SCANDINAVIAN OUTDOOR GROUP CELEBRATES
25 YEARS OF COLLABORATION
For 25 years, Scandinavian Outdoor Group (SOG) has brought brands together to strengthen their international presence and keep them at the forefront of the industry. As the group celebrates its 25th anniversary in 2026, the focus is shifting toward an even stronger commitment of collaboration, innovation, and shared growth.
What started with a Scandinavian party at a trade show, built on a simple idea that brands could achieve more if they work together, has today become a cornerstone of the Scandinavian Outdoor Group. Since its foundation, SOG has worked with a clear purpose: to strengthen its member brands internationally. By joining forces, member brands have been able to create stronger visibility and more efficient market access, while simplifying and improving the experience for retailers.
”We started with the idea that if competitors teamed up to make the cake bigger instead of fighting over the biggest slices, we would all benefit. Seeing how SOG has grown over these 25 years, as well as our influence in the industry around the world, feels very rewarding.” – Martin Kössler, Co-founder and former Secretary General, SOG.
As the industry faces a rapidly evolving landscape, SOG ensures that its members stay ahead of the curve. The goal is clear: to provide members with the tools and connections necessary to drive sales and navigate a complex global market. This collective approach allows brands to optimize costs and effort while creating higher-quality business opportunities. Simply put, when working together, 1 + 1 equals 3.
”As we look toward the next chapter, our priority is to empower our brands’ commercial success. By intensifying our focus on networking and knowledge sharing, we create a platform where Scandinavian brands can thrive through collective intelligence and direct sales support. We aren’t just celebrating history; we are building the future of outdoor business.” – David Nordblad, Secretary General, SOG.
The spirit of this new direction was clearly present during the SOG Spring Networking Days held in Gothenburg in April 2026. Taking a playful approach with members and partners in the outdoors, the event focused on strengthening professional relationships, sharing strategic insights, and creating space for new commercial ideas.
“It’s inspiring to be part of a network where openness and collaboration are at the center. SOG Networking Days really show the strength of coming together as an industry.” – Calill Odqvist Jagush, CEO of Light My Fire.
After 25 years, SOG remains committed to its founding idea that collaboration creates strength. As the outdoor industry continues to evolve, this business-driven, collective approach is more relevant than ever.