Primus-Silva, the Swedish outdoor equipment company, appointed Jonas Sjögren, shown top right, as its new CEO, effective April 8. He takes the helm from Richard Jägrud, shown top left, who has been the company’s CEO for the past seven years. He has decided to pursue new career challenges and will leave the company on April 30.
Sjögren brings a solid background to the role, having been the CEO of POC for seven years and, before that, worked in the media business as CEO of Kanal 5/Discovery Networks for ten years.
Sjögren said, “Primus-Silva makes world-class products, which I love to use. The brands are building on more than 100 years of experience, and the opportunity to lead these fantastic brands forward makes me both proud and excited.
“I am also entering the company in an exciting phase, and I am looking forward to working closely with Verdane as owners and the board with the growth targets. I’m certain that more people will spend more time outdoors and that Primus-Silva as a company is well-positioned to continue growing in key product categories. I’m looking forward to working with my new colleagues.”
Jägrud, who played a key role as CEO in the past seven years, “transformed Silva into a consumer-driven, innovative brand and led the acquisition of Primus and the merger of two companies into Primus-Silva.”
Jägrud said, “I am immensely proud of our team that has undergone a major transformation during these seven years. With Silva, we have created a completely new brand experience, strengthened our product offering with several innovations, and positioned Silva as a healthy, growing company. During the last year, we have also acquired Primus and built the foundation for a strong equipment company. I am convinced that Primus and Silva will have bright futures, especially when considering the fantastic people who contribute to developing the companies every day.
With a heavy heart, I am leaving Primus-Silva, but I am also looking forward to taking on new challenges.”
Verdane acquired Silva in 2021, and the board has worked closely with Primus-Silva’s management team.
“Richard has played a central role in developing the company to the position we have today, and he has carried out several successful changes, not least the recent integration of Primus and Silva. I want to take this opportunity to show our appreciation and I wish him the best of luck in his future assignments. At the same time, we are very pleased to welcome Jonas as the new CEO of Primus-Silva. Jonas is well acquainted with the Sports & Outdoor business, and he has experience building strong brands. I am convinced that Jonas’s personality and experience will contribute to continued positive development for Primus-Silva,” said Petter Sundberg, Chairman of the Board at Primus-Silva.
The Primus and Silva brands are sold in over 60 countries worldwide.
Image courtesy Primus-Silva
