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News Magazine #1 2012 from Scandinavian Outdoor Group – the top Nordic outdoor companies

Scandinavian Outdoor News

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Page 1: Scandinavian Outdoor News

NewsMagazine #1 2012 from Scandinavian Outdoor Group – the top Nordic outdoor companies

Page 2: Scandinavian Outdoor News

The red carpeT has been rolled out, like a Hollywood style premiere, as the Scandinavian outdoor companies once again take the stage at the world’s largest and most impressive sports trade fair. We just love being here! We don’t come from the biggest countries in the world. We don’t have the largest populations or the most powerful economies. But we do have something else – a warm spirit and the world’s greatest outdoor products.

Why? Well, in both cases, if we didn’t have them, we’d freeze to death.

When arriving in New York, Hollywood star Michael J Crocodile Dun-dee said: “That’s incredible. Imagine seven million people all wanting to live together. Yeah, New York must be the friendliest place on earth.”

In the Scandinavian Village, we have over 30 competing brands shar-ing visitors as easily as we share a cup of coffee in the Scandinavian Bar. Imagine over 30 outdoor companies all wanting to live together. Yeah, the Scandinavian Villag e must be the friendliest place on earth! Jonas hellentin, Executive Officer Marketing and Communication

ScaNdiNaviaN OutdOOr NewS 3

this is Scandinavia

Presenting partner

cover phoTo:MaTTias FredrikssoN

This magazine is pro-duced by scandinavian Norr publishing aB. www.norrmagazin.de

scaNdiNaviaN village is ISPO Munich’ s largest market place with over 4000 square meters of space. The Scandinavian bar in the middle of the village is a popular meeting place with a delicious menu of food from the Nordic wilderness, great coffee and a friendly atmosphere. This year we’re serving up fresh salmon from the Norwegian Fjords, as well as Barista-like coffee fresh from our new machines.

BesT iN TesTYou caN also see all the nomi-nated products for the Scandinavian Outdoor Award, from which a jury of Europe’s most established outdoor journalists will pick the best product within sustainability and innovation.

And at the end of the day, don’t forget to drop by our popular Happy Hour at the Scandinavian Bar and watch the Scandinavian Fashion show with a beer in your hand, a smile on your face and a pocket full of business cards.

a smorgasbord of SOG-events

04 Big aNd sMallProduct news from Fjällräven and Isbjörn of Sweden.

05 coMForT or sporT?Leisure from Viking and Ivanhoe, running with Icebug.

06 perFecTioN iN deTailsBergans new wool line. Meet Rudholm and Haak.

07 NeW TradiTioNsDale of Norway takes knitting to a new level.

08 Make good FrieNdsPay a visit to Sätila and Houdini Sportswear.

09 TesTgrouNd vaTNaJÖkulLeifur Orn Svavarsson helps 66°North with R&D.

11 oas iN FJord NorWaYOutdoor journalists and retailers on an educational trip.

12 WiNTer WarMDevold of Norway shows the way to warmth.

14 a Year To reMeMBerHestra celebrated their 75th anniversary in style.

16 MasTer oF WaXiNgIn 2012, Fjällräven teaches the art of waxing clothes.

18 sTeadY sTepsEcco launches the new Biom Hike boots at Ispo.

20 a sTraTegic choiceWhy Scandinavian brands choose Primaloft.

SOG News

Foto

: Fre

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DEVOLD®HERITAGE

Devold® has made high quality wool apparels since 1853. Our fi rst

customers were fi shermen and workers facing the harsh climate along the

Norwegian coast.

The durable wool garments became verypopular, and renowned

Arctic explorers,including Ellsworth,

Amundsen and Nansenchoose Devold® knitted

products for theirexpeditions.

www.devold.com

Worn by Norwegianssince 1853

WarM up aT WoolsTreeTare You doiNg BusiNess with wool these days? Then you should definitely come by Woolstreet starting at the Scandinavian bar. In a joint effort between ISPO, the Scan-dinavian Outdoor Group and the Australian Wool Innovation (AWI), this indoor boulevard of wool suppliers and brands supports the growing interest and use of this increasingly popular natural fiber. Scandinavian companies like Woolpower, Devold, Dale, Ivanhoe and Aclima along with Designer Textiles, The Merino Company, Mufflon, Charles Parsons and of course the Australian Wool Innovation – Woolmark company all come together on Woolstreet.

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More info about sog: www.scandinavianoutdoorgroup.com or contact Jonas Hellentin, [email protected] / tel +46 31 20 99 10

Page 3: Scandinavian Outdoor News

iT’s sWedish iceBug’s top of the line trail and winter running shoe. Last year Anima BUGrip became a test winner. Now it comes in green.

Designed specifically for advanced runners wanting to keep up the pace even

when running across ice and snow, Anima BUGrip re-cently earned the title ”Best in Test” in the Swedish Run-ner’s World test of six different studded running shoes. The ouTsole of Anima BUGrip is made of a special rubber compound and has 19 integrated steel studs. Working independently from each other, the studs are not completely fixed to the sole, instead they are dynamic.

”On hard and solid surfaces, like asphalt or concrete, they are pushed in to-ward the sole’s surface, but when you hit a slippery surface,

the studs protrude and give you a firm grip,” explains Karin Lundqvist, Director of Design and Development at Icebug. Though greaT For aNYoNe speNdiNg time on slipper y surfaces, Anima BUGrip is not for the begin-ner. With a moderately cushioned midsole, a long and aggressiv e toe spring, together with a 8 mm drop, it is a shoe best suited for the driven runner.

