Primus Joins Silva

June 1, 2023

Under the newly named Primus-Silva Sweden AB Company, Primus is positioned for growth

LOUISVILLE, Colo. (June 1, 2023) /OUTDOOR SPORTSWIRE/ – Primus, the Swedish cooking equipment brand, has officially moved into the Silva family of brands under the newly created Primus-Silva Sweden AB company. Primus and Silva will remain independent brands, focusing on each brands’ respective products and customers. With a 130-year history, Primus will continue innovating and producing the highest-quality outdoor cookware for adventurers around the world.

“Everyone is excited for this opportunity to grow and build the Primus brand and to partner with Silva to create synergies between the two companies,” said Manuel Dürmoser, head of product at Primus-Silva. “With Silva’s expertise in the technical hardgoods category, Primus will be able to leverage processes and opportunities to improve upon our products and services going forward.”

With the merger, Primus is positioned for significant growth and development potential in the future together with Silva, a company that also operates in the technical segment of outdoor products. Primus-Silva will sharpen its focus on outdoor hardware and technical equipment, and the merger is a natural fit with the long technical legacy of the Primus brand.

“The team at Silva is excited to welcome a new brand into our family. With the legacy of providing cooking solutions for adventurers all over the world, the history of firsts within the outdoor industry, and our joint Swedish heritage, Primus is the perfect partner for us,” said Richard Jägrud, CEO Primus-Silva.

Primus brand products will continue being sold in North America and will be distributed by trusted partners in the region. To learn more, contact your current Primus representative or Scott Duer at scott.duer@primus-silva.com.

For USA distribution and accounts: Liberty Mountain | 800-366-2666 | sales@libertymountain.com | www.libertymountain.com

For Canada distribution and accounts: Rock Gear Distribution | 1-877-922-5462 | info@rockgeardistribution.com | www.rockgeardistribution.com

About Primus: The Swedish company PRIMUS has been creating products promoting freedom of nature since 1892. Primus equipment has been tested on expeditions by such pioneers as Roald Amundsen and Sir Edmund Hillary. PRIMUS is known for reliable, safe and innovative products that allow people to stay outside longer. With the focus on serving life outdoors, PRIMUS creates environmentally friendly, easy-to-use and lightweight products. Mainly made in Europe, sold in more than 60 countries worldwide.

About Primus-Silva Sweden AB: Founded in Sweden, Primus and Silva have been developing quality outdoor gear for multiple generations. Primus is known for designing and delivering stoves and gear for backcountry and outdoor kitchens everywhere. Silva provides products that make outdoor adventure safe and accessible with compasses, headlamps, running vests and accessories. Currently, Primus and Silva are focused on providing innovative, sustainably minded and performance orientated outdoor equipment for world class athletes and everyday adventurers. The Primus and Silva brands are sold in more than 60 countries worldwide. Primus-Silva Sweden AB is owned by Verdane. For more information, visit www.silvasweden.com and www.primus.us.

About Liberty Mountain: Liberty Mountain is one of the largest wholesale distributors of technical outdoor products and climbing gear in the U.S. Since 1952, Liberty Mountain has been helping stores be more profitable by reducing inventory holding costs and providing the most innovative products on the market. Headquartered in the heart of the Rocky Mountains and reaching into the roots of the Appalachians, Liberty Mountain operates out of two major warehouses in Sandy, UT and Montoursville, PA providing customers Everything for the Outdoors. For more information, visit www.libertymountain.com or contact sales@libertymountain.com.

About Rock Gear: Rock Gear Distribution is committed to supplying Canada with the best, most innovative outdoor equipment. Located in Western Canada, Rock Gear provides high-end products designed for active people. The company is owned and run by athletes, who appreciate quality gear that is tested vigorously during their adventures in the Canadian Rocky Mountains, from day excursions to multi-day expeditions, rain or shine. This nationwide team is proud to distribute and support Canadian retailers in their customers’ quest to be active outdoors. Rock Gear has been a distributor of SILVA products for many years, and PRIMUS is a welcome addition. For more information, visit www.rockgeardistribution.com or contact info@rockgeardistribution.com.