWAY MADE IN NORWAY SINCE 1879

A2-110 Cintamani was founded in Iceland, in 1989 with the main goal to protect Icelanders from severe arctic winters by producing high quality outdoor apparel. It quickly earned the trust of core users and outdoor enthusiasts alike and in 1997, the first Icelanders to climb Mt. Everest wore Cintamani. Cintamani is technologically advanced and functional as well as fashionable for every day wear. cintamani.is Sales: Gylfi Einarsson, gylfi@cintamani.is, +35486 28386 PR: Sigríður Rakel Ólafsdóttir, sigridur@cintamani.is, +35484 30088

ALSO AT ISPO MEMBERS

Craft, B3-402 Exel Sports, A5-318 Norröna, A6-301 Peak Performance, B1-304 Primus, A2-202 Seger, B3-403 Thule, A4-312

A2-127 Dale of Norway is known world wide for true authenticity, premium designs and excellent quality. Even today production is at the historic factory in the village of Dale, in Norway. Since 1879, Dale of Norway has been crafting the world’s finest knitwear from 100% pure wool, inspired by beautiful Norwegian patterns and the active Norwegian lifestyle. Dale of Norway offers not only traditional designs, but has recently developed a wide selection of attractive garments for sport and fashion, including technical innovations. dale.no Sales: Kjell Østensen, kjell. ostensen@dale.no, +4797 966411 PR: Hilde Midthjell, hilde@dale.no, +4790 837111 +4670 93246 99

DEVELOPMENT MEMBERS Alfa, A5-326 Northen Playground, A6-308

PARTNERS

Organoclick, A2-230 Polygiene, A2-132 Rudholm&Haak, A2-131 Peak Innovation/ Mid Sweden University, A2-128

A2-116 Devold of Norway provides garments for outdoor lovers, explorers and professionals working in demanding environments. The company has supported Norwegian polar, sailing and climbing expeditions since it was established in 1853. Driven by innovation and a focus on quality, Devold provides base layers, mid layers, leisure wear, classic sweaters, socks, headwear and more. All are produced in Europe from the finest Merino wool. devold.com Sales: Cathrine Strange, cathrine.stange@devold.no, +4791 585380 PR: Janne Strømmen, js@devold.no

A2-108 One of Scandinavia’s fastest growing apparel companies is Didriksons. From the beginning, the company made clothing for fishermen on the west coast of Sweden. Today, well-designed and functional clothing are their main focus. Didrikson’s clothing is characterized by a consistent and modern look, the result of close cooperation between the company’s fashion and technical designers. didriksons.com Sales: Niklas Nilsson, niklas.nilsson@didriksons.com, +4633 232280 PR: Bosse Hylander, bosse.hylander@didriksons.com, +4670 3439011 Please continue on the next page

MEMBERS THAT ARE NOT EXHIBITING AT ISPO 66° North, ECCO Sko A/S, Hilleberg, Morakniv, Point 65 Sweden AB, Tentipi, Trangia, Walkstool

DEVELOPMENT MEMBERS Blå Band, Real Turmat, Kupilka, Nokian, Skogstad, Wildo

A2-202 Back in 1950, Åke Nordin developed a backpack frame that sowed the seed that would go on to become the Fjällräven company. Ever since its beginning in Örnsköldsvik, in 1960, Fjällräven has continued to produce innovative and functional products that are appreciated by generations of outdoor enthusiasts across the world – and which have also received a number of distinguished awards over the years. fjallraven.com

A2-208 In 1914, a forester’s son named Wiktor Haglöf made an outdoorsman’s backpack. Today, the company is a world leader in clothing, footwear and hardware for the active outdoor lifestyle, offering high-quality products to enthusiasts and professionals alike. Haglöfs incorporates sustainability in everything they do, from developing new technologies with lower environmental impact, to becoming a member of bluesign®. haglofs.com

Sales: John Are Lindstad, jal@fjallraven.se, +4791 357057 PR: Jerry Engström, jerry.engstrom@fjallraven.se

Sales: Fredrik Ohlsson, fredrik. ohlsson@haglofs.se, +468 58490640 PR: Sara Skogsberg Cuadras, sara.skogsberg-cuadras@ haglofs.se, +468 58440014

A2-119 In 1970, Helsport launched the world’s first tunnel tent, just one example of the innovative products from this family owned company. The brand focus is on high quality and lightweight mountaineering products. Helsport was started in 1951 in Trondheim, Norway and has since equipped hundreds of expeditions all over the world. helsport.com Sales: René Guba, rene@helsport.no, + 4794 003251 PR: Nora Helliksen, nora@helsport.no, +4791 822388

A2-126 Hestra has specialized in high quality gloves since its establishment in 1936.

