E-com
Divisions
E-Com
Outdoor retailers
Our E-Com Division comprises leading e-commerce brands in the Nordic region, each dedicated to delivering exceptional products and services to outdoor and hunting enthusiasts. Through a commitment to quality, innovation, and customer satisfaction, our e-commerce brands ensure that outdoor adventurers have access to the best gear and equipment, no matter where they are. This division exemplifies our dedication to making top-tier outdoor products accessible and convenient, driving growth and expanding our reach across the Nordics.
60
Employees
2
E-Com Brands
Widforss
Widforss is one of the most well-known brands within hunting and outdoor in Sweden. Since 1729 Widforss AB has been a supplier to generations of knowledgeable and demanding customers.
Few brands can demonstrate the longevity of Widforss. A success fully contributed to high quality products, customer service and the capability to develop over time fuelled by the ambition to always be one step ahead of the competition.
Today, Widforss has evolved into an online shopping experience with the vision to offer the best possible assortment at attractive prices.
Widforss e-commerce operations was launched in 2016 and has been a part of Open Air Group since the beginning.
Year of investment: 2016
CEO: Mikael Nilsson
Office Locations: Stockholm, Sweden. Oslo, Norway and Helsinki, Finland.
Number of employees: 60
Milrab
Milrab was founded in Norway with roots in supplying clothing and tactical equipment to military special forces. The products needed to withstand extreme stress and function in the most demanding situations. The experience from the defense became the basis for developing a broader range – from robust outdoor equipment to functional training clothing – for anyone who places high demands on quality and performance. Today, Milrab is a leading player in the Norwegian market and since 2024 part of the Open Air Group.
