March 4, 2025 - Fenix Outdoor International AG, a global leader in the development and sale of premium apparel and equipment for outdoor life, has agreed to acquire 65% of the shares in Devold of Norway AS, a pioneer in wool clothing for outdoor activities and protective workwear. Following completion of the transaction, Devold will become Fenix Outdoor’s number one wool brand.
“We have searched extensively for a premium wool brand to complement our portfolio and have now found the right partner. Honouring Devold’s heritage and high quality standards, we are eager to introduce outdoor enthusiasts and adventurers to Devold’s high-performance garments and build a leading global wool brand,” said Martin Axelhed, Executive Vice President of Fenix Outdoor.
About Devold
Since 1853, Devold has been a pioneer in outdoor wool clothing for all type of weather conditions. From the beginning and until today, innovative products have played a crucial role in many major expeditions both domestically and internationally. At Devold, there is an uncompromising focus on quality, and the history, heritage, and mentality are deeply rooted within in the brand story. Committed to preserving their values for future generations. The company develop and produce underwear, middle layers, outerwear, classic sweaters, socks, and other wool accessories. About 40 percent of its wool products are sold internationally, primarily within the European market.