SCANDINAVIAN
OUTDOOR NEWS Magazine #2 2017 from Scandinavian Outdoor Group – the top Nordic outdoor companies
Stores are still alive and kicking It’s all about personality and social interaction
What is slow adventure?
We pinpoint the human behavior behind the trend
5
NEW MUST HAVES
Heritage meets innovation in our gear selection
Everything you need to know for the OutDoor show in Friedrichshafen
2
S CA N D I N A V I A N O U T D O O R N E W S
News from SOG
PHOTO: SOFIA KARLSTRÖM
Back to the roots IN A WAY, it feels like everything has gone full circle. Our Scandinavian ancestors had an obvious connection to nature. They lived in it, used it and respected it. In recent generations, the distance between modern humans and nature has grown. Most people live in cities or urban neighborhoods. We have moved from time spent in the forest, to time spent in front of a screen, and no longer have obvious survival skills out there in the wilderness. However, whether we call it “slow adventure” or just relaxing in nature, we are now expecting a “back to nature” movement. In this issue, we investigate the trend. It is all about an easy outdoor lifestyle, without machines, and without technology. Brand new groups are looking to nature, to be a part of the nature, to get connected with wilderness – and to find themselves. This movement is interesting, both from a behavioral and a business perspective and Scandinavia is a perfect venue for reconnecting with the wilderness. We really have everything that the modern human being is looking for – clean air, fresh water, big forests, mountains and a right of public access. Not to mention, lots of natural space.
This is SOG
THE SCANDINAVIAN Outdoor Group was founded in 2000 and currently has 62 member companies representing all of the Nordic countries. Its aim is to strengthen the image and profits of member brands on an international level through cooperation and special projects. We believe that by working together 1 + 1 can equal 3. scandinavianoutdoorgroup.com
Follow us on: Facebook facebook.com/scandinavianoutdoors Instagram instagram.com/scandinavianoutdoors LinkedIn Scandinavian Outdoor Group
Have a wonderful wilderness summer! Sara Wänseth, General Secretary of Scandinavian Outdoor Group
Contents 04 06 10 16 19 22
BEST CHOICE OF SCANDINAVIA Put Sweden’s High Coast on your personal bucket list NEWS FROM THE NORTH The latest news from the outdoor arena THE PHYSICAL STORE IS STILL ALIVE! How to transform the store in to a modern hub MUST HAVES 2017/18 Five products that make life in the outdoors so much easier SCANDINAVIAN OUTDOOR AWARD Who will be the winner of this prestigious award? BACK TO NATURE NEW TREND Slow outdoor is a trendy label, but what does it mean?
Imprint: This magazine is produced for Scandinavian Outdoor Group by Norr Agency, norragency.com Editorial team: Katja Gustafsson, Nicolas Jändel, Gabriel Arthur, Robert Moskowitz, Sofia Karlström Art Director: Peter Huber Cover photo: Bård Basberg
The new board of directors AT THE ANNUAL SOG Spring Assembly, which took place on April 5-6, the SOG members elected a new board of directors. First we would like to thank Mark Suiker (Bergans), Nora Helliksen (Helsport) and John Are Lindstad (Fjällräven) for their great work. Now, we would like to welcome the three new SOG board members; Christiane Dolva, Bart Meijers and Matti Lehtovirta. BOARD OF DIRECTORS: David Ekelund (Icebug) Chairman and member of SOG working committee, Staffan Rönn, member of SOG working committee, Maria Stockefors (Sätila), Andreas Holm (Thule), Christiane Dolva (Fjällräven), Bart Meijers (Bergans), Matti Lehtovirta (Reima)
General Secretary: Sara Wänseth sara@scandinavianoutdoorgroup.com +46 70 5628010 scandinavianoutdoorgroup.com
SC AN DIN AVIAN O UT DO O R N EW S
3
PHOTO: FREDRIK LEWANDER
Best choice of Scandinavia / High Coast of Sweden
4 4
S CA N D I N A V I A N O U T D O O R N E W S SCANDINAVIAN OUTDOOR NEWS
The High Coast
takes people’s breath away I AM PROUD TO CALL the High Coast of Sweden not only my home, but also my source of inspiration - my passion. Having been away for too long, I realized that it was time to come home. Where better to fulfill my dream of creating Sweden’s foremost meeting place for outdoor enthusiasts than right in the heart of an Unesco World Heritage natural site? I use the dramatic landscape, from the lush inland to the spectacular coastline, as my resource when sharing memorable moments with customers from all over the globe. They have described our region as a place where you can enjoy doing nothing and yet everything at the same time. Standing on top of Skuleberget and looking out across the archipelago you experience the sensation of being part of nature – real nature. Unique, mythical and untouched, the High Coast takes people’s breaths away. This still happens to me – and I bet it will also happen to you!
Jerry Engström Founder of Friluftsbyn The Outdoor Village
3 DON’T MISS! 1 Skuleskogen National Park, grandiose views of forest and sea, beautiful lakes and intriguing geological phenomena.
2 Via Ferrata, experience a unique adrenalin rush and a fantastic adventure at Europe’s largest climbing center.
3 Ulvön, a true gem on the outskirts of the spectacular archipelago, most famous for its fermented herring.
Visit us at: hogakusten.com
SC AN DIN AVIAN O UT DO O R N EW S
5
THE FINNISH WAY
WORD OF THE SUMMER 2017
”Retki” - Finnish version of hiking, but more than just a hike. Often with food and always together with friends. A way of social interaction in nature.
DURING SOG'S SPRING MEETING at Finnish Reima in April, there were a lot of interesting facts presented about Finland's outdoor lifestyle. Local expert Mikko Lamminpää explained that the Finns really like nature. The 40 national parks receive about three million visitors each year, with over 300,000 registered hunters and 1.6 million people who go fishing at least once a year. Furthermore, the scouting organization has 65,000 members. The most popular activities in Finland right now are Nordic walking, orienteering (mobile orienteering, so-called "mobo" is growing) and cycling. The trend of fat bikes has
risen considerably, and even winter cycling is popular. Long, multi-day trail experiences have been replaced by weekend- and daytrips. Today, people also prefer a mix of experiences. Finally, if you want to do business in Finland, you should know that e-commerce has not come so far (Estonia is a step ahead, for example). Also, a personal business strategy should be that actions speak louder than words. Finns are no cheek kissers, though handshakes do apply. Straight to the point with no frills is the correct path to an agreement.
Developed in Sweden and tested to withstand the harsh Scandinavian climate with the purpose of making your outdoor activities easier and more enjoyable. Simply put, they provide outdoor enthusiasts with powerful tools for demanding adventures in tough conditions.
An outdoor and sports brand specialized in action backpacks for athletes and weekend warriors. They are known for their patented No Dancing Monkey 4-point harness technology, which makes their packs 100 percent bounce free in action, whether you bike, run, hike or ski.
Established in Gothenburg, on the Swedish west coast in 1982. For over 30 years, the company has been producing high quality and technical sportswear with focus on a focus on skiing, the outdoors and sailing. Five Seasons always strives to offer sportswear with the best value for money.
Developing performance eyewear since 1976 - Sunpocket unceasingly strives for innovation in design and engineering of its performance eyewear systems which are distinguished by focused functionality and signature Flexion System performance enhancement.
4 NEW MEMBERS ™
Read more about the Scandinavian Outdoor Group and our members: scandinavianoutdoorgroup.com 6
S CA N D I N A V I A N O U T D O O R N E W S
PHOTO: REIMA
News from the North
News from the North
GO GREEN!
