Fenix Outdoor International AG

Is Fenix Outdoor a public company?
Yes. Fenix Outdoor International AG trades on Nasdaq Stockholm under ticker FOI-B. The Nordin family controls the company with about 52.9 percent of votes, so while the stock is public, strategic control remains with the founding family.

Who owns Fenix Outdoor?
Fenix Outdoor is controlled by the Nordin family. Martin Nordin, son of founder Åke Nordin, serves as working chairman and holds approximately 52.9 percent of voting rights. The remaining shares trade publicly on Nasdaq Stockholm.

When was Fenix Outdoor founded?
The group's roots date to 1960, when Åke Nordin founded Fjällräven in Örnsköldsvik, Sweden. The listed entity has existed since the 1983 Stockholm listing and was renamed Fenix Outdoor International in 2002 as it grew into a multi-brand group.

Who founded Fenix Outdoor?
Åke Nordin founded the business as Fjällräven in 1960 after designing a more comfortable aluminum-framed backpack. He remained involved for decades, and his son Martin Nordin now serves as working chairman of the family-controlled group.

What is Fenix Outdoor's market position?
Fenix Outdoor is a mid-sized European outdoor group with 2025 sales of EUR 694.7 million. Its flagship Fjällräven is a global premium outdoor brand led by the Kånken backpack, and the group also runs the Frilufts retail chain across the Nordics, Germany, and the UK.

What brands does Fenix Outdoor own?
Fenix Outdoor owns Fjällräven, Hanwag, Royal Robbins, Devold, and Tierra. It also operates outdoor retail banners including Naturkompaniet, Partioaitta, Globetrotter, and Trekitt under the Frilufts division.

Fenix Outdoor began as Fjällräven, founded in 1960 by Åke Nordin in Örnsköldsvik, Sweden. Nordin, a lifelong outdoorsman, started the company to sell an aluminum-framed hiking backpack he had designed after finding existing packs uncomfortable. The brand expanded into tents, clothing, and sleeping bags, and in 1978 launched the Kånken backpack for Swedish schoolchildren, which became its best-selling product.

The company went public on the Stockholm Stock Exchange in 1983 to fund international growth. During the following decades it built a multi-brand portfolio, acquiring Norwegian label Devold (revisited with a larger stake in 2025), German footwear maker Hanwag, US brand Royal Robbins, Swedish brand Tierra, and the Naturkompaniet retail chain, which formed the base of the Frilufts retail division. In 2002, the listed entity changed its name to Fenix Outdoor International to reflect the portfolio, while Fjällräven remained the flagship brand.

Under the Nordin family's continued control, Fenix expanded Fjällräven into a global lifestyle brand, with the United States becoming its largest market. The Kånken's rise as a fashion item in the 2010s drove a step change in sales, and the group layered in brand stores and e-commerce alongside wholesale.

Recent years brought restructuring. Fenix acquired a majority of Norwegian wool specialist Devold in 2025, integrated new ERP systems, and consolidated European logistics, incurring one-time costs that weighed on 2025 profit. Group net sales still rose to EUR 694.7 million, with Canada and a joint venture in China delivering record results.

Sustainability is positioned as a core attribute across Fenix brands, with Fjällräven in particular marketing long product lifecycles, durable materials, and repairability as anti-consumption principles. The group publishes an annual CSR report aligned with its integrated annual report, covering climate, chemicals management, and supply chain labor standards.

Fjällräven's G-1000 fabric can be waxed for longevity, and the brand has eliminated PFCs from its waterproofing and uses recycled and traceable wool and down certified under the Responsible Down Standard. Devold adds Norwegian wool traceability to the group's material credentials. The group does not hold B Corp certification, but several of its brands participate in the Fair Wear Foundation's labor monitoring.