”If you have a heavy stride and often land on your heel, it’s not the shoe for you,” says

Lundqvist.The 2012/2013 ver-

sion of Anima BUGrip features the same patented technology as this year’s model. The men’s version comes in an emerald green color,

while the women’s version comes in violet.

Get a grip

ivaNhoe, new development member of SOG, is involved in the outdoor world’s hot-test material: wool. The family business still knits their functional garments in their own factory. For autumn 2012, a completely new collection will be launched with a less sporty appearance.

“For example, we have dusted off one of Grandpa’s old models, a duffel coat. And in our regular range, we have of course developed new designs, colors and details,” ex-plains Marketing Manager Anna Göthager.

Warm weavesWeariNg WiNTer BooTs doesn’t mean you have to look like Bigfoot. This new women’s boot from Viking

offers warmth with style. The Viking Sirius GTX matches

outdoor performance with a style-confident appearance.

It is a calf-high boot equipped with a Gore-Tex membrane to keep user’s feet warm and dry. The combination of leather in the shoe area and textile in the bootleg area also makes the Sirius comfortable to wear.

Viking introduced its female collection of outdoor boots last year with the Viking Kaisa.

Sirius is available in sizes 36-42 and in the colors off-white and grey/black.

Keep warm in style

Product news

ScaNdiNaviaN OutdOOr NewS4

Product news

WiTh The NuMBers series, Fjällräven launches a new series of outdoor clothing made for the most demanding users. Gaiter Trousers No.1 and Anorak No.8 are two ex-amples from the collection that will endure long days spent outdoors, whatever the season.

Smart functions offer great possibilities for adjust-ment according to the weather and terrain. For example, the trousers feature an innovative leg construction that converts the lower leg into a fully functioning gaiter – it’s as practical in the mountains as in the jungle. The anorak has a highly adjustable hood with a foldable brim that fol-lows the head perfectly. Long side zippers allow for good ventilation and easy pulling on and taking off.

All materials and details are chosen to reduce environ-mental impact and ensure a long product lifetime.

expedition-worthy

isBJÖrN oF sWedeN continues to conquer Europe with their outdoor clothing for children. Switzerland, France, Russia and Italy are next in line.

At the same time the brand is challenging itself to less wear and tear by summarizing its sustain-ability philosophy with the four R’s: Reduce, Reuse, Recycle and Repair.

“Everyone knows that the production of clothing affects the environment and therefore we make our clothes to last. We want to inspire our customers to think the same way,” says Maria Frykman Forsberg, CEO and founder of Isbjörn of Sweden.

Reuse and repair

chaNgiNg WeaTher conditions are no match for the Barents Parka from Fjällräven. This dura-ble, waterproof and warm G-1000 parka has a protective hood and many practical pockets. The Hydratic membrane pro-tects against wind-driven rain while the Supreme Microloft padding insulates when temperatures drop. And when venturing out into the wilderness, the durable G-1000 fabric pro-vides excellent protection against wear and tear.

A tough one

ScaNdiNaviaN OutdOOr NewS 5

Page 4: Scandinavian Outdoor News

BergaNs is kNoWN for making jackets and midlayer clothing from technical wool. Now, the Norwegian outdoor company is introducing a completely new range of base layers made entirely from Merino.

In 2012, Bergans is giving wool a prominent posi-tion within the compa-ny’s entire collection. The clearest example of this wool trend is Bergans’ new range of base layer shirts, pants, polos and tees.

“Wool is a natural, sustainable resource. It fits into the current trends and it is a very smart

material that insulates without making you too warm,” says Christoph Centmayer, Market-ing Communication Manager at Bergans.

The NeW Base laYer range comes in four dif-ferent weights, from 150 grams (superlight), to 320 grams (super warm).

According to Bergans, the company only uses high quality Merino wool from Australia, which is certified mulesing free and

can be traced back to the farm it came from.

And to top it off, the garments also come in their own sustain-able and reusable packaging.

Bergans down under

it’s all about the detailsAr t work: RH4945J

Brand: Rudholm & Haak

Date: 19.12.11

Descr ipt ion: B i ld t i l l ISPO annons

“Our mission is to constantlybring inspiration and innovation

to all garment accessoriesfrom design to distribution”

The producTs NoMiNaTed for the Scandina-vian Outdoor Award will be presented for the second consecutive year, in cooperation with Rudholm & Haak, in an exhibit in the Scandina-vian Village.

“We would like to be involved and highlight the brands that stand for the same things that we stand for, Scandinavian design and strong environmental awareness,” says Frederick Svensson, Sales Manager at Rudholm & Haak.

The company, which is based in the Swedish textile capital of Borås, has an eye for detail – literally. With their own design and production, the company is the leading sup-plier of buttons, hang tags, labels and other branding solutions to brands worldwide.

Since last year Rudholm & Haak is also the Scandinavian agent for Polygiene and their environmentally certified technology for anti-bacterial coatings.

“We are proud of this because it is important to us, and for the outdoor indus-try, to work on sustainable solutions,” says Svensson.

ScaNdiNaviaN OutdOOr NewS6

Product news

ScaNdiNaviaN OutdOOr NewS 7

iF TradiTioN is oNe side to the brand Dale of Norway, innovation is another. In the company’s lab, traditional wool sweat-ers have become water repellent, while the company’s very own version of a soft shell jacket, called Knitshell, was recently developed by adding a weather proof membrane that does not compromise the properties of wool.

“We produce our products on nature’s doorstep,” says Arnstein Raunehaug, Sales and Marketing Manager at Dale of Norway. “For the design and development team it is sim-ple to see what the needs of our consumers are, as they are the same as our own daily needs.”