WITHIN THE SOG COMMUNITY there is a growing platform, SOG Sustanability Network, that deals with sustainability issues. They offer: ● Sustainability meetings with workshops and lectures, four times annually. ● Direct dialogue with sustainability oriented professionals from over 50 brands. ● A moderated news flow in bi-monthly newsletters and an exclusive social media channel. Today, the network consists of more than 95 people from 57 brands. For more information, contact: Joel Svedlund at SOG/Peak Innovation: joel@scandinavianoutdoorgroup.com
CONSUMER FOCUS ON EOS-EVENT EUROPEAN OUTDOOR SUMMIT (EOS) will take place on October 4-5 in Treviso, Italy. New for this year, rubber sole company Vibram has signed up as a major sponsor. The theme for 2017 will be: It all starts with the consumer. Read more at: europeanoutdoorsummit.com
DON’T MISS AT THE OUTDOOR SHOW 2017 SCANDINAVIAN BAR Sunday – Wednesday Scandinavian Outdoor Award (SOA). View the most innovative products from Scandinavian brands on display in the Scandinavian Bar Lounge.
Sunday 17:00 Scandinavian Outdoor Award (SOA) prize ceremony in the Scandinavian Bar Lounge. Sunday – Tuesday 17:00-18:00 Welcome to the Village Happy Hour. Enjoy a beer and a healthy snack with tastes from nature. SOG PRESS CONFERENCE Monday 12:00-13:00 OutDoor Conference Center WEST, Room ”Österreich” (invitation only).
PHOTO: ALEX CONY / VISIT NORWAY
FIRE AND FOOD
FOR THE SECOND consecutive year, the Swedish Championship (SM) in outdoor cooking will take place. Behind the event is the organization Västsverige. The competition is held in the town of Skövde and teams consists of 2-3 participants who, in three hours, have to cook a three-course dinner for six people using only a Trangia camping stove and an open fire as heat sources. All ingredients come from local producers. E-mail: maria.johansson@vastsverige.com
Lofoten attracts northern lights tourists IT IS POSSIBLE to see the northern lightsfrom many places in the northern hemisphere, but the phenomenon can be extra fascinating to witness in northern Norway. The location of Lofoten, for example, is particularly strategic for seeing the phenomenon with extra sharpness. The area is just below what is known as the "oval" of the northern lights. There, the colors appear in full force. The number of tourists coming here to see the northern lights has increased by 378 percent in the past ten years, after Visit Norway began to market it as an experience package. The northern lights occur when huge amounts of particles are thrown into space by the sun. SC AN DIN AVIAN O UT DO O R N EW S
7
Outdoor Academy of Scandinavia
Hardcore testing and lots of laughter This winter five Scandinavian brands invited 21 children and their parents to Swedish mountain resort Åre. Geertje Jacob reports. TEXT GEERTJE JACOB PHOTO CAJSA RÄNNAR FOR THE SECOND TIME, the SOG has arranged an Outdoor Academy aimed specifically at kids. This time, families from Sweden, Great Britain, Russia, Germany, Norway, Switzerland and the Netherlands are gathered in a wintery Sweden in order to test children's outdoor equipment in a real life setting. The children's parents are either journalists, bloggers or retailers and know the outdoor industry quite well. The icy surface of the Indalsälven River is more than one meter deep. Half of the year, the mountain village of Åre, which lies in the province of Jämtland, is covered by snow. The friendly guides from the organizing brands help us get ready for a treasure hunt out on the lake. In the meantime, they will begin to prepare a campfire. Comfortable reindeer skins ensure that everyone stays warm during the following break. This is an ideal spot to try out the colorful outdoor dishes made by Wildo and thermos models from Primus.
“Out here, you know right away if something does not work ” Over four days, products from Thule, Reima, Isbjörn of Sweden, Viking and Wildo were thoroughly tested in tough conditions. Out here, you know right away if something does not work. The kids are very outspoken about small issues or faults. It is here that the testing gets real: Will the convertible bike rack from Thule really work in the cold? Are Viking’s boots as waterproof as the manufacturer promises? After four days outside in the Swedish winter we know that there is no perfect product, however, most of the equipment is really high quality and stands up to the tough conditions that they were made for. I am looking forward to coming back to Sweden again in the winter – since I now have an even better idea of what to pack for myself and my family. Why join? The project Outdoor Academy of Scandinavia offers the right surroundings for you to learn important things about your gear. So far 48 Outdoor Academies have taken place. Please contact us, at: oas@scandinavianoutdoorgroup.com
Upcoming OAS events 7-12 SEPTEMBER OAS Trekking in Lofoten, 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. Inviting brands: Devold, Bergans, Helsport, Alfa and Aclima.
8
S CA N D I N A V I A N O U T D O O R N E W S
14-18 SEPTEMBER OAS Trekking, biking and kayaking in Skåne, Sweden Skåne offers a variety of nature experiences from mindfulness hiking to adventurous outdoor activities. You will be able to experience quite a few activities together with great food and fantastic nature. Inviting brands: Lundhags and Light My Fire and more. Organized in co-operation with Visit Sweden and Tourism in Skåne.
1-5 OCTOBER OAS Trekking and kayaking High Coast, Sweden An Outdoor Academy for retailers and press with trekking, kayaking and via ferrata in the High Coast of Sweden. A World Heritage site with dramatic nature, great trails and lots of adventures. We will get ourselves from one point to another by foot and on water. Brands: Helsport, Woolpower, Ecco, Silva, Tenson and our partner Volvo.
WHEN THE DETOUR IS EVERYTHING. If you like salty sea-breezes, beautiful archipelagos and smooth granite cliffs set against a wide-open horizon, there’s a whole lot you can look forward to in West Sweden. And while you’re here, there are even more undiscovered gems to explore and enjoy at your leisure.
Photo: Roger Borgelid/vastsverige.com
WELCOME TO THE DETOUR OF YOUR LIFE!
There are plenty of signs that the physical retail store is on its way back, when customers seek for more personality. However, we are not talking about the store we used to know. We are talking about a modern hub that has become the customer’s best friend. TEXT HÅKAN WIKE
10
S CA N D I N A V I A N O U T D O O R N E W S
PHOTO: BERGANS
THE STORE IS ON THE REBOUND
Experts speak
WITH YEARS OF E-RETAIL and digital platforms behind us, you would think that the future for physical retail stores was shaky, but many analysts claim that the opposite is true. Even if the retail store of the future won’t necessarily look like it does today. The American company Vend, which presents annual predictions on trends, is one voice predicting the revenge of the physical store. The trend magazine Frontier joins the chorus, pointing to surveys done in Great Britain and asserting that a successful retail store is a hub for customer relations. Not just a source of product purchases. Anny Cardinahl is a consultant and specialist in purchasing, markets and communications through her own company, Outdoordeluxe, in Germany. With 25 years of experience in the industry, she explains her reasoning: “In a physical store, we can experience the product using several senses including feel, smell and taste. Fiftyseven percent of all purchases over all are still made in stores. Here, we can experience the products in a way we cannot experience them online. The major part of the buying decision is made at home on the couch, but then we usually want to head out to a store to finalize the purchase.” The losers, she says, will be the stores that have chosen a gigantic selection of products over helpful staff. The reason for this is that if the consumer gets no assistance with purchases, he or she could just as easily shop online. “We want experts and knowledgeable staff on site, someone who can help us beyond the basic research we have already done. Specialist shops offering knowledge, a genuine identity and distinct character in their DNA will be the winners. If they also manage to deliver products quickly,” Cardinahl continues.
S
mall stores that build on experiences, common ties or other on-site physical experiences can, with good logistics and suppliers who understand the importance of speed, deliver a large number of products to the customer at his or her home. Even the same day. “A retail store doesn’t need to have all the sizes in all the colors in stock, but the customer always has to come away with the feeling that they have chosen the right product, paid for it in the store and will get the product delivered to their home,” Cardinahl goes on saying. Christian Andersson, Digital Manager at Scandinavian Retail Center, a consulting firm in Helsingborg, says that the stores can make connections with online customers by being there when customers
need physical assistance with the products they have ordered. They can even add some background to the clothes or product. “The staff in the store can also help with adjustments, alterations and tips on how best to use the product the customer has just picked up. This provides an added value you don’t get when you simply pick up your package at the post office.” Anny Cardinahl believes in the value of expertice in the stores to guide customers.
