Scandinavian Outdoor Group Gets New Chair

Isbjörn of Sweden founder and CEO Maria Frykman has been appointed new chair of SOG (Scandinavian Outdoor Group). Frykman replaces David Ekelund, CEO Icebug AB, who has held the position since 2013 and is moving to a role within the EOG (European Outdoor Group).

Frykman brings renewed energy and experience to the group, to continue to drive SOG’s commitment to matters such as sustainability and digitalization. With more than 15 years’ experience in the outdoor industry, founding and building Sweden’s sustainable children’s clothing brand Isbjörn, she looks forward to making a difference and to the challenges ahead.

“David, the SOG team and board have done an incredible job of developing this successful group of more than 70 passionate Nordic outdoor brands,” Frykman said. “It is a great honor for me to take over the reins as chair, as we work together to do our best for both people and nature. The pandemic has forcibly changed the market arena for both brands and retailers and as an organization we must be agile and adapt accordingly. This way we can support all members to be a relevant hub of competence – supporting projects, networking and inspiring each other to innovate. Together we are stronger.”

Frykman recently attended SOG’s annual meeting, where all SOG members voted for a climate commitment to align their environmental goals to the UN 2050 pledge.

“SOG’s Climate Commitment is an important step forward to support all members in achieving positive change,” she said. “By aligning our work with this global standard and having a clearly pre-defined structure, we are making sustainability work within the group more transparent, measurable and coherent.”

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