All Dale of Norway designs are based on one con-cept: it’s all about where you are in the Norwegian mountains. In harsh conditions at the top, taking a walk in the forest or putting another log on the fire in the cabin. Among new products for 2012 are also the Nordpolen and Spitsbergen jackets, designed to work just as well with goggles in the slopes as with your Ipod on the streets.

The NorWegiaN Wool in Dale of Norway products comes from sheep that graze on healthy non-agricultural land, where no pesticides are used. By moving to new pastures regularly and allowing new grass to grow, the sheep actually contribute to a better environment since grass consumes double the amount of Carbon Dioxide while growing.

The increased interest for wool products comes as no surprise to Dale of Norway.

“We see that consumers are becoming more and more aware of the importance of sustainability, and also of wool as one of the best natural materials. It has a high absorption rate, good moisture transportation and insulation, it’s non-flammable and it’s antibacterial. That makes it a very technical material,” explains Raunehaug.

For dale of Norway, wool has always been nature’s own high tech material for outdoor wear. the company produces most of their yarn in the same way they have for the last dec-ade, using the same blend of Norwegian wool and in the same small town of dale located just outside of Bergen, Norway.

wool passionProduct news

Page 5: Scandinavian Outdoor News

ScaNdiNaviaN OutdOOr NewS8 ScaNdiNaviaN OutdOOr NewS 9

Business R & D

leiFur orN svavarssoN, a mountain guide and instructor for the Icelandic Search and Rescue teams, ICE-SAR, guided the group up the glacier – one of the largest ice caps in Europ e – in temperatures below -20 °C, with strong winds and limited visibility.

At their first stop they found a cabin that had been transformed into an ice block. Svavarsson and the others had to use their ice axes and hack themselves inside.

Then, they spent several days in tents – and one night in a crevasse – during blizzards and chilling temperatures before they crossed just below Iceland’s highest peak, Hvannadalshnúkur (2,109 meters) and down to the south side of Vatnajökull. To puT up WiTh the exceptional weather conditions that the team faced, Svavarsson had to use all of his skills and experience from almost 30 years as a mountain guide, as well as a dozen years as a member of the Search and Rescue team.

“I’ve always been drawn to the most remote areas and the hardest conditions – this time I got plenty of it,” says Svavarsson.

One of the biggest problems during the trip was that the merciless cold was accompanied by high humidity.

Svavarsson’s shell jacket would freeze like a statue. He had to leave it standing by the tent door at night, so it would thaw just enough so that he could wrangle it on in the morning. TodaY, svavarssoN TraiNs the ICE-SAR in survival skills and technical climbing. To get the right work wear he has been helping Icelandic outdoor company 66°NORTH with the testing of new shells, fleece gar-ments and woolen products.

Since the trip with the Italians two years ago, he has also helped Polartec with material testing.

One of the results of this cooperation is the Snæfell Jacket, made from Polartec Neoshell, which is a new fabric that has the durability and stretch of a poly-urethane film, plus the breathability of a micro porous structure.

“The breathability of the Snæfell jacket would have made life a lot easier on the trip across Vatnajökull,” says Svavarsson.

it was a hard and dangerous trip, but the three italians really wanted to cross vatnajökul l in the middle of the winter.

vatnajökull in merciless weather

At the ISPO Fair, mountain guide Leifur Orn Svavarsson will tell you more about how he uses his experience from blizzards, avalanches and gales to help 66°NORTH cre-ate better clothing.

The FirsT säTila BeaNies were knitted back in 1896. Later on, Ingemar Stenmark wore one. Today, the Swedish Skicross team keeps their heads warm with these knitted wool hats from the small town in western Sweden.

The Swedish company Sätila became world famous when skier Ingemar Stenmark outperformed the world’s top skiers in slalom and giant slalom in the 70’s and 80’s.

On his head he wore a cap designed by his mother Gunborg and knitted by Sätila. It be-came a symbol for the Swedish champion, and Sätila ramped up production and started growing fast.

”Today we sell our caps in 15 different countries,” says Lotta Persson, brand manager at Sätila of Sweden. ”We have designed more than 100 models for skiers, climbers, multi-sport athletes, snowboard riders and for everyday life in the city.”

A lot has changed since the company’s founder Johannes Nilsson opened his first small-scale factory in

the town of Sätila in 1910 and since Gunborg Stenmark started designing her legendary patterns. However, one thing hasn’t changed: all Sätila-hats are still knitted in Sweden.

”We take pride in the fact that we’re still Made in Sweden,” says Persson.

Knitted in Sweden

Sätila made the cap that Ingemar Stenmark wore when he out skied Phil Mahre, Bojan Krizaj and Pierro Gros in the 70’s and 80’s. Now skicross-ace Anna Holmlund, World Cup-winner 2010/11, and top skicross-skier Micke

Forslund are winning fresh victories in new Sätila hats.

siNce Their sTarT almost 20 years ago, Houdini Sportswear, Sweden, has been developing clothing in close cooperation with a small group of Houdini Friends. Eva Karlsson, CEO and head of Product Development, tells why Houdini has chosen to work with people like Swedish UIAGM-authorized moun-tain guide Carl Lundberg.

“We have always been innovative when it comes to product develop-ment. We spend years testing new materials and products before a gar-ment is ready to be used by enthu-siasts in the mountains all over the world. When we launch a new prod-uct, it’s because our Houdini Friends or ourselves have discovered that what exists on the market isn’t good enough for our needs – both the needs for technical performance, as well as for sustainability,” says Eva Karlsson and continues:

“Houdini Friends like Carl Lundberg have been with us since the very start. With Carl’s vast experience in the mountains, we get invaluable input. This way, we can be sure of the performance detailing each garment.” TogeTher WiTh The FrieNds

and supplier’s R&D departments, Houdini has been able to produce several new technical and durable materials that also are sustainable. More than 80 percent of Houdini’s range is made from renewable or recycled fiber, and an even greater percentage is fully biodegradable or recyclable.