“In a physical store we can
experience the product using several senses including feel, smell and taste”
T
oday’s retail store should do more than simply offer retail sales and product news. It can serve as a direct megaphone to the customers’ perception of and relation to the brand. By filling the store with values, functions and services, you are also showing your identity. Bergans of Norway, for example, uses its new flagship store in Oslo to enhance the company’s profile of sustainability, which customers have appreciated. They sell second hand goods, have their own sewing services and offer a limited clothing rental service. “We know that increasing the life of the products is a boon to the environment. We have always offered repairs, but now we want to make it more visible and easier to take advantage of this service, so we moved that feature into the store,” said Christoph Centmayer, Sustainability Manager at Bergans of Norway. “We hope to be able to contribute to better use of resources and thereby reduce the impact on the environment if our customers, or others, can reuse the garments or the clothing can be sold second hand. Those garments disappear quickly from the shelves even if it may seem to take more time for the customers to grow accustomed to rental services,” he continues. SC AN DIN AVIAN O UT DO O R N EW S
11
➜
I
nside the store, retailers can create conditions so that the visits can also become a digitally shareable experience which in turn generates greater interest. “A selfie wall where customers take selfies showing off their new bikes and share them on social media triggers more buzz and confirmation about the store. We consumers like new things and changes, but would still like someone else to have tested the products and liked them first,” Andersson adds. Liking, and feeling a sense of community with other like-minded people, is becoming increasingly important. Cardinahl again: “The stores must make sure they have an identity that appeals to the right target group, that we share the same values. This applies as much to the brand as it does to the store where the staff should come across as friends to be trusted and who you would take advice from.
“The stores must make sure they
T
he digital ability to follow and generate followers for a group on social media using news and features, coupled with the physical sense of being in the store, can be the key to modern customer relations. So, it is perhaps time to employ a skilled communicator who has a feel for digital currents instead of another traditional sales person, or at least someone who can handle both. “It is so easy to give and receive information today, and that makes it possible relatively easily and cheaply to create activities which also generate sales. Digital tools also give you the possibility to measure impact, and get confirmation on what works and doesn’t work without a huge cash outlay,” says Andersson. This concept sounds simple, but for a hard-working store manager it can add to his or her workload on top of everything else which it is already difficult to find the energy for. Working with communications is still not quite the same thing as keeping a store together. A good approach is to look to the suppliers for help, according to Cardinahl. “It is important to have good cooperation between suppliers and stores to be successful. Both in terms of in-store experiences and logistics surrounding products. Both want the same thing, to find more customers.”
PHOTO: BERGANS
have an identity that appeals to the right target group, that we share the same values”
“Transparency and honesty create a long-term relationship which is that much more important in a world where an unlimited number of choices can quickly take a customer group elsewhere. Mutual relationships are becoming more important than low prices.”
The new Bergans flagship store, in Oslo.
12 12
CA NDI D IN NA AV VIIA AN NO OU UT TDO D OO OR RN NE EW WSS SSC AN
Experts speak
PHOTO: AXEL LINDGREN / HOUDINI.
Swedish company Houdini has also started off with reparing and second hand sales, here in their store in Barkarby.
T
he challenge is to keep up and do what you say you are going to do. The key is no longer just being a conduit to the consumer. A presence on several different social media outlets is a must, but what works best and is the latest can vary from region to region, and within different activities and age groups. “New, interesting activities are constantly needed. We used to set up window displays twice a year in a store, summer and winter. Now, things have to change much more often in order to entice customers into the store. As a retailer, you really have to be proactive and creative in terms of presentation. But even small sales areas can produce good results,” says Cardinahl. If you have the strength and some creativity there is a lot to be gained. Loyalty towards the customers is on a resurgence. Smaller stores in high traffic areas, and the “right people”, are important once again. Local is the new global. But there isn’t just one solution and one path; you have to test your way forward. Having the right knowledge about your target group is more important than ever. Collecting relevant data and information is a success factor. Stores that find their groups and maintain good relations with them have good prospects for success. ●
5 Issues that matter 1. Retailtainment The store is the hub for your communications and must offer more than just products. Courses, lectures, and a good cup of coffee while you wait for your jacket to be repaired generate loyalty in buying behavior. 2. Experts The store staff must be perceived as the knowledgeable friend who gives tips and advice. Transparency and honesty are crucial for establishing credibility. 3. Relationships Invest time in getting to know your customers by creating both digital and IRL relationships. Test and analyze to see what produces the best results. Dare to be personable. 4. Fast deliveries Create good logistical collaboration with suppliers to avoid large store spaces. A small showroom in the best location with knowledgeable staff, combined with lightning fast deliveries from a warehouse, can open up new opportunities. 5. Technology Online and digital are also a must even for a physical store, in order to generate local business. Devote time to your customers even when the store is closed.
➜ SC AN DIN AVIAN O UT DO O R N EW S
13
Expert speak / THE STORE IS ON THE REBOUND
“Good personal service is our motto” Alewalds, with three stores in Stockholm and Uppsala, is celebrating its 80th birthday and has never been more energetic, despite competition from the giant sporting goods retailer XXL and a growing e-commerce sector. Part of this success stems from a very lively loyalty club. TEXT HENRIKA LAVONIUS WIKE
ANDERS ENGSTRÖM, owner and CEO of Alewalds, is clear about what lies behind this success. “Our strength is our staff who are incredibly experienced. They are all active outdoors people, some with skiing careers behind them while others have taken wilderness courses or worked in the mountains.” “Providing good personal service is our thing. We have roughly three times more floor staff than many other stores. It costs money, but that is part of the investment.” How do you build relations to the customers? “When I took over 12 years ago I introduced ski waxing schools and technical skiing courses, which were offered to all purchasers of skis. This past winter we had one thousand people taking the waxing courses alone. Now, we have also introduced long-distance skating and roller skiing courses. This is part of the extra value we offer our customers.” How do you feel about the competition from e-commerce and big-box chains? “We can only make sure that we do what we do, really well. We aim to be the best at service while also being competitive, but we do not engage in price matching. On the other hand, frequent customers get up to a 10% annual bonus through our customer loyalty club.” Is there anything you have done that has not gone well? “We did a heavy promotion of running shoes a few years ago, but many others did it better. Now, we have concentrated on trail running – which is what our customers are most interested in.” “It is better to be known to be really good in a few areas. In our case this means cross-country and touring skis, long distance skates as well as hiking and to-and-from work clothes and equipment.” 14
S CA N D I N A V I A N O U T D O O R N E W S
Anders Engström has worked hard to build close relations to the customers at swedish store Alewalds.
How do you bring in people who are not already ‘converts’? “It is important to attract ‘regular folks’ to the store, people who do not consider themselves outdoors people and have not yet discovered the beauty of having functional products. Our suppliers cover a broad range in the industry, offering more and more everyday products. As a result, new customer groups are being attracted.” How do you work with the suppliers? “We work closely with our supplier chain; their knowhow is a vital part of staff training. Full-time and part-time employees take part in practical clinics, such as hiking with suppliers. You get a chance to test how well the equipment actually works, which is invaluable when conditions get a little tougher.” ●
CALL US – ORDER NOW! SWE +46 510 868 10 DEN +45 44 94 25 15 FIN
+358 400 318 650
OUTDOOR MANNEQUINS The mannequins available today are mainly made for the fashion industry. SOG have together with Instore Agency, developed a complete series of sports mannequins which represents our industry much better. With these new, more defined mannequins, you will be able to create a much more “action packed” and realistic presentation of your apparel. Instore Agency can also develop and tailor make any mannequins and other means of exposure according to your individual specifications and requests.
instoreagency.eu
WE CARRY YOUR BRAND
HANGERS
MANNEQUINS
BAGS
GIFT & E-COMMERCE PACKAGING
SHOP FITTINGS
POINT OF SALES & OFFICE SUPPLIES
Must haves 2017/18
Heritage meets innovation The classic Greenland jacket is reborn. Ready to be used by an entire new generation of outdoor lovers.
