Isbjörn of Sweden founder and CEO Maria Frykman has been appointed chairman of the Scandinavian Outdoor Group (SOG). Frykman will take over from David Ekelund, CEO of Icebug AB, who has held the position since 2013. He is moving to a role within the European Outdoor Group (EOG).

With over 15 years of experience in the outdoor industry, founding and building Sweden’s sustainable children’s clothing brand Isbjörn, Frykman, said: “David, the SOG team and Board have done an incredible job of developing this successful group of more than 70 passionate Nordic outdoor brands. It is a great honor for me to take over the reins as chair as we work together to do our best for both people and nature. The pandemic has forcibly changed the market arena for both brands and retailers, and as an organization, we must be agile and adapt accordingly. This way, we can support all members to be a relevant hub of competence, supporting projects, networking and inspiring each other to innovate. Together we are stronger.”

At SOG’s annual meeting, members voted for a Climate Commitment to align environmental goals to the UN 2050 pledge. “SOG’s Climate Commitment is an important step forward to support all members in achieving positive change. By aligning our work with this global standard and having a clearly pre-defined structure, we make sustainability work within the group more transparent, measurable and coherent,” said Frykman.

David Nordlund, Secretary-General, SOG, said: “Maria’s drive, passion and commitment to the outdoor industry, especially the area of sustainability, will bring a renewed impetus to SOG and its members. I’m looking forward to working closely with Maria and the rest of our excellent team to make a positive difference in Scandinavia and across Europe.”

Frykman, as chairman, will support the organization from her location in Stockholm, SwedenNordlund as Secretary-General, works from in Åre, Sweden.

Photo courtesy SOG