The company is still run as a family business and has become one of the leading international glove brands in skiing, outdoor recreation and leisure. At Hestra, making gloves will always be a craft. helsport.com Sales: Andreas Håkansson, andreas.hakansson@hestragloves.se, +46370 339707 PR: Jenny Kvarnlöf, jenny.kvarnlof@hestragloves.se, +46370 339715

ISBJÖRN A2-204 Houdini’s mission is what they call “core comfort for body and soul”. This means no compromises when it comes to performance, sustainability and style. A substantial part of Houdini’s products has been transformed from the conventional linear to the circular product lifecycle and can be recycled through a closed-loop recycling system. Houdini delivers products from underwear to shell layers with the ultimate vision of enabling a “maximum experiences, zero impact” lifestyle. houdinisportswear.com Sales: Hanna Lindblad, hanna. lindblad@houdinisportswear. com, +468 55774681 PR: Mia Grankvist, mia.grankvist@ houdinisportswear.com

A2-120 Since 1984, Klättermusen has crafted durable outdoor clothing and backpacks. The company is based in Jämtland in northern Sweden, where the wilderness next to the office is their inspiration for living and creating.

Klättermusen believes that how they make their products is as vital as the product itself. That is why they mainly use organic or recycled materials and work hard to minimise their footprint on the planet. klattermusen.se Sales: John Zopfi, john@klattermusen.se PR: Eric Spongberg, eric@klattermusen.se

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A2-228 Icebug is a Swedish shoe company that in 2001 started to challenge the global footwear giants with new innovative traction technologies. The reason why Icebug started was the frustration of having to choose between slipping or saying no to outdoor activities because of the risk of slipping. Icebug traction technologies enable people to enjoy outdoor activities all year around, no matter the conditions. icebug.com Sales: Jerker Levin, jerker.levin@icebug.se PR: Marie Thomasson, marie.thomasson@icebug.se

A2-117 Based in Sweden, Light My Fire specializes in outdoor accessories that are as practical in the city as they are in the wild. From making fires to eating meals – Light My Fire’s innovative products have been taken to heart by both backyard adventurers and backwoods survivalists all across the world. lightmyfire.com Sales: Ulrika Karsson, ulrika.karlsson@lightmyfire.com, +4676 6 395161 PR: Andrea Kviecinska, andrea.kviecinska@lightmyfire.com, +4676 6395164

SCANDINAVIAN OUTDOOR NEWS

A2-228 Isbjörn of Sweden is a premium outdoor and ski brand for baby, kids and junior. The vision for Isbjörn of Sweden is to bring true sustainability into the market of kids and junior wear, by offering products with the same high quality and function as for premium adult brands as well as by taking an environmental friendly approach when choosing materials.

The brand was born 2005 and is today distributed by over 250 exclusive outdoor retailers in Scandinavia, Europe and Japan. isbjornofsweden.com Sales: Maria Frykman Forsberg, maria@isbjornofsweden. com, +4676 2244890 PR: Sebastian Stechl, Krauts, sebastian.stechl@krauts.de

A2-124 Lundhags makes boots fit for kings – literally. The company is a Royal Warrant Holder to the Swedish royal family.

Since 1932, the shoemaker in Järpen, Sweden, has made comfortable and durable boots for all kinds of outdoor pursuits. Today, Lundhags also sells clothing, backpacks and other outdoor equipment developed in the same tradition. lundhags.com Sales: Henrik Ottosson, henrik.ottosson@lundhags.se PR: Anders Blomster, anders.blomster@lundhags.se, +4670 93246 99

A2-216 The family company Ivanhoe was founded in 1946 in Gällstad. It is a district known as Sweden’s knitting center, where tradition and pioneering spirits still live on. Several generations experience and competence enable Ivanhoe to continuously develop both base and functional garments. The classic materials, such as wool and cotton, can always be found in the collections, but they also incorporate new blends, treatments or knitting and weaving techniques. ivanhoe.se Sales: Anders Göthager, anders@ivanhoe.se, +46321 688706 PR: Anna Göthager, anna@ivanhoe.se, +46321 688705

A2-229 Polyver Boots are the #1 PU winter boot in the Nordics. Manufactured in Sweden, using the latest generation of machinery they strive to push the boundaries of PU boot development.

The company´s focus is to manufacture high quality winter boots offering excellent comfort, functionality and durability at a price that provides value for money to the end consumer. polyver-group.com Sales: Steve Dutton, steve.dutton@polyver-group.com, +4673 3130288, +4663 31323 PR: Francis Werling, francis. werling@polyver-group.com, +33607 230222, +4663 313236

A2-104 Finnish Reima knows how to get kids out and about. Since 1944, the company’s main goal has been to develop affordable yet first-rate children’s clothes. Today, the brand produces over 5 million garments each year, enabling kids to move and play freely, in all conditions – always safely and in comfort. reima.com Sales: Matti Lehtovirta, matti.lehtovirta@reima.com PR: Riikamaria Paakkunainen, riika.paakkunainen@reima. com, +35850 3228293

A2-226 Röjk Superwear is a young, Swedish brand established in 2010. With its selfdeveloped materials, innovative and functional products the company has been greatly successful in an industry dominated by traditional brands and big dragons. With an eco-friendly production process and prestigious awards such as the Scandinavian Outdoor Award Overall Winner and the Innovation for Extremes Award, Röjk has shown that it is a brand to count on in the future. rojksuperwear.com Sales: Jan Fahrenheit Betros, jan@rojksupewear.com PR: Linus Zetterlund, linus@rojksuperwear.com

A2-227 The factory is located in Sätila, Sweden and the history of the company starts in 1896. Environmental and sustainability work is a way of life for Sätila.

