Fenix Outdoor International AG

Fenix Outdoor International AG, founded in 1960 and headquartered in Zug, Switzerland, is dedicated to the design, production, and distribution of outdoor lifestyle products. The company's operations are geographically extensive, covering Switzerland, the Nordic countries, Germany, the Benelux region, various other European nations, the Americas, and further international markets. It manages its business through three key divisions: Brands, Global Sales, and Frilufts. Fenix Outdoor offers a comprehensive range of items including outdoor apparel, various packs (daypacks, backpacks), sleeping equipment, tents, cooking stoves, general bags, outdoor footwear, lanterns, fuel, and a variety of related accessories. These offerings are sold under prominent brands such as Fjällräven, Tierra, Primus, Hanwag, and Royal Robbins. The company reaches its customers via a multi-channel retail approach, operating 95 owned stores across Sweden, Norway, Germany, Finland, Denmark, and the United Kingdom, in addition to its Brandretail outlets, e-commerce platforms, and other direct brand retail channels.