The Fenix Outdoor International AG group of companies announced the separation from its Primus equipment brand on Wednesday. The parent company of the German retail chain Globetrotter said in a statement that Primus AB, which mainly offers devices such as outdoor stoves, and its subsidiary Primus Eesti Ou would be sold by the Swedish subsidiary Fenix Outdoor AB to the outdoor outfitter Silva Sweden AB.
The transaction is expected to be completed in the spring of next year and will have “no significant impact” on the group’s balance sheet, Fenix Outdoor said. Financial details were not released.
The group of companies took over Primus in 2002. According to the group, the brand has recently experienced “strong growth” and was able to expand its global presence. However, the management of Fenix Outdoor has gained the impression that “in the long term it cannot give a smaller brand like Primus the attention it deserves,” according to a statement. Under the Silva umbrella, on the other hand, Primus has “considerable growth and development potential”, especially since the future owner herself specializes in technical outdoor items.
During a transition phase, Primus will now continue to use Fenix Outdoor’s sales structures and IT capacities. The retail chains of the Frilufts Retail Europe division, which also includes Globetrotter, would also stock Primus products afterwards, the company said.