What we are about

About us

Our brands are our most valuable assets as a company, and it is up to each one of us to be ambassadors for our brands in the best way possible. We want our consumers to relate to our brands when looking for solutions to bring the things they care most for in pursuing their active lives. They should think naturally about the smart solutions we provide them with, quickly understand how easy it is to use the products, and how safe and well-designed they are.


To keep our brands at the highest standards, we need to have all employees passionately devoted to the brands and have them understand the fundamentals of what our brands stand for and what kind of company we are. If we translate this into day-to-day operational aspects, it means:

  • Understand consumers’ needs and develop smart products that make it easy for people to live an active life.
  • Continuously challenge development and production processes to deliver innovative products in a cost-efficient manner.
  • Ensure that all products are of the highest quality.
  • Ensure that our products are available on the proper channels with the right products and delivered at the right time.
  • Adopt a long-term and sustainable approach in their daily decisions.
  • Ensure that the values and positioning of the company’s product brands are observed in all contexts.

We are proud of our sustainable and innovative products. Together, we strive to find ways to work smarter and more efficiently and to appreciate and attend to all opportunities for long-term sustainable development.

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