News - Scandinavian Outdoor Group

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

Worn by
Norwegians
since 1853
www.devold.com
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 very
popular, and renowned
Arctic explorers,
including Ellsworth,
Amundsen and Nansen
choose Devold ® knitted
products for their
expeditions.
Foto: Fred Jonny
this is Scandinavia
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 Dundee
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 sharing
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
More info about sog: www.scandinavianoutdoorgroup.com or contact
Jonas Hellentin, jhellentin@scandinavianoutdoorgroup.com / tel +46 31 20 99 10
Big aNd sMall
04 Product news from Fjällräven and Isbjörn of Sweden.
coMForT or sporT?
05 Leisure from Viking and Ivanhoe, running with Icebug.
perFecTioN iN deTails
06 Bergans new wool line. Meet Rudholm and Haak.
NeW TradiTioNs
07 Dale of Norway takes knitting to a new level.
Make good FrieNds
08 Pay a visit to Sätila and Houdini Sportswear.
TesTgrouNd vaTNaJÖkul
09 Leifur Orn Svavarsson helps 66°North with R&D.
oas iN FJord NorWaY
11 Outdoor journalists and retailers on an educational trip.
WiNTer WarM
12 Devold of Norway shows the way to warmth.
a Year To reMeMBer
14 Hestra celebrated their 75th anniversary in style.
MasTer oF WaXiNg
16 In 2012, Fjällräven teaches the art of waxing clothes.
sTeadY sTeps
18 Ecco launches the new Biom Hike boots at Ispo.
a sTraTegic choice
20 Why Scandinavian brands choose Primaloft.
This magazine is produced
by scandinavian
Norr publishing aB.
www.norrmagazin.de
cover phoTo:
MaTTias FredrikssoN
Presenting partner
a smorgasbord
of SOG-events
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.
SOG News
BesT iN TesT
You caN also see all the nominated
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.
WarM up aT WoolsTreeT
are 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 Scandinavian
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.
ScaNdiNaviaN OutdOOr NewS 3
www.woolpower.se

Product news
expedition-worthy
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 examples
from the collection that will endure long days spent
outdoors, whatever the season.
Smart functions offer great possibilities for adjustment
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 follows
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 environmental
impact and ensure a long product lifetime.
4
A tough one
chaNgiNg WeaTher conditions are no match for
the Barents Parka from Fjällräven. This durable,
waterproof and warm G-1000 parka has a
protective hood and many
practical pockets. The
Hydratic membrane protects
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 provides
excellent protection
against wear and tear.
Reuse and repair
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 sustainability
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.
ScaNdiNaviaN OutdOOr NewS
Keep warm in style
WeariNg 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.
Get a grip
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 recently
earned the title ”Best in Test” in the Swedish Runner’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 toward
the sole’s
surface, but
when you hit a
slippery surface,
Warm weaves
ivaNhoe, new development member of
SOG, is involved in the outdoor world’s hottest
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,” explains
Marketing
Manager Anna
Göthager.
the studs protrude and give you a firm grip,” explains
Karin Lundqvist, Director of Design and Development
at Icebug.
Product news
Though greaT For aNYoNe speNdiNg time on
slipper y surfaces, Anima BUGrip is not for the beginner.
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 version
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.
ScaNdiNaviaN OutdOOr NewS 5

Product news
Bergans down under
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 position
within the company’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, Marketing
Communication Manager at
Bergans.
The NeW Base laYer
range comes in four different
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 sustainable
and reusable packaging.
it’s all about the details
6
ScaNdiNaviaN OutdOOr NewS
“Our mission is to constantly
bring inspiration and innovation
to all garment accessories
from design to distribution”
The producTs NoMiNaTed for the Scandinavian
Outdoor Award will be presented for the
second consecutive year, in cooperation with
Rudholm & Haak, in an exhibit in the Scandinavian
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 supplier
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 antibacterial
coatings.
“We are proud of this because it is
important to us, and for the outdoor industry,
to work on sustainable solutions,” says
Svensson.
Art work: RH4945J
Brand: Rudholm & Haak
Date: 19.12.11
Description: Bild till ISPO annons
wool passion
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 decade,
using the same blend
of Norwegian wool and
in the same small town of
dale located just outside
of Bergen, Norway.
iF TradiTioN is oNe side to the brand
Dale of Norway, innovation is another. In
the company’s lab, traditional wool sweaters
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 simple
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 concept:
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.
Product news
ScaNdiNaviaN OutdOOr NewS 7

Business R & D
Knitted
in Sweden
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 became
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
A beautiful friendship
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 mountain
guide Carl Lundberg.
“We have always been innovative
when it comes to product development.
We spend years testing new
materials and products before a garment
is ready to be used by enthusiasts
in the mountains all over the
world. When we launch a new product,
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,” summarizes
Eva Karlsson.
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.
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.
vatnajökull in
merciless weather
it was a hard and dangerous trip, but
the three italians really wanted to cross
vatnajökul l in the middle of the winter.
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.
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 create
better clothing.
“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 garments
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 polyurethane
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.
8 ScaNdiNaviaN OutdOOr NewS
ScaNdiNaviaN OutdOOr NewS 9

