Open Air Group enters agreement to divest Natlink

Open Air Group has entered into an agreement to divest market-leading hunting tech group Natlink to the investment firm Verdane.

The Natlink brand was established in 2024, as Open Air Group merged hunting tech specialists WeHunt, Tracker, and Burrel under one unified brand – Natlink, creating the largest hunting tech company in the Nordics.

Open Air Group started to build the Natlink group in 2017, with its premiere investment in GPS dog tracking specialist Tracker. With the following acquisitions of b-Bark, Ultracom and WeHunt, the Natlink group has grown its sales from c. SEK 35m in 2017 to c. SEK 230m in 2024 and built a combined community of 850 000 registered users.

“We are extremely proud of the development of Natlink and what the team has accomplished during our eight years of ownership. We are convinced that the business will continue to develop well together with Verdane as partner. The divestment is an opportunity for Open Air Group to increase focus on our e-com operations and product development, with unwavering ambition to serve outdoor enthusiasts and the hunting community with great products, elevating their every outdoor adventure”, says Camilo Sjödin, CEO, Open Air Group.

Today, Natlink operates the market-leading WeHunt software which transforms how hunters plan, track, manage, and experience the outdoors, along with its Tracker Dog GPS devices and Burrel Trail Cameras.

“At Natlink, we are driven by a deep respect for nature and a strong belief in the power of technology to enhance the hunting and outdoor experience. I’m incredibly proud of what our team has built together over the years, and grateful to Open Air Group for laying the foundation that made Natlink what it is today. As we now begin a new chapter with Verdane, we look forward to accelerating our mission to support the hunting community with innovative, responsible solutions that unite tradition with technology”, says Carl von Eckermann, CEO, Natlink.

 “We’re excited to partner with Carl and the entire Natlink team to accelerate the company’s growth. Natlink has built an impressive suite of products and services that help to create a more sustainable outdoor community. We look forward to helping them reach even more people”, says Daniel Ahlstrand, partner, Verdane.

Completion of the transaction is subject to customary regulatory approvals.

About Open Air Group

By proudly and actively managing a diverse portfolio of leading companies dedicated to the outdoor and hunting communities, Open Air Group strive to enhance the outdoor experience and to fostering a deep connection with nature. With several dynamic companies under our umbrella, organized into three distinct divisions — technology, brands, and e-commerce — we are committed to leading innovation and excellence in each niche. We want to unite people with nature and elevate every outdoor adventure through our pioneering operations across the Nordic region and beyond. Open Air Group is a Nalka Invest portfolio company. 

About Natlink

Natlink is the largest hunting technology company in the Nordics and one of the largest in Europe, providing leading brands such as WeHunt Hunting Platform, Tracker Dog GPS, and Burrel Trail Cameras. Together, these brands deliver a seamlessly integrated ecosystem for planning, communication, tracking, analysis, reporting, and wildlife monitoring.

Natlink operates with a clear purpose: to enable an interconnected hunting and outdoor experience for all stakeholders in the industry. Guided by its vision to bring hunting and outdoor communities together, Natlink is on a mission to create a unified and seamless experience that makes hunting and outdoor activities more meaningful, easy, and secure. By combining cutting-edge technology with deep respect for nature and tradition, Natlink empowers individuals and organizations to collaborate, share, and thrive in a more connected outdoor world.

About Verdane

Verdane is a specialist growth buyout investment firm that partners with tech-enabled and sustainable businesses that help to digitalise and decarbonise the European economy. Verdane funds have the most flexible mandates in the industry. The firm can invest as a minority or majority investor, replacement or growth capital, in single companies or in portfolios of companies.