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Nordic Outdoor Group AS acquires 100% of the shares in Fly Dressing AB
April 7th , 2025
Fly Dressing AB is Sweden’s largest fly-fishing wholesaler and the biggest supplier of fly-tying material in the Nordic region. The company is also Vision Group’s sales agency for the Swedish, Norwegian and Danish market. The company was established in 1964 and is now based in Habo in Sweden with an office and warehouse.
Details of the Acquisition
Nordic Outdoor Group AS will acquire 100% of the shares in Fly Dressing AB, from Peter Bratt (CEO/Product Manager), Niklaus Bauer (Partner/Head of Sales & Marketing) and August Norberg (Partner/Sales Representative). Simultaneously, Peter, Niklaus and August will re-invest the majority of the proceeds and become shareholders in Nordic Outdoor Group AS.
Becoming part of Nordic Outdoor Group will benefit both Fly Dressing and the other companies in the Group and create value through improved solutions and services for the Group brands’ retail partners.
As part of Nordic Outdoor Group, Fly Dressing will be able to further expand its fly-tying business into the Norwegian and Finnish market. Together, the Group will also aim to build a platform for Fly Dressing to become a major supplier of fly-tying material to larger European markets.
Fly Dressing will continue to represent Vision and Aava in the Swedish and Danish market. In Norway, Fly Dressing will join forces with Nordic Outdoor to establish an improved service and offer to Norwegian retailers. From 2026 Nordic Outdoor will stock and invoice Vision and Aava to secure shorter lead times and improved efficiency for local retailers. Fly Dressing will continue to manage major Vision accounts and support the marketing efforts in the Norwegian market.
Lastly, with Fly Dressing as part of the Group, Sølvkroken will now get a distribution platform for the Swedish market.
Fly Dressing will continue to operate as a standalone entity with its existing organization and continue to work closely with Vision Group to improve and expand the Group’s fly-fishing range. All key personnel will continue in current roles and now also support the wider Group in further building a leading Nordic powerhouse for fishing tackle and outdoor brands.
“After Nordic Outdoor Group was established, the immediate next step for us was to open the dialogue with the owners of Fly Dressing with the aim to bring them into our Group. I am very happy that we quickly came to a joint solution and look forward to working with the Fly Dressing team to bring their expertise, passion and energy to even more partners” says Leif Holst-Liæker, the Nordic Outdoor Group CEO.
“Fly fishing is more than just a business for us - it’s a way of life. Joining Nordic Outdoor Group gives us the opportunity to share our passion with an even larger audience while staying true to our roots. We’re excited about this new journey and look forward to growing together with our customers and partners” says Peter Bratt, Niklaus Bauer and August Norberg.
Leif Holst-Liæker appointed Chairman and CEO of Nordic Outdoor Group
December 16th , 2024
As of February 1, 2025, Leif Holst-Liæker has been appointed Chairman and CEO of Nordic Outdoor Group.
Leif has extensive experience from sports/outdoor, retail and investments and has a background as a consultant at McKinsey, CEO of Viking footwear, CEO of Bertel O. Steen Invest and CEO of Bergans Fritid.
In a statement Sindre Ertvaag (CEO of Camar) said: "Leif has been with us as chairman of the board of the subsidiary Nordic Outdoor (Sølvkroken) since 2018 and he has been a major contributor to creating the strategy for Nordic Outdoor Group. We look forward to deeper collaboration and to growing Nordic Outdoor Group together to become a leading player in the sports and outdoor industry in the Nordic region."
Camar Invest acquires Vision Group and create Nordic Outdoor Group
August 16th, 2024
Vision Group shareholders Juha Koivu, Antti Guttorm and Tuomas Rytkönen have sold the majority of their shares to Camar Invest AS who is the 100% owner of Nordic Outdoor AS.
Vision Group is a Finnish company owning the fishing tackle brands Vision and Aava, and additionally represents several leading international fishing brands such as Airflo and BKK in the Nordic/European region.
Nordic Outdoor is a Norwegian company owning Norway’s leading fishing tackle brand Sølvkroken, and additionally represents several international fishing tackle and outdoor equipment brands in the Norwegian market.
The Vision Group shareholders will re-invest, together with Camar, in the new entity Nordic Outdoor Group, which will be an umbrella for further investments in the fishing tackle and outdoor equipment sector in the Nordic region. The new entity will have a turnover of ~160 MNOK / 13 MEUR.
Nordic Outdoor Group’s focus will be to create a stronger foundation for strong Nordic niche brands to grow through closer commercial cooperation and scale/efficiency in back-end operations. A strong pillar in the new Group will be to maintain the identity and independence of all brands. Vision Fly Fishing, Aava and Sølvkroken brands will continue to operate as before. Vision Group will continue as a client oriented and dedicated team, focused on building success through great products, strong branding and a continued focus on building successful retail relationships.
Juha Koivu and Tore Jørgensen will continue as CEOs for Vision Group and Nordic Outdoor respectively. Current Nordic Outdoor Chairman, Leif Holst-Liæker, will take a role as an active Chairman in the Group, actively looking for further brands to complement the portfolio and build a profitable and scalable platform in the Nordic region.
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