ISPO MUNICH, January 29 – February 1, 2012.
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Connect with Sport Business Professionals from around the world at ISPO MUNICH 2012.
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tested in the wild
the Outdoor academy of Scandinavia has
the most beautiful classrooms and a simple,
yet effective pedagogy – learning by doing!
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 Norway
– 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-
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
Fjord Norway.com
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, retailers
and tour operators.
Together with skilled
staff from the partaking
SOG-companies,
participants discover the
beauty of Scandinavian nature while testing selected
gear during different outdoor activities. Well-known players,
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 developed
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 Norwegian
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 challenging
outdoor activities,” says Katja Lehmann, editor
from NORR Magazin.
The ouTdoor acadeMY oF
scaNdiNavia (OAS) is Europe’s
leading training event for the Outdoor
industry where journalists, retailers
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
SOG News
ScaNdiNaviaN OutdOOr NewS 11

Product News
The Expedition
Hoodie provides extra
warmth for your
head and neck.
New ways to warm up
a 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 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.
12
ScaNdiNaviaN OutdOOr NewS
Stay warm and free.
Devold Air is a Merino
vest composed of
three layers of wool.
”It protects you down to -50 °C, but it is very comfortable
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 explorers
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.
NORR DAS SKANDINAVIEN–MAGAZIN NÅIDDE JÖNKÖPING KOPENHAGEN TARFALA KEMI HURRUNGANE HELSINKI KILPISJÄRVI
AUSGABE 4/2011
NORR
MADE IN SWEDEN!
DAS SKANDINAVIEN MAGAZIN
Gear Guide
12
Gut ausgerüstet
für den Aufstieg
Outdoor
Das Hochland
von Småland
Die schönsten
Reisen
SKIHÜTTEN
Lappland
ohne Kitsch
Musik
Nordische Bands
mischen Berlin auf
K u n s t
Fotografie wird
Mainstream
SKITOUR EN
im Auge des Sturms
Morgedal Telemark für Anfänger Kemi Auf dem arktischen Eisbrecher
Scandinavia’s finest experiences
ready for new
adventures
ISPO 2012
29 JAN – 1 FEB
HALL A6, BOOTH 105
www.didriksons.com
Visit our stand
(A6-227) in
Scandinavian Village
at ISPO.
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.
Skogstad Sport AS – 6793 Innvik – Phone: +47 57 87 67 70 – firmapost@skogstadsport.no – www.skogstadsport.no

Business
PhOtO: MattiaS FReDRikSSON
One big year
Hestra 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 business,
from manufacturing to sales,” says Claes Magnusson,
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 industry
ranking, Hestra placed as market leader within design,
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 extends
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 Fjällberg
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 explain
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 design
hesTra 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 insulation
favorite, which has all the good qualities of
wool and is kind to the environment.”
14 ScaNdiNaviaN OutdOOr NewS
ScaNdiNaviaN OutdOOr NewS 15

Retail
taking care
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.
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 treatment.
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 decided
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
94 wax stations all over
Europe – Fjällräven is
launching one of the biggest
campaigns ever.
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 situations
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.
Proven and natural
To WaX or grease clothing in order to help them
stand up to moisture is old knowledge that has ended
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 impregnated
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.
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ScaNdiNaviaN OutdOOr NewS 17

Product news
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.
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 improved
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 offer
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 anatomical
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
Ecco Chief
Designer Ejnar
Truelsen has been
leading the work
with the BIOM
shoes and boots.
“it took a
lot of testing
in labs
and on the
road.”
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 lightweight
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 BIOMfootwear.
The hiking boot is an important
contribution to the brand; outdoor has the
biggest percentage of total sales for performance
products.
“My dream is to take my ideas a step
further and develop even lighter and simpler
shoes,” says Truelsen.
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ScaNdiNaviaN OutdOOr NewS 19

R & D
Houdini Cloud Nine T-neck.
challenging
down
Gone are the days when wool and down easily outperformed
synthetic fibers. Together with several outdoor
brands, PrimaLoft has developed some new materials
that are real alternatives to what nature can offer.
Haglöfs’ Barrier Pro Hood.
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.
“we want
to be a
strategic
partner.”
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 lightweight,
compressible and made for both multipurpose
backcountry use, as well as for strolling the city streets.
”Today, many thermal-protection jackets use PrimaLoft
as filling,” says Lagemann.
66°North Vatnajökull jacket.
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 PrimaLoft
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 temperatures.
Over the last few years, the synthetic materials
being developed are now warmer, lighter and more
compressible.”
20 ScaNdiNaviaN OutdOOr NewS
ScaNdiNaviaN OutdOOr NewS 21

