Press release April 22, 2024
For over 50 years, Friluftsvaror has been driven by the desire to make outdoor life accessible to everyone. When the store in Malmö, along with its associated webshop, faced closure due to bankruptcy in January this year, it sparked strong emotions among customers and outdoor enthusiasts. Four of them decided to save the business, and on April 27, the store in Malmö will once again welcome customers.
"There is a need for a company like Friluftsvaror that offers functional outdoor equipment at reasonable prices. Friluftsvaror has also been a reliable supplier to the non-profit sector, selling tents and other equipment needed for larger outdoor groups. We believe it is very important to preserve this," says Anette Hultberg, who will continue to be the store manager in the new store.
The store has moved to a new location directly across the street from where the Malmö store was previously located. Friluftsvaror is now in the same building as Matthuset and Babyringen at Agnesfridsvägen 178. The grand opening of the store will be on April 27 at 10:00 AM. Outdoor associations will be present, offering hot dogs and "krabbelurer" (a type of Swedish pancake). Several suppliers have provided opening offers, available while supplies last.
The webshop at friluftsvaror.se will soon reopen, focusing on a wide range of tents, backpacks, sleeping bags, boots, and other outdoor equipment.
"Friluftsvaror is Sweden's oldest outdoor store, and until the change of ownership a few years ago, it was run by the same family from the start. They built a family business with a close relationship with their customers. We believe that is the key to the store's success. We see it as a great responsibility to take over such a long-established store, but fortunately, we have received great support from the original owning family throughout the journey. We are outdoor enthusiasts ourselves and want our customers to be involved in influencing both the products we sell and their design. We can do this because we also have our own brands where we control both function and manufacturing," says Catharina Paulcén, owner and chairman of the board.
"Something that customers appreciated in the previous store is that the staff themselves are passionate about outdoor life and were so knowledgeable. We are therefore very happy that we have been able to offer almost all previous employees positions in the new store. Those who built up the excellent relationship with customers will remain and continue to provide tips and advice to both beginners and experts in outdoor life. With us, you should be able to come in knowing nothing about what you need and be helped all the way," says Anette Hultberg.
Friluftsvaror Nordic AB is owned and operated by Anette Hultberg, Matthias Hultberg, Anders Paulcén, and Catharina Paulcén. The latter three are board members and will, in addition to their outdoor experience, contribute expertise in web sales, marketing, and purchasing, among other areas. Anette has been appointed CEO and store manager.
Follow the development of the new store and webshop at https://friluftsvaror.se/ and on Friluftsvaror's social media.