“To work hard, play hard, have fun and create the best products, while at the same time reducing our environmental footprint, is what we’re all about at Houdini,” sum-marizes Eva Karlsson.

A beautiful friendship

Page 6: Scandinavian Outdoor News

iN The Middle oF JuNe, a brave group of international journalists successfully climbed 1000 meters above the fjords to Patchellhytta, a mountain hut in the rugged terrain of the Sunnmøre Alps on the western coast of Nor-way – all while wearing about 20 kilograms on their backs.

The journalists are members of the official jury for the Scandinavian Outdoor Award (SOA) and work

for numerous Euro-pean Outdoor and Sport magazines. Over the coming days, they would test and evaluate various products nominated for the 2011/2012 SOA-Award, with a main focus on innovation and sustainability. The JurY MeeTiNg was a part of the Outdoor Academy of Scandinavia (OAS), which is organized several times a year by the SOG and is directed toward journalists, retail-ers and tour operators.

Together with skilled staff from the partak-ing SOG-companies, participants discover the

beauty of Scandinavian nature while testing selected gear during different outdoor activities. Well-known play-ers, like Fjällräven, Bergans and Haglöfs, present their products along with smaller companies like Light My Fire, Gränsfors Bruk or Nanok. “The MiX oF larger and smaller companies with different product lines from several Nordic countries is one of the key factors behind the strong dynamics that have devel-oped within the SOG over the last few years. Most often the smaller companies are the biggest exporters and serve as a door opener for other businesses,” explains Martin Kössler, General Secretary of the SOG.

After five days in the beautiful nature of the Nor-wegian fjords, the SOA-jury chose the winners for the 2011/2012 Scandinavian Outdoor Award. The official awards ceremony was held during the OutDoor fair in the German town of Friedrichshafen in July 2011.

“The days we spent in the Fjord Norway-area were not only a tough test for the products we used, but also for us in the jury. The area is perfect for real and chal-lenging outdoor activities,” says Katja Lehmann, editor from NORR Magazin.

ISPO MUNICH, January 29 – February 1, 2012.

Connecting Sports Business Professionals.Connect with Sport Business Professionals from around the world at ISPO MUNICH 2012. It is the leading platform for Sports Business Professionals and the only multi-segmenttrade fair of its kind. Discover innovative products, learn about new brands and make valuable contacts with thousands of like-minded Outdoor Sports professionals.

ISPO MUNICH, January 29 – February 1, 2012.

Special offer!

Purchase your ticket online

now to save over 37%*:

www.ispo.com/ticket

*Offer valid for online purchase.

FJord NorWaY

iN The regioN called Fjord Norway you will not only find world famous fjords like the Geirangerfjord and Sognefjord, but also challenging mountains like the Sunnmøre Alps. The area has been a haven for trekking and climbing since British climbers started to come here in the 19th century.www.fjordnorway.com

tested in the wildthe Outdoor academy of Scandinavia has the most beautiful classrooms and a simple, yet effective pedagogy – learning by doing!

The ouTdoor acadeMY oF

scaNdiNavia (OAS) is Europe’s leading training event for the Out-door industry where journalists, re-tailers and tour operators are invited to take part. Over the years, more than 1000 participants from over 20 countries have been trained at OAS events. The events take place four to five times a year at different Scandinavian locations. www.scandinavianoutdoorgroup.com

ScaNdiNaviaN OutdOOr NewS 11

SOG News

Fjord Norway.com

Page 7: Scandinavian Outdoor News

Product News

ScaNdiNaviaN OutdOOr NewS12

The devold air vesT is composed of three layers. Both the outer and inner layers are knitted from 100 percent Merino wool.

”For the first time, we have managed to create a garment that is wind and rain proof with the use of a membrane in between two layers of Merino wool, while still maintaining all of the positive advantages of a wool garment,” says Dag Inge Sandvik, Export Manager at Devold.

Devold’s Expedition series has also undergone a change in design with new colors (black and red), as well as a new Hoddie model.

The eXpediTioN hoodie is a shirt with a close-fitting hood that fits easily under a helmet or hat to protect the throat and neck from the elements. Like the Zip Neck in the same series, the Hoodie features pulse warmers, which ensure the retention of body heat.

”It protects you down to -50 °C, but it is very comfort-able to wear in temperatures around zero,” says Sandvik.

The Hoodie and the other garments in the Expedition series are composed of two layers, where the inner layer is pure Merino wool. The outer layer is mixed with a little polyamide to provide improved durability. The clothing is also specially treated to transport sweat away from the body more effectively than other wool underwear, according to Devold.

The Expedition series is unisex and among the people currently using the garments are Norwegian polar explor-ers Cecilie Skog and Børge Ousland. The devold air coMes in a male and female version and features a front zip closure and several zip pockets. The chest pocket is adapted for mobile phones and mp3 players, and features a cable port.

“One of the advantages of wearing the vest during active pursuits is that it is highly protective and offers excellent freedom of movement,” says Dag Inge Sandvik.

Devold of Norway AS is an independent company that has produced wool clothing since 1853. The company serves two different markets, sports and leisurewear, as well as protective clothing.

Among its products are wool underwear, socks, headwear, various types of mid-layer garments and knitte d sweaters.

New ways to warm upa windproof and water repellent vest and a wool shirt with a close-fitting hood – that’s two new highlights from the Norwegian wool clothing maker devold.

