Fenix Outdoor AB agreed to divest Primus AB and its subsidiary, Primus Eesti Ou, to Silva Sweden AB, at closing in Spring 2023. Until then, Primus, the manufacturer of camp stoves and lanterns, will be “migrated from Fenix Outdoors’ IT environment.”
In a statement, Fenix Outdoors said, “Primus was acquired by Fenix Outdoor back in 2002 and has since then been an important part of the portfolio of premium outdoor products that Fenix Outdoor sells. In recent years we have seen strong growth, increased global presence and a strong increase in direct-to-consumer sales within the Fenix Outdoor Brands Segment. Thus, in the long term, the Fenix Outdoor Management does not feel that they can give a smaller brand like Primus the attention it deserves.
“Fenix Outdoor believes that Primus has significant growth and development potential in the future together with Silva, a company that also operates in the technical segment of outdoor products. Silva, being focused within outdoor hardware and technical equipment. makes it a natural fit with the long technical legacy of the Primus brand.”
Fenix Outdoor also reported during the transition period, it would continue to sell Primus in “certain markets” through its global sales organization. The products would also continue to be “a part of Frilufts Retail Europe’s product assortment.”
Fenix Outdoor’s brands also include Fjallraven and Tierra.
Photo courtesy Primus