THE YEAR OF 2018 MARKS the 50th anniversary of Fjällräven’s original Greenland jacket. Inspired by a 1966 expedition to its namesake island, it was designed to be the ultimate outdoor jacket, born from a need to perform when the weather is wet, windy, warm, cold, dry. It was made from a brand new material, G-1000, and impregnated with a brand new wax, Greenland Wax. This unique combination created a jacket that lived up to its aim; to be worn and loved for generations and to be adaptable for whatever the weather brings. As such, it went on to enable and inspire an entire generation to travel further into nature. To this day, Fjällräven’s Greenland Jacket is still being worn and loved. Parents hand it down to their children; new generations have their own to someday pass on. But now, after a lifetime in nature, the Greenland Jacket is being reborn. In fact, it’s the starting point of an entire collection. A collection that builds on Fjällräven’s long-established Greenland legacy but that also goes a step further. The same time-honored aesthetic remains, but it is enhanced with sustainable material choices and the latest design techniques for today’s adventurers. This is a jacket that will hopefully inspire a whole new generation to enjoy nature, on nature’s own terms.● fjallraven.se
Swedish alpinist Bengt Hansson in one of the first Greenland jackets.
For a lifetime in nature ● The Greenland Half-Century Jacket is made from naturefriendly G-1000 Eco (recycled polyester and organic cotton) that can be impregnated with Greenland Wax, to make it wind- and water-resistant. ● It also harnesses taped-seam technology that, when combined with a new, articulated fit, offer an exceptionally light, smooth feeling jacket that freely follows the body’s movements.
16
S CA N D I N A V I A N O U T D O O R N E W S
Must haves 2017/18
For both city and mountain FOR THE PAST FEW YEARS, Lundhags’ footwear collection has been divided into highly functional trekking boots and the Heritage series, with an urban, yet classic feel. Now, these two series are receiving a sibling – the Omni-series, designed to bridge the gap between urban environments and the mountains. With a unisex winter model and three lighter models for women and men, Lundhags can now offer all-round hiking shoes and boots for light hikes and everyday use. The design is a mix of a clean, Nordic look and a more Alpine style, with world class craftsmanship as the main ingredient. Balance has been a key word in the design process. The models in the Omni series are supportive while being flexible. They are also breathable, while offering good weather protection.
Tea time in the wild THE VERSATILE CUP “Kupilka 37” is big enough for a Cup-a-Soup and small enough for a cup of tea – which means less weight for your hiking trip. The cup is easy to clean on the go and can be washed in the dishwasher back home. Designed by Finnish industrial designer Heikki Koivurova, the ecological mug with a minimalistic and functional approach is a must have for this season! ● kupilka.fi
The Strei has breathable upper construction.
The Strei Low is a summer shoe for everyday wear, but also suitable for light hiking with the upper made from Italian Corradi split skin leather, toe protection and a sole combination of a EVA midsole and a versatile Vibram outsole for excellent traction off the beaten path. ● lundhags.se
Bounce free
VERTICAL 4 FROM USWE is a running pack that stands out from its competitors by its patented No Dancing Monkey harness technology that makes the pack 100 percent bounce free in action. The stretch in the straps delivers optimized freedom of movement, it supports your breathing capacity and it allows you to snug the pack tight without cramping your style. The straps offers individual fit for men and women in size M-XL. The pack includes a 1,5 litre Shape-Shift hydration bladder.● uswe-sports.com
SC AN DIN AVIAN O UT DO O R N EW S
17
Must haves 2017/18
Made for running COMBINING SUNPOCKET'S heritage in performance innovation with Intel’s expertise in the advancement of technology, Sunpocket Performance Vision P76R Runner is the triumph of a partnership that dedicated years to development of this series of running frames. The P76R eyewear system is engineered for running and tested to uphold the required endurance of a runners pursuit. The lightweight frame features Flexion System, a proprietary foldable eyewear system developed for persistent performance with a distinguishing, developed snap-hinge technique to provide optimum frame positioning and resiliency. X-MLT Polarized lens system with Cat. 3 lenses, light transmission of 13 percent and 100 percent UV-A/UV-B protection. The Unisex P76R frame is constructed with precision to ensure comfort and functionality while providing maximum protection in various visual conditions.�
Folded.
sunpocketoriginal.com
TREVISO - ITALY
4 - 5 OCTOBER 2017 Presented by
it all starts with the consumer The EOS is a key event in the outdoor trade calendar. Supported and attended by brands, manufacturers, retailers, suppliers, distributors and service providers. Join us to look at key topics that stimulate debate and discussion in a non-competitive environment, with the ultimate aim to improve business practices and promote growth and innovation. Besides great speakers it is the ideal platform for networking and offers a unique occasion to interact with opinion leaders and decision makers from the outdoor industry.
18
S CA N D I N A V I A N O U T D O O R N E W S
www.europeanoutdoorsummit.com +44 161 4374634 info@europeanoutdoorsummit.com
PHOTO: NICOLAS JÄNDEL
Scandinavian Outdoor Award
DEVOLD DIT IT!
The Scandinavian Outdoor Award has become one of a kind in the industry. High standards of product development and innovation as well as an exciting mixture of well-established brands, and interesting newcomers, makes the award a much sought-after title. SINCE 2006, the competition for the Scandinavian Outdoor Award (SOA) has aimed to support product and design innovations as well as to promote new Scandinavian outdoor products. Today, the award enjoys a very good reputation among industry and media thanks to a thorough evaluation process. A total of up to 25 products from the brands of Scandinavian Outdoor Group (SOG) are nominated to compete for the Scandinavian Outdoor Award for the season SS18. The international jury members, prestigious outdoor and industry journalists and bloggers as well as retailers, make their final judgement based on the following
The overall winner at ISPO 2017, Devold, with their innovative wool fabric-model Tinden Spacer Jacket.
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 five subcategories: Apparel, Footwear, Hardware, Kids and Jury’s Honorable Mention. The product experts of the jury examine each product during outdoor activities and various test sessions. This season’s meeting has been taken place in Lech, Austria, prior to the OutDoor show, with representants from Outdoor Guru, Outdoor Magazin, Gory, NORR Magazine, IchLiebeBerge.ch, Transa Backpacking, Mandel and SOG General Secretary. ●
Don't miss out! The prize ceremony for the SOA will be on Sunday, June 18th at 17.00 – the first day of the OutDoor show – at the Scandinavian Bar in Hall A5. The SOA products will be on display in the Scandinavian Bar Lounge during the entire exhibition.
SC SCAN ANDIN DINAVIAN AVIAN O OUT UTDO DOO OR RN NEW EWSS
19 19
Tentipi® Adventure ingl pol
or ic tipi
r cp
PRO
r light
Zirkonflex 15. See it outside Hall A5
THEY ARE SPACIOUS, FLEXIBLE AND SAFE – THEY ARE GROUP TENTS WITH ATMOSPHERE Ambitious, creative outdoor entrepreneurs all over the world rely on the unique high-quality properties of Tentipi’s group tents for the running of their successful businesses and they create unforgettable experiences for the people participating in the activities. The spaciousness of the tent, the circular shape which strengthens the feeling of group affiliation, the flexibility, the attractive appearance, and the possibility of having an open fire inside the tent create an inspiring milieu that is a strong contributing factor for successful events.
20
S CA N D I N A V I A N O U T D O O R N E W S
ZIRKON 15, SAFIR 15 An easy-to-handle group tent which is 6 metres in diameter. It holds 15 people sleeping and many more sitting and socialising. Despite its size, it weighs just 20 kilos and time and time again, it has shown that it stands strong when other tents, both big and small, are destroyed by bad weather. There is also a lightweight model in the somewhat simpler Onyx series, a 15-man tent that weighs just 10 kilos! ZIRKONFLEX 15 (SEE IT OUTSIDE HALL A5) The versatility of Zirkonflex makes it an ideal group tent, perfect for scouting, canoeing, hiking or camp activities. It is like Zirkon 15 in all respects but with the additional feature that the walls can be raised, fully or partially, for maximum flexibility. When fully open, Zirkonflex 15 provides shade from a hot sun or a roof to protect from rain. When partially open, it provides shelter from the wind without shutting out nature.