The Expedition Hoodie provides ex-tra warmth for your head and neck.

Stay warm and free. Devold Air is a Merino vest composed of three layers of wool.

ready for new adventures

Skogstad Sport AS – 6793 Innvik – Phone: +47 57 87 67 70 – [email protected] – www.skogstadsport.no

Skogstad has been manufacturing affordable and functional sportswear for 75 years. We are based in Nordfjord, Norway, a region characterized by dramatic mountains, glaciers and fjords. Our designs have been consistently influenced by our surroundings. There have been significant developments since the first garments were made in 1937. Increasingly sophisticated textiles and innovative technical solutions have created a whole new range of options, although some things have remained the same: The nature, the weather and the quest for new adventures.

Visit our stand (A6-227) in Scandinavian Village at ISPO.

ISPO 2012 29 JAN – 1 FEB HALL A6, BOOTH 105

www.didriksons.com

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Scandinavia’s finest experiences

Page 8: Scandinavian Outdoor News

Business

ScaNdiNaviaN OutdOOr NewS14 ScaNdiNaviaN OutdOOr NewS 15

One big yearHestra has just completed its 75th anniversary with a record. Never before has the Swedish company manufactured so many gloves.

“We see posiTive development in all parts of the busi-ness, from manufacturing to sales,” says Claes Magnus-son, who runs Hestra together with his brother Svante.

In November 2011, Hestra inaugurated a new factory in Hungary, Hestra Hungary Kft. The new production facility joins the company’s two other factories in China: Eurogant and Pinghu Huashen Leather Co. Ltd. All three factories are joint ventures with Hestra owning 50 percent.

“With Hestra gloves being made in our own factories, we have full control over the quality, capacity and other important factors within production,” says Svante Magnusso n.

In recent years, Hestra has grown a lot internationally. The U.S. is one of the markets where Hestra has grown the fastest, thanks to its subsidiary Hestra USA, based in the town of Golden, outside Denver, Colorado. Over the

past five years, sales have nearly quadrupled – especially in the high-end segments.

“Before Hestra established itself in the U.S. there was a lack of quality gloves here. Our Alpine Pro category has filled an important gap in the U.S. market. In a major in-dustry ranking, Hestra placed as market leader within de-sign, color selection, fit and quality,” says Dino Dardano, CEO of Hestra USA. hesTra has NearlY 200 Models of gloves in ten categories. One of the fastest growing categories is Outdoor. In the Swedish market, the annual growth rate is close to 50 percent and a similar trend is also visible internationally.

“An advantage of the outdoor category is that it ex-tends the selling season, as many models are intended

for summer use,” says Magnus Jönsson, Sales Manager at the company headquarters in the town of Hestra, Sweden. aNoTher highlighT from this year’s anniversary was when Hestra’s concept store in Stockholm received a visit from five Swedish ski heroes this past November: Anja Pärson, Jens Byggmark, Stig Strand, Bengt Fjäll-berg and Ingemar Stenmark. Revenues from this heavily attended event went to the five skiers’ parent sporting club, Tärna IK Fjällvinden.

“Hestra has collaborated with the Swedish Ski Team since 1975. This was a unique opportunity for us to ex-plain the important role that the national team and its stars play in our product development,” explains Jönsson.

“Hestra has nearly 200 models of gloves in ten categories.”

a new grip on glove designhesTra Will lauNch three models with Ergo Grip; two within the Alpine Pro category and one in the Alpine Racing category. According to Hestra, the patented Ergo Grip construction takes pole grip to new heights. Hestra’s design director Marianne Knutsson-Hall explains.

“With Ergo Grip-construction, it is possible to sew gloves with extra curved fingers. Meanwhile, the amount of excess material is minimized, which makes the glove palms extra supple. It allows the hand to gain an even better grip on the pole handle, without having to over-grip, thereby losing energy. And Ergo Grip models have the same great comfort as the rest of Hestra gloves.”

Marianne Knutson-Hall also points out another new product: gloves with insulation made from wool fibers and cornstarch.

“At Hestra we have always liked wool! At Ispo we will present seven models with this new insula-tion favorite, which has all the good qualities of wool and is kind to the environment.”

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Page 9: Scandinavian Outdoor News

the waxing station. The wax master was always busy waxing clothes that the visitors had brought with them. Also, those who hadn’t heard about the G-1000 material before, were motivated to buy new trousers – so indeed, our experience so far has been exceptionally positive.” The WaXiNg sTaTioNs will be in stores just in time for the 2012 hiking season. By then, hundreds of “wax masters” will have been trained by Fjällräven, both in how waxing is done, and how G-1000 works in different situ-ations in the outdoors. It is hoped that this will contribute to a better store experience – and ultimately, happier customers and higher sales.

“In addition to sharing practical outdoor skills and showing how easy it is to wax a garment, the waxing stations contribute to something exciting happening on the store floor. We are confident that it will not only attract visitors to the stores, but also create interesting dialogues between store personnel and their customers,” says Engström.

iF You have ever BoughT a good pair of leather shoes, you know that caring for them with leather balm prolongs their life and improves their function. And shoe stores are great at providing creams, oils and plenty of other products to help you do it.

This, however, is not as common when it comes to outdoor clothing. You buy a jacket or a pair of pants, then say goodbye – you are welcome back when you need a new one. You wash the garment, perhaps spray it with waterproofing, but otherwise apply no special treat-ment. Instead, stores try to lure you back in by offering other gadgets.

