SILVA, the Swedish compass, headlamp and outdoor gear brand,
is now becoming truly global by acquiring the North American distribution
rights from Johnson Outdoors Inc. (Nasdaq JOUT). The deal, which becomes
effective on January 4th 2018, paves the way for rapid SILVA growth
in the world’s largest outdoor market.
“This is a crucial step for us from a commercial, as well as
a brand perspective,” says SILVA’s chief executive Richard Jägrud. “We are
taking over a business potential of sales of 10-12 million SEK from day on. In
addition, we gain full control of our brand all over the globe.”
Presently, the SILVA product range in North America is
limited to land compasses, which have been developed, produced and distributed
by Johnson Outdoor. Once SILVA takes over the rights, the renowned Swedish
company, which invented the liquid-filled compass back in 1933, will start
selling its original compass versions in the U.S. and Canada.
Bringing in the Whole Product Range
“We will start this new era in the development of our
company by safeguarding the compass business together with our appointed
distributors,” says Richard Jägrud. Mr Jägrud adds: “We will bring in the rest
of our product range stepwise, including world-class headlamps and high-quality
outdoor gear. We will se a potential for expansion of our business, since the
SILVA brand is already established and we will have full distribution coverage
both in the United States and Canada.”
According to the new set-up, Liberty Mountain will handle
the SILVA distribution in the United States, while Rock Gear Distribution will
cover the Canadian market.
Johnson Outdoors has owned the North American rights since
1973. “Lacking distribution rights to the world’s most vivid outdoor market has
of course affected our growth potential considerably,” explains Richard Jägrud.
“We are very happy that this issue has been resolved. We have had a good and
constructive dialogue with Johnson Outdoor about the transfer.”
ABOUT
SILVA SWEDEN AB
SILVA
SWEDEN AB has developed and sold high-quality outdoor gear, including headlamps
and compasses, since 1933. The products are renowned for their innovative
design and outstanding technical functionality. All products are developed in
Sweden and tested in the harsh Nordic environment and weather conditions. Silva
is owned by Karnell since 2011. Karnell is an investment company that manages
institutional capital by investing in small and medium-sized unlisted Nordic
companies. Karnell is an active and long-term owner that develop their portfolio
companies together with corporate executive teams. Read more about Silva at www.silva.se and
Karnell at www.karnell.se
About Liberty
Mountain
Liberty Mountain is
one of the largest wholesale distributors of technical outdoor products and
climbing gear in the U.S. In other words, Liberty Mountain is the one-stop-shop
with everything for the outdoors for your outdoor gear
store. Instead of contacting, ordering, and managing numerous accounts with
various manufacturers to fulfill the store's inventory list, you can
simply place your orders--via phone, email, app and/or website--with
Liberty Mountain to get shipments that consist of countless brands and
products.
About
Johnson Outdoors Inc.
JOHNSON
OUTDOORS is a leading global outdoor recreation company that inspires more
people to experience the awe of the great outdoors with innovative, top-quality
products. The company designs, manufactures and markets a portfolio of
winning, consumer-preferred brands across four categories: Watercraft
Recreation, Fishing, Diving and Camping. Johnson Outdoors' iconic brands
include: Old Town® canoes and kayaks; Ocean Kayak™ and Necky® kayaks; Carlisle®
paddles; Extrasport® personal flotation devices; Minn Kota® fishing motors, batteries
and anchors; Cannon®downriggers; Humminbird® marine electronics and charts;
SCUBAPRO® dive equipment; Jetboil® outdoor cooking systems; Eureka!® camping
and hiking equipment. Visit Johnson Outdoors at http://www.johnsonoutdoors.com
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