Join Scandinavia’s top brands an business associates

at our first B2B Outdoor Summit, for two days of immersive,

hands on seminars covering the latest strategies and topics

in the outdoor industry. Advance your traditional skills

while expanding your knowledge and expertise in all necessary

areas of commerce today.

M I S S I O N

The Scandinavian Outdoor Summit features a wide variety

of hot topics on tomorrow’s commerce. Make sure to bring relevant

competence from your company to cover all areas.

SUSTAINABILTY • E-COMMERCE • SUPPLY CHAIN MANAGEMENT

IP-STRATEGIES • BUSINESS INTELLIGENCE • CAPITAL MARKET

TREND & DESIGN • RESEARCH & INNOVATION

TOMORROW’S OUTDOOR USER FROM A TOURIST PERSPECTIVE

T O P I C S

S P E A K E R

Mark Held, Secretary General European Outdoor Group (EOG):

Sustainability in the Outdoor Industry

For businesses to succeed in the 21st Century there are a few crucial issues that cannot be avoided.

One of these is Sustainability and the impact that businesses have on the world around them and this

presentation will seek to put the whole issue in context, both in terms of the business case for

sustainability and also the practical steps that any company can take, whatever size they are.

Thomas Lipke, Managing Director and Stockholder of Globetrotter Ausrustung:

The future of retailing

From the absolute frontline of modern outdoor retail comes a report on the major retail trends in the

future. Follow the success story of a store, which has remained the benchmark for a long time, and

listen to their ideas on how to remain in that position.

Mats Andersson, Supply Director of Workwear within the Hultafors Group:

A paradigm shift in global sourcing

In a fast changing production environment, companies will need a drastic change in supply chain

management. How will we, as customers, meet this future in a world of global change beyond our

control? Mats Andersson is one of the most experienced persons in the area of supply chain

management with over 30 years in the field and more than two decades of trade experience within the

Asia-Pacific region

P R O G R A M

P R O G R A M

Susanna Campbell, Investment Director Ratos:

Haglöfs – from a small town company to a 1 billion SEK global brand

Building a strong and successful brand is a two way relationship between owners and the company.

Susanna Campbell, Investment Director at Ratos talks about active ownership from an investor point

of view. This is a subject which is becoming more and more relevant in the outdoor industry today. As

a background lies the successful journey of Haglöfs from a small town company to a global brand.

Mats Hedblom, Senior Advisor at Haglöfs and former CEO co-hosts the presentation on stage.

Mats Georgson, CEO Georgson AB, Business Strategy & Brand Management:

Brand driven organizations – how to turn theory into practice

We all know that a strong brand is important, but most organizations still have very dim views of how

brand management really should work in practice. How do you make sure there is one clear brand

strategy that guides everything from product development, R&D initiatives, and marketing

communications to customer interaction? Mats will guide us through how a complete brand

management system works in practice.

Andreas Gyllenhammar, Environment and Climate Strategist Sweco:

Stay competitive with a sustainable strategy

By taking the global picture and focusing on what it means for specific sectors, such as Swedish alpine

destinations, Andreas has found a way to help companies understand their role in global development,

the business opportunities open to them and how they can communicate their sustainability efforts in a

credible way. This seminar is of vital importance to any brand and/or market division who wants to stay

up to date in an increasingly conscious industry.

Joakim Jardenberg is the founder and CEO of Mindpark AB:

Social changes everything

Senior advisor in all things internet and media. Old, new, digital. Some call him a social media

therapist. CEO whisperer (with five CEO:s, all from Swedens top-25 largest corporations on his current

roster) Business angel and investor in early stage tech startups like Videoplaza, Planeto and more.

Joakim Jardenberg write, lecture, speak, facilitate and moderate large and small groups.

Oliver Wang, Senior Project Manager MMI Shanghai Consumer Goods Department:

Made in China – Made for China

What is really happening on the world’s largest market today? Oliver Wang gives a deep insight

market analysis of the situation on one of the most interesting markets today in the outdoor industry.

Ed Stevens, Founder and Chief Executive Officer Shopatron:

The Future of eCommerce for Branded Manufacturers

Branded Manufacturers are seeing a fundamental shift in how consumers interact with them. While in

the past, most consumers experienced a brand through retailers, now consumers can go directly to a

manufacturer's website. In fact, 58% of consumers start their brand research at a manufacturer's

website. To engage consumers and offer the convenience desired, manufacturers are being drawn into

eCommerce. What are the options for selling online as a manufacturer? Can direct servicing of the

customer be accomplished while strengthening retailer relationships?

Learn the answers to these questions and learn about key trends online for branded manufacturers in

this informative seminar.

P R O G R A M

Dr. Peter Fredman, Professor in nature-based tourism at the European Tourism Research Institute

(ETOUR) and Mid-Sweden University, Campus Östersund & Dr. Mike Yuan, Professor in the School

of Outdoor Recreation, Parks and Tourism at Lakehead University, Thunder Bay, Ontario, Canada:

Outdoor Consumer behaviour – Markets and Measures

The demand of outdoor products is highly correlated with the interest in outdoor recreation

participation. Changes in participation rates are reflected by broader changes in society such as

urbanization, globalization and technical development, but also more specific factors like climate,

accessibility and environmental characteristics. Both on-site and population studies of outdoor

recreation participation are available in many countries, but units of measurement and methodology

are seldom harmonized. While figures from such studies are to sometimes hard to interpret in terms of

market characteristics and willingness to consume, data on participation in recreation activities should

provide valuable input to strategic market analyses.

Gunnar Hjalt, Attorney at law Awapatent:

Protecting your brand in a global world.

P-strategies for the Chinese market. Important considerations and case studies from one of

Scandinavia's leading consulting companies in Intellectual Property rights.

Frederic Hufkens, CEO of the A.S. Adventure Group:

Future demands on outdoor retailing

P R O G R A M

Martin Lankes, Product Specialist Outdoor Gore-Tex® and Windstopper® Fabrics: Product development process in response to market needs

Erik Bresky, Headmaster of Textile University of Borås:

Future vision for the Textile Industry

Barbara Smit, Editor, Assistant Editor Sporting Goods Intelligence (SGI)

Moderator & Organisation

Mats Hedblom, Senior Advisor Haglöfs

Moderator & Organisation

Petra Hilleberg, Owner, Hilleberg the Tentmaker

Moderator & Organisation

P R O G R A M

Location: Copperhill Mountain Lodge

Cost: 2 895 SEK exkl. moms. (320 EUR ex VAT), 2 495 SEK exkl moms (270

EUR ex VAT) for SOG Members

Banquett included Thursday night, 15% discount on Ski rent and Skipass for

Summit participants

Booking: http://outdoorsummit.se/registration.html

Booking accommodation: www.outdoorsummit.se

Questions concerning accommodation: info@bokaare.se

Questions concerning travel: www.outdoorsummit.se (web-form)

E-mail: info@outdoorsummit.se

Phone: +46 (0)31 209 910

Latest day of booking: 21 March 2011

Please note that the number of tickets are limited to 300!

P R A C T I C A L I N F O

This is your chance to take part in Europe’s largest

B2B get-together for the outdoor industry!

Register today:

www.outdoorsummit.se/registration.html

Facebook us and stay connected:

www.facebook.com/scandinavianoutdoorsummit

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R E G I S T R A T I O N

Supporting Partners

S P O N S O R S