Swedish Outdoor Brand Silva Acquires North American Distribution Rights

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Starting in 2018, SILVA, the Swedish compass, headlamp and outdoor gear brand will be distributed in the United States by Liberty Mountain Sports.

Salt Lake City, Utah - June 21, 2017

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SILVA, the Swedish compass, headlamp and outdoor gear brand, is now becoming truly global by acquiring the North American distribution rights from Johnson Outdoors Inc. (Nasdaq JOUT). The deal, which becomes effective on January 4th 2018, paves the way for rapid SILVA growth in the world’s largest outdoor market.

“This is a crucial step for us from a commercial, as well as a brand perspective,” says SILVA’s chief executive Richard Jägrud. “We are taking over a business potential of sales of 10-12 million SEK from day one. In addition, we gain full control of our brand all over the globe.”

Presently, the SILVA product range in North America is limited to land compasses, which have been developed, produced and distributed by Johnson Outdoor. Once SILVA takes over the rights, the renowned Swedish company, which invented the liquid-filled compass back in 1933, will start selling its original compass versions in the U.S. and Canada.

Bringing in the whole product range

“We will start this new era in the development of our company by safeguarding the compass business together with our appointed distributors,” says Richard Jägrud. Mr Jägrud adds: “We will bring in the rest of our product range stepwise, including world-class headlamps and high-quality outdoor gear. We will see a potential for expansion of our business, since the SILVA brand is already established and we will have full distribution coverage both in the United States and Canada.”

According to the new set-up, Liberty Mountain will handle the SILVA distribution in the United States, while Rock Gear Distribution will cover the Canadian market.

Johnson Outdoors has owned the North American rights since 1973. “Lacking distribution rights to the world’s most vivid outdoor market has of course affected our growth potential considerably,” explains Richard Jägrud. “We are very happy that this issue has been resolved. We have had a good and constructive dialogue with Johnson Outdoor about the transfer.”

ABOUT SILVA SWEDEN AB

SILVA SWEDEN AB has developed and sold high-quality outdoor gear, including headlamps and compasses, since 1933. The products are renowned for their innovative design and outstanding technical functionality. All products are developed in Sweden and tested in the harsh Nordic environment and weather conditions. Silva is owned by Karnell since 2011. Karnell is an investment company that manages institutional capital by investing in small and medium-sized unlisted Nordic companies. Karnell is an active and long-term owner that develop their portfolio companies together with corporate executive teams. Read more about Silva at www.silva.se and Karnell at www.karnell.se

About Liberty Mountain

Liberty Mountain is one of the largest wholesale distributors of technical outdoor products and climbing gear in the U.S. In other words, Liberty Mountain is the one-stop-shop with everything for the outdoors for your outdoor gear store. Instead of contacting, ordering, and managing numerous accounts with various manufacturers to fulfill the store's inventory list, you can simply place your orders--via phone, email, app and/or website--with Liberty Mountain to get shipments that consist of countless brands and products.

About Johnson Outdoors Inc.

JOHNSON OUTDOORS is a leading global outdoor recreation company that inspires more people to experience the awe of the great outdoors with innovative, top-quality products. The company designs, manufactures and markets a portfolio of winning, consumer-preferred brands across four categories: Watercraft Recreation, Fishing, Diving and Camping. Johnson Outdoors' iconic brands include: Old Town® canoes and kayaks; Ocean Kayak™ and Necky® kayaks; Carlisle® paddles; Extrasport® personal flotation devices; Minn Kota® fishing motors, batteries and anchors; Cannon®downriggers; Humminbird® marine electronics and charts; SCUBAPRO® dive equipment; Jetboil® outdoor cooking systems; Eureka!® camping and hiking equipment. Visit Johnson Outdoors at http://www.johnsonoutdoors.com

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