Press release February 26, 2024
For over 50 years, Friluftsvaror has been driven by the ambition to make outdoor life accessible to everyone. When the store in Malmö was to be closed due to bankruptcy, it stirred strong emotions among customers and outdoor enthusiasts. Four of them decided to save the store, and in true scout spirit, the "Rescue Patrol" was formed with the aim of taking over and continuing the business.
Anders, Catharina, Anette, and Matthias got to know each other through the Scouts and became a close-knit group after last summer's challenges at a camp in South Korea. Anette has been the store manager at Friluftsvaror in Malmö for the past few years and knows both the customers and the business well.
"There is a need for someone like Friluftsvaror who 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, who will continue to be the store manager in the new store.
A first step is to move the store to a new location, directly across the street from where the Malmö store is currently located. In addition, new inventory must be purchased as previous goods were sold off during the bankruptcy. The plan is to open the new store with an associated webshop during the spring.
"The support and care shown by our customers must be something truly unique. So many customers have come in, feeling sad and wondering what would happen to the store. We have also experienced incredible support from our network in the outdoor world when we announced that we would be taking over. To be able to continue Friluftsvaror is so incredibly fun and positive," says Anette.
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 experience in outdoor life, contribute expertise in areas such as online sales, marketing, and purchasing. 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.
