Scandinavian Outdoor Group, with headquarter in Åre, Sweden, is growing again and SOG have just hired Per Jonsson Öhlin as Project Manager for all international trade shows. At several trade shows around the world, Scandinavian outdoor brands are gathered and exposed jointly in an area called “Scandinavian Villages“. Next shows are Outdoor Retailer & Snow Show in Denver, USA, and ISPO in Münich, Germany.


The number of members is also growing steadily. SOG now includes 69 member companies, all strong brands within outdoor, from Sweden, Norway, Denmark and Finland.

At the headquarters in Åre there are now three people working with the focus to strengthen these outdoor brands, mainly in the international export market. The basic idea of Scandinavian Outdoor Group is that 1 + 1 = 3. And the latest addition is Per Jonsson Öhlin.

Per is an engaged outdoor person who came from a position as Marketing Manager for the two ski resorts in Björkliden and Riksgränsen. He has previously worked for Haglöfs for several years, with both marketing, sales and product.

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– Getting back to the outdoor industry feels inspiring, says Per Jonsson Öhlin. Being a part of this very special Nordic collaboration makes the mission very motivating.

The latest additions to he group of brands within Scandinavian Outdoor Group are Elevenate, Hurtta, Heat Experience and Sjö&Hav.

– The combination of “outdoor” and “Scandinavia” works incredibly strongly in the international market, says Sara Wänseth, General Secretary of SOG. The brands help and lift each other, although in many cases they are also competitors.