Fenix Outdoor Group
Fenix Outdoor Group is an international group of five outdoor brands and five multi-brand outdoor retailers, operating in different markets. The Fenix Brands devision is made up by the brands Fjällräven (Apparel and Hardware), Hanwag (Footwear), Royal Robbins (Apparel), Tierra (Apparel) and Primus (Outdoor cooking equipment). The retail division consist of the 5 outdoor retailers Naturkompaniet in Sweden and Norway, Partioaitta in Finland, Friluftsland in Denmark, Trekitt in UK and Globetrotter in Germany. Fenix Outdoor grew out of the Swedish brand Fjällräven, that was founded in 1960 by Åke Nordin. In the early 2000’s Fenix Outdoor was founded, when Fjällräven started acquiring new brands and retailers. The iconic popularity of Fjällräven’s Kånken rucksack has reached global proportions, and the organization is today operating in most parts of the world.