Nordic Outdoor Group AS (NOG) has signed an agreement to acquire Bios Aktiebolag (Bios), the Swedish sport fishing and outdoor company behind the iFish brand.
With the acquisition, Bios becomes NOG’s sixth sport fishing brand. The portfolio also includes Sølvkroken, Vision Fly Fishing, Aava, Fly Dressing and Fly Scene. Bios had sales of SEK 38 million ($4 million) in 2025.
NOG takes formal ownership on September 1, 2026.
Gabriel Elfström, head of sales and product at Bios, takes over as Bios’ CEO when NOG becomes owner, succeeding Per Westerlund, who is selling his shares in the company as part of the transaction and will support the handover for a period of up to six months. Leif Holst-Liæker, chairman and CEO of NOG, will take the position of Chairman of the Board of Bios.
NOG said Bios “has over the past years delivered a strong transformation from a distributor to an own-brand driven company, with solid financial results to match. NOG and Bios have complementary brand and product portfolios, and iFish fits naturally alongside NOG’s existing brands.”
NOG said the acquisition provides the company with a “stronger position for the Group in the Swedish spin fishing market” and the iFish brand “complements rather than overlaps the existing portfolio.”
NOG added that iFish in particular supports the growth opportunity in ice fishing equipment, with further investments in iFish planned. NOG said, “NOG is acquiring Bios as a well-run company that can develop further within the group and intends to continue the direction Bios has already set.”
Image courtesy Bios Aktiebolag
