Primus, the Swedish cooking equipment brand divested by Fenix Outdoor last spring and merged with Silva AB, changed its Canadian representation to align with its new corporate structure.

Rock Gear Distribution, the exclusive Canadian distributor for Primus-Silva Sweden AB, reached new agreements with its existing Silva sales agencies also to represent Primus.

Independent sales agencies, Carrell Agencies, Move Sales, The CourtRoom Sales Agency, and Gama Sports Group will support and build the brand’s presence across Canada, representing various premium outdoor brands in the hike, climb, ski, run, bike, and lifestyle categories.

“We are thrilled to be streamlining our Canadian business with the inclusion of Primus to these outstanding sales agencies,” said Ian Lowe-Wylde, founder and president of Rock Gear Distribution. “Carrell Agencies, Move Sales, the CourtRoom Sales Agency, and Gama Sports Group are all top-notch partners that know the Canadian market and also represent complimentary brands to Primus. We know Primus will be in good hands with the sales experience they all bring to the table.”

The company said, “Canada’s large outdoor sports market represents an exponential growth opportunity for Primus. Outdoor cooking is an important part of the country’s outdoor sports culture, and Primus is looking forward to providing Canadian customers with the ideal cooking solutions for their year-round outdoor culinary needs.”

“Canada is a hub for all kinds of outdoor adventures, from skiing and rock climbing to fly fishing to trekking and everything in between. We are looking forward to increasing our brand awareness in the market with the help of these distinguished sales agencies and getting Primus products in the hands of more Canadian customers,” said Becky Day, brand manager for North America at Primus. “From the hardcore mountaineers to the car camping weekend warriors, Primus has the right equipment for making the most out of all outdoor cooking experiences.”

The Carrell Agency has over 20 years of experience in the outdoor sports industry and will oversee sales in British Columbia, west of the Kootenays and the Territories.

The Move Sales Agency strives to provide brand solutions with product assortments designed to perform in the climate conditions in their eastern British Columbia, Alberta, Saskatchewan, and Manitoba sales territory.

The CourtRoom Sales Agency has over 25 years of independent sales agency experience in the outdoor and sport specialty markets. Brian Mills will oversee sales in Ontario.

The Gama Sports Group boasts various outdoor sports experiences, which has helped it develop targeted marketing strategies for top-tier brands. The Group will oversee sales in Quebec and the Atlantic Provinces.

Image courtesy Primus