Zirkon cp
COMFORT
Zirkon light
Onyx cp
BASE
Onyx light
Olivin 2
Rain Hat
NEW PRODUCTS! CANOPY FOR OLIVIN 2 Provides rain protection over the entrance. The canopy is attached to the porch sleeve that newer models have or, for older Olivin tents, with the help of an adapter. HALF INNER-TENT Provides privacy inside the tent. Can be combined with a half floor or a half fleece floor for extra comfort. HALF FLOOR Two half floors can be joined together to make a whole floor. HALF FLEECE FLOOR Cosy floor surface, even for bare skin. Fully damp-resistant, like all our other floors. Combine two half fleece floors to make a whole floor. Inside the inner-tent, they are smartly stretched with the help of an assembly ring (accessory). RAIN HAT Allows full ventilation on warm, rainy summer days while keeping rain out. RUCKSACK FRAME Designed specifically for Zirkonflex, Zirkon 15 and Safir 15 but is perfect for any heavy loads, such as logs.
Olivin 2 with Tarp
Half Inner-tent
TENTIPI® – SO MUCH MORE THAN A TENT By combining creative and innovative thinking with the ancient building traditions of nomadic cultures, Tentipi has laid the foundation for a completely new type of tent living. Your tent is no longer simply a form of protection – it’s a comfortable, spacious and safe home that copes admirably with the tough conditions of nature! After a day of outdoor activities, home life in a Tentipi Nordic tipi is an experience in itself. The circular shape, the genuine ambience and the unique possibility of having a crackling open fire or a stove inside the tent creates a warm, pleasant atmosphere. With a passion for Nordic tipis, decades of experience and deep insight, Tentipi has created portable, easy-to-use and extremely flexible tents for both regular outdoor pursuit enthusiasts and hard-core, extreme adventurers. A5-407 (Scandinavian Village) www.tentipi.com
info@tentipi.com
Feature
Slow outdoor and slow adventure are rather new concepts in the outdoor dictionary. SON tries to figure out the meaning and content of the trendy labels. TEXT NICOLAS JÄNDEL & HENRIKA LAVONIUS WIKE
FROM BUNGYJUMP TO TREE HUGGING
Evelina Åslund Bäck is slow cooking in the wild.
22
S C A N DI N A V I A N O U T DO O R N E W S
The slow outdoor-movement, if you say, includes among other things - wild food, wildlife, human- and nature-powered travel and an enhanced engagement with the place. The basic elements seems important, like deep, untouched forest, wild streams, outdoor fire and local animal- and wildlife. And there is a close connection to buschcraft and handicraft. Evelina Åslund Bäck is Project Coordinator for Slow Adventures in Northern Territories (SAINT), which is linked to the organization Etour in Östersund, Sweden. Evelina, who is also a nature tourism entrepreneur herself, explains the big picture behind the behavior. “Many people today see a great need to reconnect with nature, so called ’re-wilding’, and people also
“There are a lot of people that live
in a kind of ’false existence’ where they lose contact with nature”
PHOTO: SANDRA LEE / GASTRONOMY OF JÄMTLAND
PROBABLY OUR ANCESTORS shouldn’t raise their eyebrows especially high if they woke up and saw that the inhibitants of today flocked to the wild, and liked to spend time in the forest and by the streams. Whats new, they would probably ask? Slow outdoor, or slow adventure, is terms that rather recently has popped up within the oudoor community. But what does it stand for? In the “Slow adventure in northern territories” report from Centre for receration and tourism research (2016) the the concept is defined as a form of ”tourism which avoids the quick adrenalin-pumping hits of convenient adventure experiences, in favour of slow, immersive journeys, living in and travelling through wild places and natural spaces”.
Same trend, different countries Mikka Lamminpää, a finnish outdoor entrepreneur and representative of the outdoor book company Calazo in Finland, has seen this kind of slow adventure movement growing in Finland, in recent years. ”In Finland we can see a couple of signs that clearly show a slow outdoor trend. For example nowadays its popular for chinese tourists to come here to experience basic nature factors as clean air and drinkable water in the forest. All those things we have a lot of in Finland”. “We also see some growing interest in phenomenons like wild herbs, mental balance and pilgrim hikes”, he continues.
In slow outdoor-terms the basic elements become very important ingredients.
PHOTO: LIGHT MY FIRE
want to teach their children how nature works”. Why is there such an interest in slow outdoor experiences at this point in time? “There are a lot of people that live in a kind of ’false existence’ where they lose contact with nature. To catch a fish that you then prepare, or to cook a ptarmigan that you hunted gives a sense of context that I think many long for”.
“In Finland we can see a couple of signs that clearly show a slow outdoor trend”
The forest and the mountains seems to be like a refugee platform for stressful urban people. Also in Sweden the same patterns has emerged in the last couple of years, acccording to the Swedish Tourist Association (STF). They have spotted a delevopment towards basic outdoor activities that doesn’t demands a lot of equipment or advanced know how skills. The interest for regular hiking for example is now growing rapidly. “We live in a time where more and more people appreciate a healthy lifestyle and wants to spend their holiday doing outdoor adventures, but also are eager to take a break from the stressful every day life, to search for peace of mind in a calm and silent environment”, says Magnus Ling, general secretary of STF. Togheter with Novus STF recently presented a survey of this increasing interest in hiking. It is the over all fourth most wanted activity in the Swedish survey group if they choose summer activity freely, 24 percent wants to hike during their vacation. And in the younger statistic group (18-29 year old) the level is, interesting enough, even higher, 28 percent. And the reasons, that are listed in the survey clearly shows a longing for wildlife contemplation. The biggest reason is to explore nature, but also to feel the calm and spend time in a non stressful environment. And one striking reflection: Many of them has never used hiking boots before in their life. ● SC AN DIN AVIAN O UT DO O R N EW S
23
PHOTO: LUNDHAGS
BIG UPDATES With sustainability at the core
New products, designs, materials and even a new way of looking at the year. “Never before have we at Lundhags had so much to present”, says CEO Henrik Ottosson. TEXT GABRIEL ARTHUR
24 SSCCA NDI D IN NA AV VIIA AN NO OU UT TDO D OO OR RN NE EW WSS 24 AN
Member in spotlight / LUNDHAGS
THE PRODUCTS FIRST. With a completely new backpack collection – totally 22 new backpacks – Lundhags wants to take their hardware segment to a new level, with more sustainable and durable material choices and a focus on repairability. An entirely new insulation series with Primaloft Eco, a pro-version of the popular Makke Pant (now also as a jacket) and a heap of new or updated pant models are also among the products presented at OutDoor. “At the fair, we are also launching Omni, a footwear collection of hiking shoes and boots designed to work both in an urban environment and in the outdoors”, says Henrik Ottosson. (Read more about the Omni-range on page 17).
“Timeless design is one of the keys to sustainable products”
PHOTO: LUNDHAGS
Ana Kristianson, designer at Lundhags, tells more about the 2018 collection. “The focus is still on clean design, as per our classic fashions and styles, with rather sharp lines. We now have a slightly more toned down look, where we work more tone-in-tone to avoid strong contrasts between our colors. We have also focused on scaling back features that do not fulfill a clear purpose. Our fantastic materials should do the work, and as soon as you place a seam, for example, you affect the characteristics of the material.” “You should not be able to see if a Lundhags product is two or ten years old, our design should be modern but classic. Timeless design is one of the keys to sustainable products.”
