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Fenix Outdoor International AG is a Switzerland-based international group of premium outdoor brands and retailers specializing in functional, durable clothing, equipment, and accessories for active outdoor life and extreme environments. Founded through the legacy of Fjällräven in 1960, the company has grown via strategic acquisitions, incorporating renowned brands like Tierra (technical apparel since 1983), Hanwag (handcrafted mountaineering footwear from 1921), Royal Robbins (enduring outdoor clothing), and Devold (merino wool specialists from 1853). Its Frilufts Retail Europe division operates leading chains such as Naturkompaniet in Sweden and Norway, Partioaitta in Finland, Globetrotter in Germany, Friluftsland in Denmark, and Trekitt in the UK. With around 2,980 employees, Fenix Outdoor emphasizes sustainability, innovation, and shared values under 'The Fenix Way,' supported by central functions in HR, finance, logistics, and CSR. Headquartered in Zug, it plays a key role in the global sporting and outdoor goods sector, promoting nature accessibility and environmental responsibility across Europe, Americas, and Asia.