The retail division within Fenix Outdoor consists of the retail group, Frilufts Retail Europe AB. Frilufts Retail Europe operates multi-brand outdoor retailers in Sweden, Norway, Finland, Denmark, UK and Germany.
Vision
To globally define premium outdoor retail and be the first choice for customers and partners.
Mission
In a personal way, we share our experience and passion for nature. We inspire and equip people to spend time outdoors in the most sustainable way.
Naturkompaniet consists of over 40 outdoor stores in Sweden and Norway, selling outdoor equipment from the world’s leading brands. Our goal is to inspire to outdoor life and a healthy lifestyle by providing equipment that facilitates and enriches outdoor life. Our appeal to our customers is: “Make everyday life an adventure”. We at Naturkompaniet loves the outdoors and being in nature, and we all seek to do our best to protect the environment. Our main tool in the fight for a better environment is that we only sell products of and of high quality in an often timeless design. In our opinion, a quality product should last a long time and should not create a throwaway culture among our customers.
Naturkompaniet was founded in 1931 and has been a part of Fenix Outdoor since 2001.
Globetrotter was founded in Hamburg in 1979 as “Northern Germany’s first specialist shop for expeditions, safaris, survival and trekking”. Since then, the company has grown into one of the largest European outdoor retailers and employs more than 1,000 people from around 50 nations in its 22 stores and for its webshop. Around 50,000 items from 500 brands are offered in the local stores and in the online store.
Today, the company name Globetrotter does not only stand for expert advice and quality equipment, but also for sustainability: the company now offers its customers services such as repair workshops, equipment rental and second-hand purchase and sale. In 2023, Globetrotter was one of the top 5 companies in the “Resources” category of the German Sustainability Award.
Globetrotter has been a part of Fenix Outdoor since 2015.
Partioaitta was founded by the Finnish scouts in 1928 and now consists of more than 20 stores and a webshop. Partioaitta was founded based on a need for high quality products for real trekkers. Quality has always been one of the main strategic points in the company. The main store downtown Helsinki is still located only a few meters away from where it all started almost 100 years ago. The brand is strong, and the values are based on the same ground: long lasting quality products and expertise service for the consumer. Partioaitta has for many years now been voted as the Most Valued and Most Sustainable brand in its field, by the Finnish consumers. The target is to serve our consumer in the same way for the next 100 years!
Partioaitta has been a part of Fenix Outdoor since 2011
At Friluftsland, we aim to provide the best equipment for the customers needs, while treading lightly on the planet. We take great pride in selling long lasting quality equipment from some of the world’s most ambitious and accomplished brands – in terms of both performance and sustainability – as well being a reliable resource for tips, tricks and guidance on everything from care and maintenance to the newest developments in the outdoor industry.
Friluftsland was founded by two young outdoor enthusiasts in 1980. The ambition was to provide the best, most reliable outdoor clothing and equipment for the small, but dedicated, Danish outdoor community. A keen eye for quality products, knowledgeable staff and a reputation for outstanding customer service and guidance soon helped Friluftsland become an integral part of the Danish outdoor scene.
Friluftsland has been a part of Fenix Outdoor since 2017
Based in our 16th century offices in the city of Hereford, Trekitt is the leading provider of high-quality outdoor and mountaineering equipment in the UK.
We pride ourselves on our reputation for supplying a wide assortment of quality equipment, and clothing from the best brands to outdoor enthusiasts, adventurers, and professionals alike.
With a team of knowledgeable staff who are passionate about being in the outdoors, Trekitt is committed to delivering exceptional customer service and accurate product advice through its eCommerce and retail faces, ensuring our customers have the best possible experience when shopping with us.
Trekitt was founded in 1986 and has been a part of Fenix Outdoor since 2021.