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Silva Sweden Acquires Camping Brand Primus

Outdoor lighting and accessories experts Silva Sweden AB has agreed to purchase its fellow Swedish company Primus AB, a specialist in camping stoves and other outdoor gear by Fenix Outdoor.

The deal is expected to be signed on April 28, 2023. It will bring together two brands with an established history in markets like the Swedish and European markets for outdoor activities, according to a report by Camping Trade World.

Verdane bought Silva in 2021, and since then, it has been working to improve its position as a significant overall equipment provider – the agreement to bring Primus into the group will only help in the goal.

“The acquisition of Primus will strengthen our position as a strong supplier of equipment for athletes and adventurers. Primus is a strong technical outdoor equipment brand with a global presence, selling to the same channels as Silva and with limited overlapping assortment,” Silva Sweden AB CEO Richard Jägrud said.

Silva Primus and Primus have experienced tremendous growth over the past several years, and both brands have risen to prominent positions in various markets.

In conjunction with a spirited agenda to develop brand awareness, new ideas, and sustainability, this creates the potential for increase and development.

Since the brands have the same visions for the future, their collaboration allows for faster work to take care of the world and the people who live in it.

Primus Ab will continue to utilize Fenix Outdoor as a distribution partner in select markets.

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Steven Carter
Steven Carter
April 25, 2024 11:04 am

How exciting is it that Silva Sweden is joining forces with Primus AB? I can’t wait to see the awesome camping gear they’ll create together, focusing on sustainability and global reach! Let’s get ready for some top-notch outdoor adventures!

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Hi, you might find this article from Modern Campground interesting: Silva Sweden Acquires Camping Brand Primus! This is the link: https://moderncampground.com/europe/sweden/silva-sweden-acquires-camping-brand-primus/