Business
Meet us in the
Scandinavian Village
the leading outdoor brands from Scandinavia look forward to your visit.
a6.107
Viking is an outdoor footwear specialist
from the world’s toughest test lab
– Norway. The company, which started
with rubber boots in 1920, is now the
leading supplier of outdoor footwear
to the Nordic countries. The company
sells more than two million pairs of
boots, shoes and other footwear each
year and is one of the biggest suppliers
of Gore-tex®-footwear in the world.
www.vikingfootwear.com
a6.115
For 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
a6.213
In recent years this renowned Swedish
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 activities.
Tenson’s new design team has
managed to combine comfort, style
and quality into the new collection.
www.tenson.com
a6.108
Isbjörn 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
a6.118
Anyone 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
a6.215
For 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
a6.109
Tretorn creates performance and
leisure products for a lifestyle lived
largely outdoors. The range of products
includes footwear like sneakers
and rubber boots for hunting, hiking,
safety/occupational, casual wear and
performance riding, as well as apparel
and tennis balls. The company was
founded in 1891 in Helsingborg, Sweden,
where it remains headquartered.
www.tretorn.com
a6.120
Woolpower 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
a6.217
A 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 manufacturer
since it was established back in
1936. And rather than develop different
products, Hestra focuses on making
theirs better and better every year. Today,
Hestra is one of the world’s leading
glove manufacturers for the outdoors.
www.hestragloves.com
a6.110
Some 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 keeping
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
a6.122
Textile know-how combined with a
harsh Swedish climate encouraged
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 approach
to fabrics and production.
www.satila.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
also members of SOG: Gränsfors Bruk, Seger, Polygiene, Point 65, Nanok, Feelmax, tentipi, trangia,
walkstool, Optimus, Primus, Silva, Helsport, Hilleberg
22 ScaNdiNaviaN OutdOOr NewS
a6.101
One 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
a6.111
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.
www.lightmyfire.com
a6.201
Since 1960, Fjällräven has developed
durable, functional and timeless outdoor
equipment. It all started with an
innovative backpack designed for long
treks in the Swedish mountains – forever
Fjällräven’s “heartland”. Now, the
classic outdoor company with its popular
equipment has won the hearts of
outdoor enthusiasts all over the world.
www.fjallraven.com
a6.225
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,
the company also sells clothing, backpacks
and other outdoor equipment
developed in the same tradition.
www.lundhags.com
a6.105
One of Scandinavia’s fastest growing
apparel companies is Didriksons. From
the beginning, the company made
clothing for fishermen on the west
coast of Sweden. Today, welldesigned
and functional clothing are the
company’s main focus. Didriksons’
clothing is characterized by a consistent
and modern look, the result of close
cooperation between the company’s
fashion and technical designers.
www.didriksons.com
a6.113
Many 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
a6.205
Klättermusen’s designers are as fearless
as they are environmentally conscious.
The products they design have
unique solutions that follow the Klättermusen
motto “maximum safety for you,
minimum impact on nature.” The product
line consists of shell jackets and
trousers, wind-proof garments, underwear,
sleeping bags and backpacks.
www.klattermusen.se
a6.319
8848 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 functionality,
quality and modern Scandinavian
design. www.8848altitude.com
a6.106
Houdini’s mission is what they call
“core comfort for body and soul”. This
means no compromises when it comes
to performance, sustainability and
style. 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
a6.114
Dale 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
a6.207
Viktor 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
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.scandinavianoutdoorgroup.com
also aT ispo
Business
a3.202
This family-owned Norwegian
company makes
high-end outdoor clothing
through a design approach
they call “loaded minimalism”.
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
a4.102
Thule is the world leader
within sports and utility
transportation offering
accessories for active
families, outdoor enthusiasts
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
B3.302
Craft of Scandinavia is the
pioneer of function apparel.
The Sweden based
company has devoted itself
to developing innovative
clothing built to withstand
extreme requirements in all
conditions. Craft’s foundation
is a close cooperation
with its many sponsored
athletes and national teams
competing in cross-country
skiing, biking, orienteering
and more. www.craft.se
developMeNT MeMBers
ivanhoe a6.116
MyFc a6.215a
skhoop a6.126
skogstad a6.227
alfa a6.138a
parTNers
Fjord Norway
rudholm & haak a6.117
primaloft a6.317
ScaNdiNaviaN OutdOOr NewS 23

WINTER
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 DermizaxNX technology, and base layer
from the nest high quality Merino wool – always inspired by the stunningly beautiful Norwegian wilderness.
Scandinavian Village
a6 – 101
Bergans of Norway has contributed to set the standard for the world’s most advanced outdoor equipment since 1908.
www.bergans.com