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Story behind YETI

Growing up, my brother and I always had a passion for the outdoors. Hunting, fishing, traveling to outdoor industry trade shows with our teacher-turned-entrepreneur-father. We were raised with an appreciation for wild game, unfamiliar territory, and high-quality gear. But the coolers available at the time just weren’t up to our outdoor adventures – the handles would break, the latches would snap off, and the lids would cave in. Not only was it a hassle to replace our coolers after each season, but also these cheaply built, ordinary ice chests were limiting our good times. And that frustration led us to a solution.

In 2006, we founded YETI Coolers with a simple mission: build the cooler we’d use every day if it existed. One that was built for the serious outdoor enthusiast. One that could take the abuse we knew we’d put it through out in the field and on the water. One that simply wouldn’t break. We decided early on that product innovation would come from necessity and firsthand experience – not from market research and data analysis. Today, YETI products perform when it matters most – whether that be an excursion into the remote Alaskan wilderness, chasing redfish on the Gulf coast, or just getting together with friends in the backyard.

Story behind FIREPOT

In the search for a healthy, hearty meal to take away and eat in the outdoors, founder John Fisher explains how FIREPOT came to be, and what sets it apart. From a small barn in Dorset, FIREPOT now boasts a range of delicious and healthy dehydrated meals. It is lightweight and easy to use so it can be enjoyed anywhere, all you have to do is add water. Not only does it taste good, you won’t find any artificial additives, flavourings or preservatives.

Story behind Lundhags

Lundhags is a Swedish outdoor brand founded 1932 in Jämtland. Through our knowledge and experience we’ve enabled outdoor experiences for more than nine decades. Our passion and fascination for nature is there in every step.

We believes that enjoying the outdoors should not be a question of money, knowledge or accessibility. It is a basic right. We offer quality for everyone, from skilled adventurers to first time hikers. We’re on a trail that anyone can follow. A trail leading to mountains, frozen lakes and ancient forests. But also to the park, the campfire and new friendships. We’re an inclusive force and our mission is to get more people outdoors. Every journey starts with a step. From the first step to the millionth, we’re here. Cause we’re mad about nature.

Story behind HANWAG

Learn about the Hanwag production and philosophy. The durability, robustness and functionality of Hanwag boots is appreciated by mountaineers and trekkers all over the world. Hanwag boots and shoes have clear advantages with their stable construction, offering a high comfort at the same time.

Story behind Hestra Gloves

Have you ever wondered which one is our warmest glove? You are not alone. Here is the answer.

Story behind Tentipi

Bengt Grahn, founder and CEO of Tentipi, recounts a canoe trip in Lapland and the spark of inspiration that led to Tentipi and its range of Nordic tipis.


The spark that started it all

That year, just like every other year, the determined rays of the spring sun had transformed frozen shapes into playful, dancing water. Life, barely evident during the cold winter months, had now re-appeared in nature with an explosive force. This was a great time for canoeing. High water levels and good speed in the rapids, getting close to nature, socializing and relaxing together in the Swedish wilderness. Well that was the plan. But when setting up camp after a day of paddling the air was filled with mosquitoes. Six people, two small tents and a million mosquitoes rather destroyed the socializing and relaxing together.

So there I was, sitting on a stone beside the river brushing away the mosquitoes, thinking about how the optimal tent for relaxing together could be designed. It’s not so easy to socialize and relax when insects are greedily trying to feed off you and when the tents are too small for everyone to fit into one tent. Now, let’s see, wouldn’t it be good if … and then you could … and then perhaps …? Many years then passed before I returned to that line of thought

Thoughts and ideas take shape and become reality

It was in the village of Moskosel in Lapland’s inland where the ideas which had formed while sitting on that stone were to be revived and developed, more than ten years later. I had just moved into the village and was working as a church warden. One evening, as I was changing a bulb in the church hall, it was not only the lamp that lit up. Standing on a chair, I suddenly had the idea of my life, namely to start making Nordic tipis.

All said and done! My experience of such work consisted of sewing a doll’s skirt on my mother’s sewing machine at the age of five and then making a canoe cover at the age of twenty. But armed with a large dose of self-confidence, I took on the challenge of turning enormous pieces of cloth into large Nordic tipis. Throughout my entrepreneurial journey with Tentipi, I have relied on my self-confidence as my greatest asset – almost any problem can be solved

At first, I did everything myself, from purchasing and sewing to marketing and selling. However, it did not take long before employing the first worker. The tent production proved to be profitable and new products began to be developed. The idea of designing the best tent in the world began to grow and after months of thinking and many failed attempts at constructing it, the prototype of today’s single pole Nordic tipis, the Adventure Nordic tipis, was ready. The larger tents, which we now call our Event Nordic tipis, also took on new shapes and functions. Then the Stratus Nordic tipi (or Giant Hat as it was originally called) was invented, with sides that can be raised up, and in no time at all, it became a favourite among rental businesses and event companies.

Story behind Real Turnmat

It’s really up to you if you prefer to enjoy your meal during a cold arctic blizzard or something a bit more cozy and comfortable. REAL Turmat is developed through generations to meet every demand. All our stews, cereals and soups carefully balance nutrition and flavour, and taste like homemade.

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