Silva acquires Primus to strengthen two innovative Swedish brands

Silva Sweden AB acquires 100% of the shares in Primus AB from Fenix Outdoor AB. The deal was signed today and closing of the deal will take place on April 28, 2023.

Silva and Primus both have a strong Swedish heritage and a proud history of innovations. Silva invented the liquid filled compass in 1933 which set the global standard for how navigation works. Approximately 40 years earlier, the world’s first soot-free kerosene stove was invented by the founders of Primus.

The goal of the acquisition is to utilize synergies between the brands for future growth and to further develop the unique strengths of both brands to become even stronger.

Since Silva was acquired by Verdane in 2021, the strategy has been to strengthen Silva as an important equipment supplier and partner.

“The acquisition of Primus will strengthen our position as a strong supplier of equipment for athletes and adventurers. Primus is a strong technical outdoor equipment brand with a global presence, selling to the same channels as Silva and with limited overlapping assortment” says Richard Jägrud CEO of Silva Sweden AB.

Silva and Primus have seen tremendous growth over the last years and both brands have gained strong positions in different markets. This, together with an ambitious agenda for innovation, brand building and sustainability work, means high potential for further growth and expansion. Because the brands share similar goals for the future, joining efforts enable accelerated work to care even more for the planet and people living on it.

Primus AB will continue to use Fenix Outdoor as a distribution partner in selected markets.

For further information contact Richard Jägrud, CEO of Silva Sweden AB at richard.jagrud@silva.se, +4670 330 06 92.

Advisors:

PWC has been the financial advisor and project leader for Silva while Lindahl has been Silva’s legal advisor.

About Silva

Silva was founded in Sweden in 1933 when the Kjellström brothers and Gunnar Tillander invented the first ever liquid filled compass. A few years later, in 1935, the business was expanded with the first headlamp; the Zeiler. Since then, Silva has continued to develop products for outdoor use. Compasses, headlamps, running vests and clever accessories that make outdoor life in the mountains, forests and at sea more safe – and more fun. Current innovations from Silva are focused on sustainability and performance for world class athletes and everyday adventurers.

The Silva brand is currently marketed in the Nordic region, Europe, Asia and North America.

Since 2021, Silva is owned by Verdane. For more information, visit www.silvasweden.com.

About Primus

Primus got its start in a small, Stockholm blacksmith’s shop in 1892 where the founders developed the world’s first soot-free kerosene stove. Since then, Primus has become synonymous with reliability and innovation. For adventurers of all levels, Primus became the first choice for safe, durable products to support small & large outdoor adventures with a culinary touch. Primus products have made adventures possible - like Roald Admundsen’s expedition to the South Pole and Tenzing Norgay & Edmund Hilary as they summited the Mount Everest.

Today Primus remains a global brand with the same passion to make adventures possible.

The design reflects the Primus values. Food fuels our bodies and stimulates our imagination, whatever the adventure users are on today, we want to enable people to explore the freedom of nature.