Silva acquires fellow Swedish brand Primus

Outdoor lighting and accessories expert Silva Sweden AB has reached an agreement to acquire fellow Swedish brand Primus AB – a specialist in camping stoves and other outdoor equipment – from Fenix Outdoor. The deal is expected to be officially closed on 28 April in 2023 and brings together two brands with a strong heritage in the Swedish and European outdoor markets.

Silva was acquired by Verdane in 2021, and since then has been on a mission to strengthen its position as an important all-round equipment supplier – the deal to bring Primus into its fold will only further this aim.

Richard Jägrud, CEO of Silva Sweden AB, said: 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.”

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.

Image © Silva Sweden AB