Sweden has had an enormous influence on British culture: ABBA, flat-pack furniture, dark crime drama and meatballs, to name just a handful of the country’s most successful exports. But, when it comes to outdoor gear, its influence is perhaps even greater. You will no doubt already be aware of many of Sweden’s outdoor gear manufacturers, a long list including (but not limited to) Haglofs, Peak Performance, Primus, Hilleberg, Klattermusen, Didrikson, Hestra, Woolpower, Trangia, Isbjorn, and Fjallraven, whose Kanken packs seem to have taken over the world.
In 2021, online and Hereford-based outdoor retailer Trekitt was acquired by Fenix, the Swedish company which already owns brands including, amongst others, Fjällräven, Hanwag, Royal Robens, and Tierra. While many of Fenix’s brands were already well represented in Britain, this acquisition of Trekitt has…