The goal for the hat specialist is to be the preferred partner in beanies. The user of a Sätila beanie shall always feel satisfied with the choice they made. To combine the perfect material and fit of a beanie that supports you in your active everyday life, or just keeps you warm every day, that is Sätila’s mission! satila.com

A2-210 From the first day Tenson was established in the little Swedish coastal town of Varberg in 1951, it was a brand with ground-breaking functionality at its heart. Today, Tenson is exactly the same. A brand with a focus on innovative function, tailor-made to work under the sky. To Tenson no weather is a problem and they design clothes with this in mind. The ambition is to become one of the world leaders in outdoor, ski and marine clothing, with a look that is sportier than ever. tenson.com

Sales: Lotta Persson, lotta@satila.com, +4670 6602989 PR: Same as above

Sales: Johan Lövqvist, johan.lovqvist@ tenson.com, +4670 2688300 PR: Oscar Anderberg, oscar.anderberg@tenson.com, +4670 7886288

A2-218 Varg is the new outdoor brand from the Swedish west coast, created by a couple of girls who have spent a lot of time both in the mountains and on the sea. The founder of Varg, Madeleine Magnusson, has gathered ideas and experiences from her many years as an elite sailor as well as from snowboarding and alpine skiing. Most Varg products are made of recycled fiber. vargklader.com

A2-221 Viking is an outdoor footwear specialist from the world’s toughest test lab – Norway. The company, which started with rubber boots in 1920, is now the leading supplier of outdoor footwear to the Nordic countries. The company sells more than two million pairs of boots, shoes and other footwear each year and is one of the biggest suppliers of Gore-tex® footwear in the world. vikingfootwear.com

Sales: Niclas Jacobsen Holvik, niclas@vargklader.com, +4670 9544126 PR: Same as above

Sales: Helma Tobies, h.tobies@ vikingfootwear.com, +4989 32195061 PR: FlachCommunication, +498022 1884000 , info@ flach-communication.de

A2-225 Silva has developed and sold products for sports and outdoor activities since 1933. Its focus areas are trail running, cross-country skiing, MTB, orienteering and outdoor activities. Silva’s products are characterised by a high level of functionality and innovative design. They are developed in Sweden with designs and constructions that are adapted to withstand the tough demands of the Nordic climate. Silva has been owned

by Karnell since 2011. silva.com Sales: Magnus Philipson, magnus.philipson@silva.se PR: Patrik Elfwing, patrik.elfwing@silva.se

A2-219 Tretorn has what all brands want: a history, a legacy and a story. From the rough weather that got the company started in 1891, to the continued improvement and innovation that keeps them going. This year, Tretorn celebrates their living heritage, their first 125 years – and evolution for many more years to come. tretorn.com Sales: Måns Uhrweder, mans. uhrweder@tretornsweden.com, +46727 194279 PR: Fredrik Ekström, fredrik.ekstrom@tretornsweden.com, +46727 194632

A2-121 Woolpower is living proof that a clothing company can provide reasonable salaries, safe employment and a good working environment. Ever since their factory opened in Östersund, in 1969, all the garments have been sewn there. They manufacture thermal undergarments in mulesing free merino wool. At Woolpower one seamstress is responsible for an entire garment.

Once she completes a garment and approves it, she attaches a label with her name on it. woolpower.com Sales: Christian Stjärnered, christian@ woolpower.se, +4673 7227843 PR: Karin Sundström, karin@ woolpower.se, +4670 6090677

A2-222 Skhoop – The Original Skirt Company was founded in 1999 by Sissi Kewenter in Åre, Sweden. The cover skirt is the company´s core, and they produce lines of skirts and accessories that are functional for every imaginable outdoor activity that women enjoy, and are comfortable any time of the year. The mountains provide inspiration and technical solutions used in the products. Skhoop is sold in a broad range of countries such as Switzerland, Czech Republic, Poland, Greenland, USA and Canada. skhoop.se Sales: Malin Fältskär Shillgard, info@skhoop.se PR: Isabelle Granström, isabelle@skhoop.se

A2-124 The Ulvang collection has been developed in close collaboration with Vegard Ulvang. Collaboration began in 1995 with the wool sock Ulvang Spesial, and the collection quickly expanded into a full range of socks and body wear. A range of mid-layer clothing and hats have also been developed.

Vegard Ulvang has gained considerable experience on his expeditions and trips, particularly when it comes to dressing optimally for fluctuating and extreme weather conditions. ulvang.no Sales: Gina Loven, g.loven@swixsport.no, +4790 777759 PR: Cecilie Torgunrud, c.torgunrud@swixsport.no, +4793 014541

WELCOME TO SEE OUR BRAND NEW ACTIVEWEAR COLLECTION AND MANY MORE GARMENTS AT ISPO 2016, STAND A2-108