TRYSIL, Norway (BRAIN) — Swix Sport Group has changed its name to BRAV. Ferd, which bought Swix in 1978, remains the group’s parent. The new name will not be consumer-facing, but will serve internally to unite the company’s several brands, officials said.
The company has sales of over 1 billion Norwegian kroner ($126 million) and is best known for its nordic ski products; it owns the brands Swix, Lundhags, Toko, Ulvang, Helsport, Hard Rocx, Skisporet and Original.
Hard Rocx is a Norwegian bike brand that Swix bought in 2015; the company continues to market Hard Rocx in Norway and offers bikes and some bike accessories under the Swix brand in other markets. At the Outdoor Retailer/SIA Snow Show in Denver this year, Swix showed mountain, road and gravel bikes as well as bike lubes and cleaners under the Swix brand.
The company does about half its sales in Norway and the rest outside the country.
“This is our natural next step,” said Brav’s CEO, Tomas Holmestad. “We now have a diverse portfolio of brands — all deeply rooted in our Scandinavian heritage in the outdoors — and it made sense that the group name shouldn’t be the same as one of our brands.”
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