Silva acquires Primus to strengthen two innovative Swedish brands

Silva Sweden AB acquires 100% of the shares in Primus AB from Fenix Outdoor AB. The deal was signed today and closing of the deal will take place on April 28, 2023.

Silva and Primus both have a strong Swedish heritage and a proud history of innovations. Silva invented the liquid filled compass in 1933 which set the global standard for how navigation works. Approximately 40 years earlier, the world’s first soot-free kerosene stove was invented by the founders of Primus.

The goal of the acquisition is to utilize synergies between the brands for future growth and to further develop the unique strengths of both brands to become even stronger.

Since Silva was acquired by Verdane in 2021, the strategy has been to strengthen Silva as an important equipment supplier and partner.

“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” says Richard Jägrud CEO of Silva Sweden AB.

Silva and Primus have seen tremendous growth over the last years and both brands have gained strong positions in different markets. This, together with an ambitious agenda for innovation, brand building and sustainability work, means high potential for further growth and expansion. Because the brands share similar goals for the future, joining efforts enable accelerated work to care even more for the planet and people living on it.

Primus AB will continue to use Fenix Outdoor as a distribution partner in selected markets.

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