Fenix Outdoor, the Swedish group behind brands such as Fjällräven, Brunton, Hanwag, Tierra and Primus, is increasing its investments in European outdoor specialty retail. The company has agreed to buy a 20 percent stake in Globetrotter Ausrüstung, the big Hamburg-based chain. The two companies want to combine their know-how in terms of purchasing, IT and other sectors.
Fenix Outdoor has already been an important specialty retailer in Scandinavia, notably through its Swedish chain Naturkompaniet with its 31 outlets and the Finnish company Partioaitta with 14 doors. Globetrotter holds a 25 percent stake in Transa, the biggest specialty retailer in Switzerland. The four banners combined generate annual sales of approximately 3 billion Swedish crowns (341.5 million).