In the total makeover project, the Lundhags design team has also focused on the sizes of the different pants. Like with many brands, models created in different times and design phases can differ a bit when it comes to sizes. “From now on, a medium will always be a medium”, says Ana Kristianson. A sustainable upgrade of LPC Talking about sustainability, Lundhags has also updated their popular LPC-material (Lundhags Polycotton), which is used in everything from clothing to backpacks. The new LPC-material is made out of organic cotton and recycled polyester. “This means that the main parts of our pant, jacket and backpack ranges will now be even more sustainable”, says Ana Kristanson. Another important step that also has a sustainability perspective, is that Lundhags this year present the full 2018 collection. Henrik Ottosson explains the reasons behind the shift. “When others move from two seasons towards four or more seasons, we move in the opposite direction. By presenting the full 2018 collection in one go, we believe that we are building the foundation for a more sustainable process throughout the entire value chain. This will give us more time in the research and development process. We remove repetitive stages in the working process, to focus our time on the core of our business. And our clients and their customers can make plans with a long term perspective”. “With a one-year collection, and a conviction to make products that last longer, can be used for many different activities and be repaired, we want to lead the way to a sustainable lifestyle and a more enjoyable outdoor life”. ● It all starts off with an idea and some blueprints.
SC AN DIN AVIAN O UT DO O R N EW S
25
Member in spotlight / VIKING
Walk like Vikings...
“Viking is using cutting edge technologies”
Available in two different colors in both men’s and women’s version.
Viking Outdoor Footwear presents a redesigned product series and introduces the new UGC 2.0 Michelin outsole. A perfect choice for Viking motto “Kom deg ut”, lets go out there. WHETHER TRAIL RUNNING, trekking or hiking, Viking Footwear is well known for its outstanding quality when it comes to high performance outdoor shoes. Viking is using cutting-edge technologies as well as own developments, like the Ultimate Grip Concept (UGC) outsole for perfect grip on any surface and is constantly seeking to improve its products. That’s why the company developed a new, even better, outsole in collaboration with Michelin. The brand new Invertex Cross uses this new UGC-concept sole, which now also provides special sculptures for maximum lateral support and is even adapting to uneven terrain. While the terrain skin around the shoe provides protection against water and mud, the gaiter with solid zipper offers perfect fit and keeps dirt and stones outside. The new Anaconda Light is also equipped with the same sole and guarantees perfect grip. Redesigned for more trail running suitability, the Anaconda Light is still an ideal trekking shoe. The D-ring provides the option to combine it with a gaiter and the Gore-Tex membrane ensures exceptional breathability and 100 percent protection from wetness. Another improved feature is the new Boa Closure system, which can also be found on the new Dis Boa II model. For total 26
S CA N D I N A V I A N O U T D O O R N E W S
water protection and unparalleled breathability the Dis II uses Gore-Tex Surround, which is also used for the Kuling Mid II, the high-cut version with conventional lacing and more ankle support. A special feature of the Invertex and Anaconda is the reflective layer for better visibility at night. Developed together with Danish hikers The ultimate hiking and trekking highlight is the brand new Classic 150 full grain leather boot. Developed and designed in collaboration with the DNT, the Danish hiking club, it offers all characteristics which are important in rough terrain. The two different colours have been chosen during an online vote by the DNT-members. The special hiking UGCoutsole gives perfect grip on any hiking tour, a D-ring allows for the use of gaiters and Gore-Tex ensures dry feet, while providing perfect breathability. ● The new Michelin outsole gives even better grip.
SC AN DIN AVIAN O UT DO O R N EW S
27
In the spotlight / ISPO
The interest of outdoor and sports is increasing with a groving middle class.
Next stop China China is a future market for the global sports industry, and it has an enormous amount of growth potential. According to forecasts, the Chinese sports market will be the largest in the world by 2020. FOR MORE THAN TEN years ISPO offers international brands access to this potential with its multi-segment trade fairs ISPO Beijing and ISPO Shanghai, the latest spin-off. When ISPO Shanghai opens its doors next time in July 2017 it will feature three new theme worlds: Nature & Elements, Speed & Strength and Urban & Lifestyle. These theme worlds bundle the latest products and innovations in the outdoor, water sports, textrends, running, fitness and action sports sectors. The show focuses on the summer and all-season collections. More than 300 exhibitors and brands will present their latest developments to an audience of Chinese trade visitors at the Shanghai New International Expo Centre (SNIEC). Visitors not only get a quick and comprehensive industry overview, they also receive insights into the Chinese market’s trends and growth segments. Interested market newcomers can look forward to the Market Introduction Program with valuable tips from experts and a Retail Tour. 28
S CA N DI N A V I A N O U T DO O R N E W S
“The show focuses on the summer and all-season collections”
How to approach the market ISPO’s Market Introduction Program was designed to support international brands that want to gain a foothold in China. Sports industry specialists and market experts will give valuable insights into the Chinese economy and provide know-how to support companies entering the market. The seminar program will cover basic legal principles, and networking events will give participants an opportunity to make contacts. There will also be a retail tour of selected dealers and department stores. ● For more information, please visit ispo.com
Member in spotlight / ECCO
Fresh walk on the wild side ECCO creates shoes with astonishing style and comfort. And your feet are sure to thank you for choosing the extraordinary ECCO BIOM VENTURE.
TRUE HAPPINESS IN THE wild starts with your foot. The ECCO BIOM VENTURE, a multisport shoe, has been updated for the Autumn/Winter 2017 Outdoor collection to help you experience that joy. As every adventurer knows, walking with wet, squelching socks is a march to misery. Shielding you from that horror, by protecting your foot against the wet weather, is the GORETEX SURROUND waterproof construction, with that technology also increasing breathability from all angles. For additional ventilation, the channels in the sole keep the air circulating around your foot, while the mesh in the synthetic upper is also extremely breathable. Move closer to nature One of the thrills in the wild is a sense of freedom, that feeling of escaping the ordinary, and this model will encourage you to move more naturally. Available as a men’s or women’s shoe, this shoe will enhance your grip thanks to a durable, rugged rubber outsole with a versatile multisport profile and designated pedal zone for outstanding traction. Along with the BIOM last, the Fluidform PU-midsole foam will offer you superb cushioning and comfort, while the speed-lace system adds to that comfort and also enables an easy fit. ● The rugged, rubber outsole gives a great grip.
SC AN DIN AVIAN O UT DO O R N EW S
29
Travels The German photographer and Scandinavian enthusiast Moritz Ilmberger has taken this marvelous picture of the Nordic wilderness, for a readers’ contest in Norr Magazine.
EVERLASTING LOVE The German passion for Scandinavian nature continues to grow, from an already high level. What is it that attracts more and more German hikers, paddlers and nature lovers to travel north? TEXT SON PHOTO MORITZ ILMBERGER
IT’S NOT ONLY THE fascination of the moose that makes German travelers attracted to Scandinavia. For sure, the wildlife and Scandinavian nature are major reasons behind the stream of visitors from Germany, but also the personal state of mind that arises. “Germans are longing for space, silence and freedom, for a place of their own and unique experiences that you cannot buy in a catalogue. In this respect, Scandinavia is a perfect choice for Germans. It offers wide, extraordinary landscapes of different kinds – archipelagos, mountains, forests and fjords – and, at the same time, is comparably nearby, well connected and accessible,” explains Philipp Olsmeyer, Editor of Norr Magazine. Norr Magazine is produced in Sweden, but is distributed to German subscribers and has been sold in Germany for the past 10 years. Since the beginning, the magazine has thrived on this particular interest in Scandinavian nature and culture.
“As travelers, Germans are often prepared to pay for quality and they are well read and informed. They appreciate the genuine feeling of authenticity, for example in Sweden. Furthermore, in recent years, their curiosity has increased since the popularity of Swedish crime literature has grown,” stated Thomas Brühl, former CEO of Visit Sweden, when the news was a fact. Philipp Olsmeyer highlights another perspective that makes the Scandinavian region so attractive as a travelling destination. “Scandinavia is regarded as one of the safest regions in the world, while other important travel destinations have to deal with political and economic crises.” He continues: “And last, but not least, Scandinavian outdoor brands have become popular in Germany by creating a specific Nordic outdoor lifestyle that even younger people can identify with”. ●
Sweden pinpoints German visitors The Swedish government has also taken notice of the increase in German visitors. From 2015 to 2018 SEK 70 million has been allocated to the tourist organization Visit Sweden for marketing Sweden as a tourist friendly country. One aim is to develop ecofriendly nature experiences and a target country for that effort is Germany.