But there are those who are trying new approaches. Fjällräven wants outdoor clothing to last longer and is therefore rolling out 94 waxing stations in selected outdoor shops around Europe. At these stores, owners of Fjällräven clothing made from G-1000 can come and get help impregnating the material.

“G-1000 is an extremely durable, functional and adaptable material,” explains Jerry Engström, Marketing

Manager at Fjällräven. “With more Greenland wax, you get a tighter weave that can withstand rain, wind and wear. It also increases the life of the garment. When you plan to use the garment in warmer environments, just wash it to remove the wax and get a cooler garment with more ventilation.”

“Both our dealers and ourselves get a lot of questions about how to wax, and as a service to our users, we de-cided to offer waxing in some stores. It is a way for both our dealers and us to show that we care.” duriNg auTuMN 2011, Fjällräven tested the concept and toured with a waxing station in German stores like Globetrotter, Sports Reischmann, Biwak and Intersport Montafon. One stop on the waxing tour was Globewelt, a five-day outdoor festival at the large Globetrotter store in Munich.

“The feedback from the stores has been great,” says Theresa Alig from Fjällräven in Germany. “For example, Globewelt had 20,000 visitors and many came to visit

taking care

Retail

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wear and tear has never been a tune that Fjällräven has liked. Now, the Swedish outdoor company, together with selected retailers, is taking a new approac h by helping clients increase the functionality and extend the life of their outdoor garments even more.

Proven and naturalTo WaX or grease clothing in order to help them stand up to moisture is old knowledge that has end-ed up a bit shadowed by “technical” waterproofing sprays. However, interest is increasing again, not least because it is a environmentally friendly way to increase the material’s wind-and water-resistance and to help extend the garment’s life.

Fjällräven’s founder Åke Nordin launched the G-1000 fabric back in the 1960s. From a durable tent canvas, he sewed a climbing jacket that he im-pregnated with a mixture of beeswax and paraffin. The jacket, called the Greenland Jacket, became a best seller and remains in production today. And the material, G-1000, is a classic that has demonstrated its versatility and strengths on many adventures over the years.

94 wax stations all over Europe – Fjällräven is launching one of the big-gest campaigns ever.

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Product news

Natural feeling on the trail

The idea BehiNd the BIOM Hike boots is the same as behind the running shoes that Ecco has released over the last two years: a snug, low fit with optimized cushioning.

The new boot’s last and soles are anatomically shaped, so they fit closely to your foot and offer im-proved comfort.

According to Ecco, by positioning the foot closer to the ground, you will have a more natural feel.

”The heel and forefoot are shaped, rounded and of-fer a smooth heel strike and push-off,” says Alexander Nicolai, head of the Sport Business unit at Ecco. “The flexibility of the forefoot will allow your feet to activate more muscles.”

Depending on the model, weight is a mere 560–630 grams per shoe. For hiking, this is lightweight, but com-

pared with Ecco’s running shoes, the new boots are still heavy-duty workhorses.

”The hiking boots will be worn in the mountains and on tough trails, places where you need the extra support and protection,” says Nicolai.

The BioM hike has rugged rubber outsoles to deliver grip, traction and shield the feet from stones, as well as the cold ground. They are also equipped with an ana-tomical foam layer, which provides a comfortable fit. The winter version features extra insulation around the foot.

For added stability, the boots even have an external heel cap that supports the heel while still being flexible.

The BIOM run concept has been developed by the Ecco Performance group in close cooperation with the

Sport University in Cologne. For the newly developed BIOM Hike, work has been focused on the body¹s natural ability to balance itself when walking on rocky trails and up and down steep slopes.

“iT Took a loT oF TesTiNg in labs and on the road, but I’m really proud that we could follow through and get a really innovative line of shoes out on the market,” says chief designer Ejnar Truelsen, who has played an integral role in the development of the brand since he started in 1971.

In 2009, Ecco introduced the BIOM Run, designed as a natural running shoe. Next out on the market was the BIOM Walk, a shoe based on the same principle

as the running shoes, but aimed more at walking. Then came the Train, an all-round training shoe for fitness-related activities from running to classes at the gym.

This year, Ecco presented the light-weight shoe BIOM Lite with a super-thin outsole. At the same time the company also released a shoe for off-road running called the BIOM Trail.

Now, Ecco has a full family of BIOM-footwear. The hiking boot is an important contribution to the brand; outdoor has the biggest percentage of total sales for per-formance products.

“My dream is to take my ideas a step further and develop even lighter and simpler shoes,” says Truelsen.

First, ecco created a new range of shoes for running and walking. Now, the danish shoemaker has gone off-road with a new lightweight hiking boot.

“it took a lot of test-ing in labs and on the road.”

Ecco Chief Designer Ejnar Truelsen has been leading the work with the BIOM shoes and boots.

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R & D

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priMaloFT is cooperaTiNg with Houdini, as well as other leading brands from Scandinavia, like Norrøna, Helly Hansen, Hestra, Haglöfs and many other SOG members.

“We don’t want to be just a vendor of our products,” says Jochen Lagemann, Sales and Marketing Director at PrimaLoft Europe. ”We want to be a strategic partner in the entire process – from the development of a new product, to the education of the sales people, retailers and the marketing.”

At last year’s Ispo fair PrimaLoft introduced Synergy, an insulation technology engineered for sleeping bags and jackets.

”Synergy is a further development of PrimaLoft’s Infinity-insulation. They’re both high loft con-tinuous filament insulations, which means that they are very ”fluffy” and don’t consist of many short fibers, rather one long fiber that ”snakes” like a climbing rope inside the fabric,” explains Lagemann.

