Fenix Outdoor brands Primus and Brunton named Rygr as agency of record, supporting the public relations efforts in the United States.
“In its 125th year, Primus is experiencing tremendous momentum both with our legacy fans who know the brand for well-built, reliable outdoor stoves and equipment, as well as a new generation of outdoor enthusiasts who demand quality and value in the cookware they choose for their active lifestyles,” says Per Wååg, general manager for Primus and Brunton in North America. “We will look to Rygr to amplify the brand, utilizing its communications expertise to introduce Primus and Brunton to new audiences and markets while continuing to resonate with our current fan base.”
With a storied history of pioneering and outdoor expeditions rooted in Stockholm, Sweden, Primus has been creating high-quality products for outdoor use since 1982, when F.W. Lindquist invented the first soot-free kerosene stove and named it “Primus.” Since then, the brand has evolved from a maker of household stoves to a leader in outdoor cooking equipment. Primus’ durable and fuel-efficient outdoor cooking equipment has accompanied pioneers on treks all over the globe, including the Andree expedition to the North Pole, Roald Amundsen’s exploration of the South Pole, and Sir Edmund Hillary on the first ascent of Mount Everest.
Today, Primus continues to create reliable, innovative and environmentally-friendly products, from ultra-light backcountry stoves and tools to car-camping grills and utensils, that are easy and safe to use. Whether it’s gathering to cook a meal with friends in the park, or pushing limits in the mountains, Primus products provide the freedom to explore.
Similarly, Brunton was born in 1894, when a Canadian-born geologist and mining engineer in Denver, Colorado, designed the Pocket Transit Compass, a precision instrument that became a Gold Standard for outdoor professionals in need of functionality, durability and craftsmanship from their equipment. Since then, Brunton has continued to push the limits as a world-class navigation company, and is committed to providing reliable, durable and high quality instruments to explorers, adventurers, and professionals who demand accurate data from their equipment. Brunton manufactures all of its compasses and tools in Riverton, Wyoming.
“While Primus and Brunton boast long, storied brand heritage, we are most excited to tell the stories of their innovative, forward-looking product lines that deliver quality, style and value to outdoor consumers today,” says Brian Holcombe, principle at Rygr. “Beyond best-in-class, quality product, Primus and Brunton offer rygr the opportunity to work alongside brands that we truly believe in. Their emphasis on quality, durability and environmental responsibility are values we share at our core.”
