Draft:Fenix Outdoor International

Fenix ​​Outdoor International AG is an international group in the areas of outdoor equipment and outdoor clothing from Zug, Switzerland. The group controls the largest trading companies in the outdoor industry in Scandinavia and Germany. Fenix is alsow owning and operating important manufacturers of outdoor equipment from Sweden and Germany.

In 2023, Fenix's sales amounted to 750.2 million euros, with a profit of 184.3 million euros.

Influence
Denix Outdoor is owning and operating the largest Outdoor retail chains in Sweden, Finnland, Denmark and Germany: Naturkompaniet (Sweden), Partioaitta (Finnland), Friluftsland (Denmark) and Globetrotter (Germany). Globetrotter also holds 25 percent of the Swiss outdoor retailer Transa. The retail chains are are managed by the Fenix owned Frilufts Retail Europe.

Fenix is also owning the previously independent manufacturer Fjällräven, Tierra (booth Sweden), Royal Robbins (USA) and Hanwag (Germany).

Company History
In 2002 Fenix ​​Outdoor Ltd. based in Sweden.

Fenix ​​Outdoor acquired Brunton in 2009 from the Finnish company Fiskars, which in turn acquired Brunton indirectly when it acquired Silva, a Swedish company specializing in compasses and pedometers, three years earlier. In 2021 Fenix sold Brunton to two employees of the company.

In 2014, Fenix ​​Outdoor International and Hamburg-based Globetrotter Equipment GmbH jointly took over the Danish retail chain Friluftsland A/S. Fenix ​​acquired a 20 percent stake in Globetrotter at the beginning of 2014. The complete takeover of 100% took place in mid-2015.