This Year sYNergY is FeaTured in for example Houdini’s Cloud Nine T-neck, a lightweight mid-layer jacket that can be used under your shell instead of fleece or a lightweight down jacket. The fabric is soft, light and highly breathable in combination with the non-migrating insulation.

Another recent joint project is Haglöfs’ Barrier Pro Hood; a very compressible, lightweight, wind resistant, hooded jacket, insulated with PrimaLoft One.

Also, there is the 66°NORTH Vatnajökull jacket with PrimaLoft One insulation, a women’s jacket that is light-weight, compressible and made for both multipurpose backcountry use, as well as for strolling the city streets.

”Today, many thermal-protection jackets use Prim-aLoft as filling,” says Lagemann.

A fourth example of PrimaLoft’s cooperation with clothing brands is Lundhags’ Gusta Jacket, available in both male and female versions. The jacket will have Pri-maLoft Eco-insulation to shield the wearer from the cold.

These are just a few examples of where PrimaLoft has developed a strategic partnership with a brand and has been able to tailor the demands for a specific product.

At the same time PrimaLoft is enlarging their share in fashionable city clothing. Both the Swedish fashion brand J.Lindeberg and Norwegian UBER uses PrimaLoft insulation in their urban jackets.

priMaloFT iNsulaTioN was originally developed for the US Army as a water-resistant synthetic alternative

to down.According to PrimaLoft, their products

mimic the structure of down and have the advantages of down filling (lightweight, traps a lot of air and is highly compressible).

“However, our synthetic polyester filling also gives you better water-repellency and the capacity to retain heat even in extreme wet conditions,” says Lagemann.

PrimaLoft has a good reputation among retailers and in the outdoor media. Yet some shoppers have second thoughts about PrimaLoft because of its relatively thin appearance compared to puffy down jackets.

Fabian Lidberg, Store Manager at Swedish outdoor retailer Naturkompaniet, explains.

“Ten years ago there was a big difference between synthetic fibers and down. Sleeping bags and jackets with synthetic filling took up a lot of space and were heavier, especially if they were to withstand cold tem-peratures. Over the last few years, the synthetic materi-als being developed are now warmer, lighter and more compressible.”

Gone are the days when wool and down easily outper-formed synthetic fibers. Together with several outdoor brands, PrimaLoft has developed some new materials that are real alternatives to what nature can offer.

challenging down

“we want to be a strategic partner.”

66°North Vatnajökull jacket.Haglöfs’ Barrier Pro Hood.

Houdini Cloud Nine T-neck.

Page 12: Scandinavian Outdoor News

Business

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Business

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Meet us in the Scandinavian Village

a6.205Klättermusen’s designers are as fear-less as they are environmentally con-scious. The products they design have unique solutions that follow the Klätter-musen motto “maximum safety for you, minimum impact on nature.” The prod-uct line consists of shell jackets and trousers, wind-proof garments, under-wear, sleeping bags and backpacks. www.klattermusen.se

a6.120Woolpower produces underwear, shirts, socks and accessories from the highest quality Merino wool. As they like to say: “We offer warmth, care, function and a lot of knowledge about the cold.” In addition to Woolpower clothing being used by outdoor enthusiasts and the military, it can also be seen in a growing number of fashion magazines. www.woolpower.com

a6.225Lundhags 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, the company also sells clothing, back-packs and other outdoor equipment developed in the same tradition. www.lundhags.com

a6.122Textile know-how combined with a harsh Swedish climate encour-aged Johannes Nilsson to start a hat factory in Sätila, Sweden, in 1896. Since then, Sätila has knitted all types of headwear for people who value excellence, comfort and style. The collection ranges from fashionable to functional and embraces an eco-friendly ap-proach to fabrics and production. www.satila.com

a6.3198848 Altitude was established in 1990 while designing equipment for the first successful Swedish ascent of Mount Everest. Ever since, 8848 Altitude has been developing innovative, technical clothing for skiers and outdoor enthusiasts.8848 Altitude is available in more than 600 stores in 23 countries, and the brand is appreciated for high function-ality, quality and modern Scandinavian design. www.8848altitude.com

a6.219”Freedom to be active – in any weather” is the motto of Reima. The Finnish manufacturer is renowned for its functional, high-quality children’s outdoor clothes and footwear for ages 0 to 12. Maybe the secret lies in the real-world testing, where Reima has chosen the world’s most frank and ruthless test team of all kinds – kids themselves.www.reima.fi

a6.207Viktor Haglöf made his first backpack in 1914 and his company grew slowly but surely until the year 2000, when things really started to take off! Since then, Haglöfs has established itself as a highly respected player within the international outdoor arena. Today, Haglöfs makes nearly one million quality products every year in the hardware, footwear and clothing segments. www.haglofs.com

a6.201Since 1960, Fjällräven has developed durable, functional and timeless out-door equipment. It all started with an innovative backpack designed for long treks in the Swedish mountains – for-ever Fjällräven’s “heartland”. Now, the classic outdoor company with its pop-ular equipment has won the hearts of outdoor enthusiasts all over the world. www.fjallraven.com

a6.109Tretorn creates performance and leisure products for a lifestyle lived largely outdoors. The range of prod-ucts includes footwear like sneakers and rubber boots for hunting, hiking, safety/occupational, casual wear and performance riding, as well as appar-el and tennis balls. The company was founded in 1891 in Helsingborg, Swe-den, where it remains headquartered. www.tretorn.com

a6.101One of the world’s most active 103-year-olds, Norway’s largest outdoor company was born in 1908 when Ole F. Bergan invented a backpack with an anatomical carry system. Backpacks are still one of Bergans of Norway’s trademarks, but through tradition and innovation, the company also manufactures high-quality tents, sleeping bags and clothing. www.bergans.com

