About SOG

Scandinavian Outdoor Group, or SOG, is a group of more than 60 outdoor brands from Scandinavia. With the HERITAGE and traditions of Scandinavia. We make PREMIUM outdoor products, with INNOVATIONS created from challenges of our demanding nature. We strive to DO GOOD, for people and for nature. We do this with PASSION and JOY. Together.

Together we are stronger

Our cooperation is based on sales and media oriented projects serving outdoor gear retailers and journalists, mainly outside of the Nordic region. Our mission is based on the simple observation that if equipment works well up here in the north, it must also be perfect for outdoor enthusiasts in the rest of the world. Our game plan is based on the basic insight that 1 + 1 = 3.

By cooperating in our efforts to reach more users of our products, we can as a group create leverage and be more efficient creating a better result for retailers, media and our members. Our spirit is like the Scandinavian – friendly, informal, open and democratic. Our credibility is strengthened by the fact that members of SOG are the original innovators of several outdoor products such as the liquid filled compass, the outdoor stove, the integrated frame back pack. To name a few.

SOG is organized as a non-profit, non-political association registered in Sweden. We currently have more than 50 member companies, all well-respected manufacturers of outdoor equipment. Two member assemblies are held each year (spring and fall) where decisions on projects, budget and board of directors are made. In conjunction with the assemblies, planning meetings for projects, socializing events and competence development seminars also take place.

SOG is an associated member of the European Outdoor Group (EOG).


Scandinavian Outdoor Group was founded in 2000 as an industry initiative to serve outdoor retailers and media in export markets. It unites well-respected outdoor gear manufacturers from all five Nordic countries: Norway, Sweden, Finland, Denmark and Iceland. It all started with 15 Scandinavian outdoor companies, who could see the great benefits of cooperating. Over the years more brands have joined, as working together have proved to be a well-functioning strategy.







General Secretary
Sara Wänseth

Sofia Karlström

Sofia Karlström

Members of the board

David Ekelund (Icebug)
Chairman and member of SOG Working Committee

Staffan Rönn
Director and member of SOG Working Committee

Caroline Karlström (Lundhags)

Andreas Holm (Thule)

Christiane Dolva (Fjällräven)

Bart Meijers (Bergans)

Matti Lehtovirta (Reima)

Working committee

Sara Wänseth (General Secretary)

Sofia Karlström (Coordinator)

David Ekelund (Icebug)

Staffan Rönn (Klättermusen)

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