Widforss, a leading e-commerce company in the outdoor and
hunting industry, has acquired the Norwegian e-commerce player Milrab. The acquisition is
part of Widforss long-term strategy to strengthen its presence and offering in the Nordic
market. The transaction is subject to approval from relevant competition authorities.
Milrab has established a strong position in Norway with its range of high-quality products for
outdoor activities and recreation. With the acquisition of Milrab, Widforss gains an
additional channel to deliver a broad range of outdoor and adventure products to both
existing and new customers in Norway.
“We are thrilled to welcome Milrab to the Widforss family. Milrab has a strong market
position in the outdoor segment and an excellent reputation in Norway. Together, we look
forward to further developing our offerings and creating new opportunities for our
customers and partners across the Nordics,” says Mikael Nilsson, CEO of Widforss.
The acquisition is expected to create synergies within logistics, marketing and procurement,
benefiting customers with an even wider selection and improved service.
“This is an exciting step for Milrab - we look forward to collaborating closely with our new
owners in Widforss. We share Widforss vision of making nature more accessible and
offering quality products that help people fully enjoy the outdoors,” says Håkon Høst
Brunsell, CEO of Milrab AS.
About Widforss
Founded in 1729, Widforss is one of Sweden’s oldest and most respected players in the
hunting, outdoor, and adventure segment. With a wide product range, a strong e-commerce
platform, and a passion for nature experiences, Widforss has become the go-to choice for
outdoor enthusiasts and hunters across the Nordics. Widforss is part of Open Air Group, a
Nordic holding company founded in 2016 focused on products and services for hunting and
outdoor, with operations across Finland, Sweden, Denmark and Norway.
About Milrab
Founded in Norway, Milrab has built a reputation for offering high-quality gear and apparel
tailored to outdoor enthusiasts and professionals alike. With a strong focus on durable and
functional products, Milrab serves a dedicated customer base in Norway, specializing in
items suited for challenging conditions and various outdoor pursuits. The brand’s
commitment to quality and customer satisfaction has made it a trusted choice for those who
prioritize performance in outdoor activities.
For more information, please contact:
Mikael Nilsson
CEO
Widforss 1729 AB
Phone: +46707972719
Email: mikael.nilsson@widforss.se
Håkon Høst Brunsell
CEO
Milrab AS
Phone: +4793808666
Email: hakon@milrab.com
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