Swedish outdoor retailer Addnature becomes the third largest shareholder in ISBJÖRN of Sweden


Isbjörn of Sweden, partners

Photo captions: From left: Klas Berggren Mathias Hedstrom, Martin Larsson

From left: Camilla Schmidt, Maria Frykman Forsberg

Addnature founders Mathias Hedström, Klas Berggren and Martin Larsson have become partners in premium outdoor children’s clothing and accessories manufacturer ISBJÖRN of Sweden, making them the third largest shareholder in the company. Mathias Hedström became chairman of the board last year and already has an active role in the company as it goes through an expansive phase, investing heavily in Scandinavia, Europe and China.

For Autumn Winter 2017/18, ISBJÖRN of Sweden has sharpened its teeth dramatically with one of its widest and technically advanced collections to date. It will introduce the industry’s first three-layer ski collection for juniors, as well as extending its already established strategic partnerships with PrimaLoft and bluesign®.

Maria Frykman Forsberg, CEO of ISBJÖRN of Sweden, commented: “Having the founders of Addnature as part owners and investors clearly demonstrates their commitment to our future growth. Klas, Martin and Mathias complement each other extremely well, which has been a big part of their entrepreneurial success in building such a strong business, particularly through e-commerce. As a team, they have excellent knowledge of the sports and outdoor industry and we look forward to working closely with them as we enter an exciting phase of growth and development at ISBJÖRN.

” Mathias Hedström, Chairman of ISBJÖRN of Sweden, also commented: “After closely following the development of ISBJÖRN of Sweden for more than ten years, both as being one of their biggest clients with Addnature and for the last year as chairman of the board, it is an honour to finally become a shareholder in the company. Maria and Camilla have built a solid company and brand that has a great confidence among Swedish families and retailers. I look forward to working with them to continue the global expansion with a longer-term growth strategy which we will work hard to deliver.”

Martin Larsson of Addnature added: “ISBJÖRN of Sweden is in a very positive and interesting development phase, with strong growth in both Sweden and abroad. The products have long been the best in its category and continue to evolve each year. Maria Frykman Forsberg and Camilla Schmidt have proven they are the right people to run the company and its development. With the best technical and eco-friendly products, positive development and strong management, ISBJÖRN of Sweden has a winning combination. It is a great opportunity for me to be part of their exciting future.”


About ISBJÖRN of Sweden

ISBJÖRN of Sweden was founded in 2005 by Maria Frykman Forsberg and Camilla Schmidt, after they became mothers for the first time and discovered a gap in the market for high quality and comfortable outdoor garments for children. The brand believes that all children are ‘Multisporters by Nature’ and should be allowed enjoy outdoor activities in all weather conditions, while remaining warm, dry and comfortable.
Production of ISBJÖRN of Sweden garments use recycled materials and the company continuously strives to be as environmentally friendly as possible, while still producing long lasting, tough and premium quality garments which emulate adult styles and materials.

The brand is symbolised by the Polar Bear – the toughest animal on the planet.

Västra Finnbodavägen 2
131 30 Nacka