AMBITION TO EXPLORE The Germans are the world's most travelled people and, every year, they take around 100 million holiday trips abroad. Many trips are made during the late summer months of August and September. Source: Visit Sweden
30
S CA N DI N A V I A N O U T DO O R N E W S
WALK KING & WALK QUEEN
GTX®
NORWEGIAN HIKING TRADITION - REDEFINED Continuous development and great craftsmanship make these Norwegian classics stay your best hiking companions.
For more info about the Walk King & Walk Queen Advance boots, visit us at alfaoutdoor.com
WE CARRY YOUR BRAND
+46 510 868 10 |
instoreagency.eu
instoreagency @instoreagency
32
Instore Agency
S CA N D I N A V I A N O U T D O O R N E W S
Instore Agency makes things simple. You deal with all your static store exposure. We deal with the exposure you get from movable items. You have a brand, advertising concept, and store interior. We have hangers, bags, gift packaging, mannequins, and everything else that can be moved both within and outside of your store. We’re in a class of our own. We do much more than just sell products. In us you get a creative partner that can come up with suggestions and innovative solutions to take your store to the next level. This is something we’ve done since the 1950s. And it’s something we love.
Brand Presentations
An overview of the participating exhibitors in the Scandinavian Village.
A5-309 Aclima has targeted quality, textile innovation and a passion for outdoor activities for more than 75 years. The underwear specialist with its production still in Northern Europe, focuses on high quality merino wool products. Aclima has won many awards for their innovative products based on old knowledge of how to dress in demanding conditions, since 1939. aclima.com Sales: Lars Eivind Johansen, lars@aclima.no, +4797 161182 PR: Ole Magnus Halvorsen, ole. magnus@aclima.no, +4790 917869
A5-403 To Craft and their users, sports are a mind-and-body experience that reach beyond the ordinary, to a new state of being. Craft exists to support this attitude. They do so by creating functional sportswear that boosts the sporting experience for the user. The brand is a product of sweat and pain, of snow and rain, of falling and rising up again, and the euphoria experienced when pushing endurance limits. craftsportswear.com Sales: Marie Nohlborg, marie. nohlborg@craft.se, +4670 1673303 PR: Jan Kaspersson, jan.kaspersson@craft.se, +4607 1673366
A5-310 Alfa is a major contributor to the proud Norwegian outdoor traditions and their innovative product developments have been challenging established standards for more than 80 years. Today, Alfa aims to offer you a better outdoor experience by providing high-end ski, trekking and hunting footwear for the quali-ty conscious outdoor enthusiasts. alfaoutdoor.com Sales: Stine Gullaker: stine@alfa.no + 4797 644902 PR: Pål Olimb, paal@alfa.no, +4791 752995
A5-301 Devold of Norway provides high quality wool garments for outdoor lovers, explorers and professionals working in demanding environments. Established on the rough Norwegian West Coast in 1853, the company has spent over 160 years of research and development with one goal in mind: to provide you with unbeatable comfort, quality and protection. Driven by innovation with a focus on quality, Devold continues to be a pioneer when it comes to developing the use of Merino wool. devold.com Sales: Øystein Bømo, oystein. bomo@devold.no, +4792 052707 PR: Janne Strømmen, js@devold.no
ALSO AT OUTDOOR Houdini FG-A9/1, Icebug B4-303, Nordic Pocket Saw FG-A8/5, Sunpocket B4-303
TECHNOLOGY BRAND MEMBER OrganoClick
A5-303 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
A5-316 For several years, Blå Band has been creating tasty and healthy meals that can be enjoyed outdoors. Blå Band Outdoor Meals initially started through a collaboration with the Swedish military, who wanted nutritious, lightweight food that was quick and easy to prepare, and with a great taste of course! Today, the products have been refined to fit a broader target group of outdoor enthusiasts. outdoormeal.com
Sales: Bart Meijers, bart.meijers@ bergans.no, Tel +4732 252500 PR: Christoph Centmayer, christoph. centmayer@bergans.no, +4732 252500
Sales: Jens Falkvall, jensf@continentalfoods.eu, +4672 2225325 PR: same as above
A5-200 Back in 19 50, Åke Nordin developed a backpack frame that planted 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
A5-300 Don’t let the unexpected change your plans. When you are prepared for anything, everything is part of your adventure. The elements can be unpredictable. That’s why Haglöfs isn’t. #beattheelements haglofs.com
Sales: Thomas Gröger, thomas. groeger@fjallraven.de, +4917 670804628 PR: Philipp Kloeters, Philipp.Kloeters@ fjallraven.de, +4917 24213164
Sales: Fredrik Ohlsson, fredrik. ohlsson@haglofs.se +4685 8490640 PR: Sara Skogsberg Cuadras, sara.skogsberg-cuadras@haglofs.se, +4685 8440014
MEMBERS THAT ARE NOT EXHIBITING AT OUTDOOR 8848 Altitude, Amok Equipment, Roald Amundsen Skincare, Dale, Didriksons, Ecco, Exel Sports, Five Seasons, Halti, Hestra, Ivanhoe, Klättermusen, Lillsport, Nordic Kidswear, Northern Playground, Odd Molly, Peak Performance, Polyver Boots, Seger, Skhoop, Skogstad Sport, Tenson, Tretorn, Ulvang, USWE Sports, Vargkläder
A5-307 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.no Sales: René Guba, rene@helsport.no, +4794 003251 PR: Johannes Hvidsten, johannes@helsport.no, + 4799 304074
A5-404 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: salesupport@lightmyfire.com, +4640 6601660 PR: press@lightmyfire.com, +4640 6601660
A5-400 Norrøna is for everyone who loves sustainable, high quality, functional gear with a playful design. Their mission is to make great products their way for people with an active lifestyle through their design philosophy: Loaded Minimalism™. Inspired by the rugged Norwegian wilderness and driven by passion for nature, they push the boundaries of product design with functional solutions to equip you with high-end, protective gear for your outdoor adventures. norrona.com Sales: Gaute Fonkalsrud, gaute.fonkalsrud@norrona.no PR: Amanda Lanza-Rygner, amanda@norrona.no
4
A2-233 Walk Carefully On Mother Nature! Swedish shoemaker Kavat makes shoes that can be worn for years. It’s the opposite of disposable fashion. The quality concept is about chrome free leathers, natural fabrics and durable construction, creating the ability of a product to withstand the test of time. This is how Kavat turns old shoemaking traditions into new. The EU Ecolabel Sales: Christian Benedikt, christian. is proof of concept. Kavat has more benedikt@hilleberg.se, +4670 6102058 than 50 styles certified under the EU PR: Stuart Craig,stuart.craig@ Ecolabel criteria. hilleberg.com, +1425 8830101 kavat.com A5-406 For over 45 years, Hilleberg the Tentmaker has specialized in doing one thing – building the highest quality tents and shelters available. Conceived and developed in northern Sweden, Hilleberg tents offer the ideal balance of low weight, extraordinary strength, and remarkable comfort. hilleberg.com
Sales: Haris Fazlic, haris@kavat.com PR: Caroline Holmgren, caroline@kavat.com
A5-402 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 oudoor equipment developed in the same tradition. lundhags.se Sales: Gina Lovén, g.loven@ swixsport.no, Tel + 4790 777759 PR: Anders Blomster, anders.blomster@lundhags.se, +4670 9324699
A5-317 Say Morakniv to a Swede, and you can be sure that person has a childhood memory of fishing or making bark boats. The high quality knives have been manufactured in Mora, Sweden since 1891. Today, the skills of the local craftsmen are embodied in the family-owned factory, where high quality steel is turned into knives used and appreciated by outdoor lovers across the world. morakniv.se Sales: Tobias Eklund, tobias.eklund@ morakniv.se, +4676 7723810 PR: Emelie Bröms, emelie.broms@ morakniv.se, +4625 0595000
