Sweden Fenix Group Sells Gold To Buy 20% Of Europe's Largest Outdoor Retailer

The Swedish outdoor group Fenix group, which has Fjallraven, HANWAG, Primus, BRUNTON and Tierra brands and more than 40 outdoor retail stores, announced that it will increase investment in Globetrotter, Europe's largest professional outdoor retailer, buy 20% of its shares, and enhance cooperation in procurement and IT with two professional knowledge.

The Fenix group, which has more than 50 years of history, has not only professional high-end outdoor brands like Fjallraven and HANWAG, but also two large outdoor chain organizations: Naturkompaniet (Sweden) with 31 stores and Partioaitta company of 14 stores in Finland. At the same time, the headquarters is in Hamburg. Globetrotter Business has also extended to many parts of Europe, holding Switzerland's largest outdoor retailer Transa25% equity. According to statistics, the annual sales of these four outdoor retailers are as high as 341 million 500 thousand euros (about 3 billion Swiss Krone).

For Fenix's shareholding, Globetrotter CEO Andreas Bartmann said the investment will continue the pace of Globetrotter's outdoor market in Germany and Europe.

In the past two years, the German outdoor market has shrunk and people's outdoor products have been narrowed down. The growth rate of Globetrotter outdoor stores has also slowed down. The revenue grew by 10% in 2011, compared with 2013 in the previous year, especially in the online sales of up to 40%. The online low price competition made the outdoor retail giant with 250 million euros in revenue seriously damaged. In order to distinguish these competitors, Globetrotter can reduce the price led marketing method. "We hope the market will calm down." Bartmann said.

　　 About Sweden outdoor group Fenix Outdoor

The Swedish multinational group Fenix Outdoor AB Publ was founded in 1960, the company's own brand is Fjallraven (Arctic Fox). With the development of the company, Sweden has acquired the famous outdoor equipment brand Primus (August 2002), the Swedish outdoor apparel brand Tierra, the German professional outdoor shoes brand HANWAG (fierce Wei, 2004), and the American outdoor equipment brand BRUNTON (2009) four world famous. High-end outdoor brand 。 In 1983, the company's shares were traded on the Swedish stock exchange. In 2002, the company was renamed the Fenix Outdoor AB Publ. Today, Fei Shi Shi global sales network has spread to five continents in the world, including seven subsidiaries of Jiangsu Fei Shi Shi outdoor products Co., Ltd. In the 2011 fiscal year, the group's sales volume was about 1 billion 530 million yuan ($250 million), an increase of 15% over the previous year. In January 2012, Fenix group accelerated the channel construction after purchasing the US agent company. So far, more than 200 stores have been established in the United States. Next, the company will further strengthen the promotion channels of Fjallraven and Hamwag in the US. at present Fenix group Its own Fjallraven (backpacker equipment), HANWAG (shoes), Brunton (technical equipment), Primus (stove) and Tierra (clothing) and other 5 brands, and Partioaitta and Naturkompaniet2 retail chain of more than 40 retail terminal stores.

　　 About Globetrotter

Globetrotter outdoor store, founded in 1979 by travel journalist Klaus Denart, is one of the largest outdoor chain stores in Europe. Its headquarters is located in Hamburg, Germany. It has shops in many cities such as Berlin, Hamburg, Cologne, Dresden, Bonn, Frankfurt and Munich, mainly selling The North Face, Meru, JACK WOLFSKIN, TATONKA, ECCO, MammutFjallraven, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable, cable and cable.

In the past two years, because of the shrinking of the outdoor market in Germany, the outdoor products cost has been narrowed. The growth rate of Globetrotter outdoor stores has also slowed down, which has increased by 10% in 2011 compared with 2013 in the past year, and is expected to drop to 2-4%.