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OPEN AIR GROUP
Investments and mergers
for a better customer
experience
2024 was a challenging year for Open Air Group. The full year saw
lower demand due to the recession. But despite this, the company made
a number of strategic investments to prepare for the market upturn.
The year’s earnings for Open Air Group were not in line with STRATEGIC COLLABORATIONS AND MERGERS
its targets. The industry as a whole was hit by the recession, During the year, the decision was made to merge the two hunting
affecting market demand. Towards the end of the year, brands Chevalier and Alaska. The two companies target the same
however, things started to pick up somewhat. customer segment, but their hunting products have different price
ranges.
“This was a tougher year for our companies compared to last year,
which went very well,” says Camilo Sjödin, CEO of Open Air Group. “We’re making a major strategic change, bringing together our
“Despite Aclima experiencing a sideways trend during the year, two smallest companies,” says Camilo Sjödin. “We think they’ll be a
October was still a record month for their B2B sales. We can also see perfect match, given that their products have different buyer groups
that direct sales in the companies Alaska and Chevalier were strong and there are many synergies to capitalize on.”
during the year, despite a challenging starting position.”
In the tech division, the collaboration between WeHunt, Tracker
The new platform will improve and Burrel has intensified over the years. In 2024 the decision was
the shopping experience and made to bring all three brands under one company: Natlink. The
make the presentation of our aim of the merger is to allow more scope to focus on innovation and
products more attractive development.
INVESTING IN E-COMMERCE AND THE SHOPPING “The merger provides us with even better conditions to develop
EXPERIENCE hunting and outdoor experiences for our users,” says Camilo Sjödin.
The company embarked on 2024 with a level of profitability and “By bringing the companies together under one roof, we can
funds from the previous year that allowed it to make investments intensify our focus on supplying high-quality solutions to the hunting
for the future. These concerned developing the existing companies community. Next year we’ll also be launching the next generation
and e-commerce, as well as a new add-on acquisition – the company WeHunt platform, so we’re very much looking forward to 2025.”
Widforss bought Norwegian outdoor company Milrab.
The merger provides us with
“Widforss made a number of investments during the year,” says even better conditions to develop
Camilo Sjödin. “The acquisition of Milrab enabled us to further hunting and outdoor experiences
strengthen our position in the Nordic market, which is very pleasing.”
for our users
Widforss also established a new management team and decided to
invest in a new e-commerce platform. The same platform will also be GROWTH THROUGH ACQUISITIONS AND ORGANIC
used for the Brands companies as of next year. EXPANSION
Going forward, the Group’s ambition is to continue to make
“The new management team is immensely competent commercially, acquisitions to boost its position in the Nordic region in hunting
and we’re very confident that it will make sure the company develops. and green outdoor. In addition, the existing portfolio companies will
The new e-commerce platform will improve the shopping experience continue to expand into new countries and new product segments.
and make the presentation of our products more attractive.”
CAMILO SJÖDIN,
CEO
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