A5-200 In 1892 F.W Lindqvist, from Stockholm, created the world’s first sootfree kerosene stove that made life simpler for adventurers. Since then, Primus products have made countless expeditions possible. Passion, for the outdoors and the technical expertise is the secret behind every one of Primus innovations and what ensures that the products become reliable life-long companions. primus.eu
A5-315 Drytech are based in Tromso, up above the Arctic Circle in Norway. The Real Turmat meals (also known as Real Expediton Meals) are made mostly from fresh natural Norwegian ingredients and carefully freeze dried. Drytech have developed their own freeze drying process, which is designed to keep as much of the natural taste, aroma, appearance and nutrition of the meal as possible. drytech.no
Sales: Elena Miroshkina, +4670 3446203 PR: Heidi Kreusel, +4916 095095262
Sales: Kyrre Jonassen, kyrre@drytech.no, +4794 843616 PR: same as above
S CA N D I N A V I A N O U T D O O R N E W S
A5-306 For many years, Kupilka outdoor products have received genuine popularity among hikers, hunters, campers, bush craft teachers, courtyard cooks and other friends of nature, with recyclable and natural properties. Kupilka 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 EKOenergy. kupilka.fi Sales: Laura Kaasinen, laura. kaasinen@plasthill.fi, +3585 03514348 PR: Krista Kaasinen, krista. kaasinen@plasthill.fi, +3585 03514328
A5-316 Nokian Footwear produces the best rubber boots on the market. Our hardwearing, high performance boots combine cutting edge Finnish design with more than 100 years of experience. Our collection includes rubber boots for summer as well as warm shoes for winter. nokianjalkineet.fi Sales: Aija Viinamäki, aija.viinamaki@berner.fi PR: Rilla Nummisalo, rilla.rummisalo@berner.fi, +3584 06620446
A5-401 Reima knows how to get kids out and about! Established in 1944, the Finnish brand offers premium functional children’s wear for active kids, tip-to-toe and all year round, designed for sustainability. This year, the around 7 million Reima garments produced enable kids all over the world 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, +3585 03228293
A5-304 Röjk Superwear is a 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 a highly sustainable and eco-friendly production process, together with 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: Linus Zetterlund, linus@rojksuperwear.com PR: same as above
A5-311 Silva has developed and sold sports and outdoor accessories since 1933. The hero products, compasses and headlamps, are characterized by a high level of functionality and innovative design. All products are designed and tested in Sweden to withstand the tough Nordic climate and terrain. Silva develop accessories for activities such as such as running, skiing, biking and hiking. silva.se Sales: Siv Andersen, siv.andersen@silva.no PR: Madelene Öhlin, madelene.ohlin@silva.se
A5-316 The Trangia stove can be called a Swedish classic. Over 50 years have passed since the first storm kitchen was produced. It has been refined and developed into more products, but the original, ingenious design is still the foundation of today‘s models. The company was founded in 1925, in the town of Trångsviken, with the Jämtland wilderness as the perfect testing environment. trangia.se
A5-302 Viking is an outdoor footwear specialist from the world’s toughest test lab – Norway. The company, which started with galoshes and 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 Europe. vikingfootwear.com
Sales: Bengt Jonson, info@trangia.se, +4606 40681330 PR: same as above
Sales: Helma Tobies, h.tobies@ vikingfootwear.com, +4989 32195061 PR: FlachCommunication , info@flach-communication.de, +4980 221884000
A5-316 Sätila of Sweden have knitted hats in Sweden for almost 120 years. The company was founded in 1896, in the small village of Sätila, on the countryside of southern Sweden. Since that November day, Sätila has designed, produced and supplied knitted hats, scarves and mittens, all made in Sätila. And they still do today, in the same exact location. satila.com Sales: Frida Bäckström, Frida@satila.com, +4670 4831566 PR: same as above
A5-407 When choosing your outdoor equipment, it’s often a matter of protecting yourself from the elements. With innovative and technically advanced Nordic tipis, Tentipi takes you further and lets you embrace the elements. Summer or winter, desert heat or polar cold – with a lot of space, a fire in the middle and unsurpassed ventilation properties, Tentipi offers a truly comfortable outdoor life pursuit – a home away from home. tentipi.com Sales: Patrik Rönnbo, patrik.j.ronnbo@ tentipi.com , +4670 3330137 PR: Torsten Gabrielsson, torsten.gabrielsson@ tentipi.com, +4670 1088690
A5-314 Walkstool is the only three-legged stool in the world with telescopic legs, patents and trademark protections. It is light, compact and offers superior sitting comfort. Walkstool comes in six different models, all made in Sweden by Scandinavian Touch. All offer two sitting positions – high and low – with the strongest model able to support over 400 kilograms. walkstool.com
A5-308 Wildo are driven by the belief that all people are entitled to more nature. Deep forests, high mountains and open waters. Simply more outdoors.Proven under Swedish conditions for decades, Wildo’s campware is made to be trusted. Anywhere and everywhere. All of the products are made with carefully selected and BPA-free materials. Wildo – functional, durable and lightweight. wildo.se
Sales: Lars Andersson, lars@walkstool.com, +4670 7533010 PR: same as above
Sales: Erik Andersson, erik@wildo.se , +4670 5116278 PR: LenaMarie Johannisson, lenamarie@wildo.se, +4673 3565551
FOLLOW US A5-316 Woolpower is a living proof that a clothing company can provide reasonable salaries, safe employment and a working environment that people enjoy. Ever since their factory opened in Östersund, Sweden, in 1969, all the garments have been sewn there. They manufacture thermal undergarments in mulesing free merino wool. woolpower.com Sales: Christian Stjärnered, christian@ woolpower.se, +4673 7227843 PR: Pål Dufva, pal@woolpower.se, +4673 033 07 71
A5-305 Technology Brand Member Polygiene Permanent Odor Control Technology is a world-leading technology for odor control. The company is recognized as the global provider of Stay Fresh™ solutions for clothing, sports equipment, lifestyle textiles and other materials. Polygiene brings the Scandinavian values of quality and care for the environment to life through its products. More than 100 global premium brands have chosen to use Polygiene in their products. polygiene.com Sales: Haymo Strubel, hs@ polygiene.com, +4917 12683788 PR: Niklas Brosnan, nb@ polygiene.com, +4670 8621729
Facebook facebook.com/ scandinavianoutdoors Instagram instagram.com/ scandinavianoutdoors LinkedIn Scandinavian Outdoor Group Scandinavian Outdoor Group or SOG, is a group of 62 outdoor brands from Scandinavia. We make premium outdoor products, with innovations created from the challenges of our demanding nature. Read more about the Scandinavian Outdoor Group and our members at: scandinavianoutdoorgroup.com
INNOVATION AND PASSION WITH
THE HERITAGE OF SCANDINAVIA
Welcome to the
HIGHLIGHTS IN THE VILLAGE AT OUTDOOR 18–21 JUNE SUNDAY–WEDNESDAY Scandinavian Outdoor Award (SOA) View the the most innovative products from Scandinavian brands on display in the Scandinavian Bar Lounge. SUNDAY 17.00 Scandinavian Outdoor Award (SOA) prize ceremony in the Scandinavian Bar Lounge.
MONDAY 12.00 Press Conference Scandinavian Outdoor Group (invitation only). SUNDAY–TUESDAY 17.00–18.00 Welcome to the Village Happy Hour at the Scandinavian Bar. Enjoy a beer and a healthy snack with tastes from nature.
TRANGIA, SÄTILA, BLÅ BAND, NOKIAN & WOOLPOWER
HALL A5 Scandinavian Outdoor Group (SOG) supports the efforts of European Outdoor Conservation Association (EOCA). S CA N D I N A V I A N O U T D O O R N E W S SOG36 will pledge a donation from all Scandinavian Bar visitors.