Swedish cooking equipment brand Primus officially moved into the Silva family of brands under the newly created Primus-Silva Sweden AB company. Primus and Silva will remain independent brands.
Fenix Outdoor AB agreed in December 2022 to sell Primus AB and its subsidiary, Primus Eesti Ou, to Silva Sweden AB (see article here). The deal closed in late April 2023.
“Everyone is excited for this opportunity to grow and build the Primus brand and to partner with Silva to create synergies between the two companies,” said Manuel Dürmoser, head of product at Primus-Silva. “With Silva’s expertise in the technical hardgoods category, Primus will be able to leverage processes and opportunities to improve on our products and services going forward.”
With the merger, the combined company believes Primus is “positioned for significant growth and development potential in the future together with Silva, a company that also operates in the technical segment of outdoor products.” Primus-Silva will focus on outdoor hardware and technical equipment, and the merger fits with the “technical legacy of the Primus brand.”
“The team at Silva is excited to welcome a new brand into our family. With the legacy of providing cooking solutions for adventurers all over the world, the history of firsts within the outdoor industry, and our joint Swedish heritage, Primus is the perfect partner for us,” said Richard Jägrud, CEO Primus-Silva.
Primus brand products will continue to be sold and distributed by its partners in North America. Fenix Outdoor will, in certain European markets, for a transitional period continue to sell Primus through its global sales segment. The products will also continue to be a natural part of Fenix Outdoor’s Frilufts segment’s product range.
The transaction is not expected to have any significant financial effect in Fenix Outdoor’s consolidated accounts.