a6.215For Ecco, it was a natural step forward to enter the outdoor world. The Danish footwear brand has succeeded in all segments tested. The high quality of every Ecco shoe is a result of the entire manufacturing chain being owned by the company – from design, tanneries and factories, to their own stores. Ecco outdoor footwear is available in three categories: Mountain, Terrain and Aqua. www.ecco.com

a6.111Based 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. www.lightmyfire.com

a6.110Some people say: to survive in Iceland you need to be brave, have a good sense of humor and wear 66°North clothing. The company has been keep-ing Iceland warm since 1926. The name reflects the latitude 66°N; the Arctic Circle. Today, 66°North produces a wide range of both protective and streetsmart clothing, influenced by the fascinating Icelandic environment. www.66north.com

a6.106Houdini’s mission is what they call “core comfort for body and soul”. This means no compromises when it comes to performance, sustainability and style. For this season, the Swedish company has created products made from 80 percent recycled fibers, and the even better part is that every garment is recyclable. This means you can dress sustainably in Houdini – from underwear to outerwear. www.houdinisportswear.com

a6.114Dale of Norway recommends you stay close to nature. The company itself has been doing so since it was established in the picturesque village of Dale, in 1879. Dale of Norway is the largest producer of traditional wool knitwear, and its modern sports collection proves that wool is equal to – some would say better than – high-tech materials. www.dale.no

also members of SOG: Gränsfors Bruk, Seger, Polygiene, Point 65, Nanok, Feelmax, tentipi, trangia, walkstool, Optimus, Primus, Silva, Helsport, Hilleberg

a6.118Anyone who has ever run on slippery ground or snow understands why Icebug shoes are needed. Icebug is the market leader in providing traction and solving the problem of slipping while training, which they do through a number of patented technologies. Whether trail running, winter running or winter walking – Icebug offers injury prevention and the freedom to stay active all year round. www.icebug.se

a6.217A Hestra glove is composed of 109 parts and assembled with the highest level of precision. While some brands introduce many different products over the years, Hestra has remained a glove manufac-turer since it was established back in 1936. And rather than develop different products, Hestra focuses on making theirs better and better every year. To-day, Hestra is one of the world’s leading glove manufacturers for the outdoors. www.hestragloves.com

a6.108Isbjörn of Sweden has set a new standard in outdoor clothing for kids. With a design and quality comparable to the best of outdoor wear for adults, Isbjörn of Sweden is keeping more and more kids warm and dry in all weather conditions. The company also has a strong commitment to the environment. And the name Isbjörn? It is Swedish for polar bear. www.isbjornofsweden.com

a6.105One 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, welldesigned and functional clothing are the company’s main focus. Didriksons’ clothing is characterized by a consist-ent and modern look, the result of close cooperation between the company’s fashion and technical designers. www.didriksons.com

a6.107Viking is an outdoor footwear special-ist 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. www.vikingfootwear.com

a6.113Many cold regions of the world have been explored by people wearing underwear from Devold of Norway. The company has supported Norwegian polar and climbing expeditions for over 100 years, but the company is even older. It was started in 1853. Still today, Devold manufactures high quality underwear, shirts, jackets and socks from the finest Merino wool. www.devold.com

a6.115For more than 80 years, Norwegian Aclima has kept the heat turned up, delivering sports underwear that perform in cold climates. Being one of the few clothing companies that still makes its products in Norway, Aclima develops its warm, soft and breathable products just a snowball’s throw from the famous Norefjell ski resort. www.aclima.com

a6.213In recent years this renowned Swed-ish company has become more of an urban brand. Now, the modern look has been preserved, but functionality has returned to Tenson’s roots – the outdoors, skiing and marine activi-ties. Tenson’s new design team has managed to combine comfort, style and quality into the new collection. www.tenson.com

the leading outdoor brands from Scandinavia look forward to your visit.

The Scandinavian Outdoor Group (SOG) was founded in 2000 as an industry initiative to serve outdoor retailers and media in export markets. It unites well-respected outdoor gear manufacturers from all five Nordic countries: Norway, Sweden, Finland, Denmark and Iceland. The head office is located in Gothenburg, Sweden.www.scandinavianout-doorgroup.com

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a4.102Thule is the world leader within sports and utility transportation offering accessories for active families, outdoor enthu-siasts and professionals who want to transport their gear safely, easily and in style. The product portfolio comprises rooftop boxes, roof rails, bike carriers, kayak carriers, ski carriers, trailers and much more. The company is headquartered in Malmö, Sweden. www.thule.com

a3.202This family-owned Nor-wegian company makes high-end outdoor clothing through a design approach they call “loaded minimal-ism”. The Norwegian heritage is clear. The stylish and super-functional clothing speaks of a long tradition of outdoor life in Norway and Norwegian expeditions around the world. www.norrona.com

B3.302Craft of Scandinavia is the pioneer of function ap-parel. The Sweden based company has devoted itself to developing innovative clothing built to withstand extreme requirements in all conditions. Craft’s founda-tion is a close cooperation with its many sponsored athletes and national teams competing in cross-country skiing, biking, orienteering and more. www.craft.se

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WINTERScandinavian Village

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Bergans of Norway has contributed to set the standard for the world’s most advanced outdoor equipment since 1908.

www.bergans.com

BERGANS OF NORWAY This is your opportunity to experience the performance and comfort of outdoor equipment from the specialist winter brand Bergans of Norway.

Witness new innovations featuring Ski Award winning Dermizax™NX technology, and base layer from the �nest high quality Merino wool – always inspired by the stunningly beautiful Norwegian wilderness.