The scandinavian heritage brand Tretorn and leading sports distributor Thevea becomes a part of WeSports
WeSports has acquired a holding stake in Thevea Brands Group and Tretorn and established a long-term partnership with the founders and management team, with an option to acquire 100 percent of the company given that certain conditions are met.
For over a century, people around the world have won tennis matches with Tretorn shoes, balls, and rackets. Even more have enjoyed Tretorn's high-performance boots and rainwear – whether they've hiked across mountains or strolled along the streets of Stockholm, London, Paris, or New York, whether in sunshine or in rain. Tretorn was born out of the harsch Scandinavian climate and has stood strong since 1891.
Thevea Brands Group is a a pioneer in Sports and Outdoor that has grown to become one of the largest brand developers in the Nordics with a turnover of just over 500 MSEK in 2022. This investment signifies a strategic alliance that will further strengthen Thevea's position in the market and its capabilities moving forward.
Apart from Tretorn, Thevea’s brand portfolio also includes Racqet, Sarek, Fjällmark, Visent, Friluftsvaror, Alfonso Padel, Toalson and it also represents Adidas in the Tennis, Padel and Cycling categories. With local sales team, offices and showrooms in Sweden, Finland, Norway and Holland, and over 1.500 points of sale in its distrubution network it is one of the leading brand developers and distribution specialists within the Sports and Outdoor segments in the Nordics.
This investment stands as a pivotal element in WeSports' overarching strategy to fortify its presence in the performance Sports and Outdoor sector, with a particular focus on the Nordics as its primary base. Thevea's notable standing in both the sports brand and sports distribution segments plays a important role in shaping WeSports' own distribution strategy – as well as opening up WeSports’ leading consumer destinations for Theveas vast brand portfolio – making this collaboration a strategic leap forward for both entities.
“The partnership with Thevea and Tretorn takes WeSports a significant step forward in becoming the leading Nordic performance sports and outdoor specialist, as the capability of building both own and other brands is vital part of our strategy. We also believe we can have a positive impact on Theveas customer offering when they with us can work closer with WeSports specialists in their service and product development.” says Martin Appelfeldt, CEO of WeSports
The acquisition of Thevea positions WeSports to reinforce its role as a distribution platform and collaborative partner for brands wanting to build strong relations in the Nordics, not only within the broader Outdoor segment but specifically within its core areas in performance sports. This move is set to broaden WeSports' distribution range, encompassing licensed or proprietary brands across all sports segments.
The partnership with WeSports will allow Thevea to collaborate with specialists and come closer to consumers, data driven analysies and in the end allow for a increased quality in it’s product development, brand building and service level to it’s network of retail customers.
"We are excited about this partnership and believe it will be a game-changer for Thevea. Together, we will drive innovation, broaden our market presence, and create a stronger future within Sports and Outdoor," says Vasko Markovski, co-founder and CEO of Thevea Brands Group.
About Thevea Brands Group and Tretorn
Tretorn is one of the most renown Scandinavian outdoor and sports brands with a long heritage from 1891. Marrying style and substance, Tretorn has evolved from 19th-century rubber manufacturer to innovative sports and outdoor champion.
Thevea Brands Group is among the largest brand developers in the Nordics with a turnover of just over 500 MSEK in 2022. The Thevea portfolio includes niche brands that each target a unique audience within the Outdoor and Sport segments. Thevea is a house of brands and a home for Tretorn, Racqet, Sarek, Fjällmark, Visent, Friluftsvaror, Toalson, and also collaborate with Adidas regarding the distribution of Tennis, Padel, and Cycling categories.
There are local salespeople in all Nordic countries and Holland as well as offices/showrooms in Sweden, Finland, Norway and Holland.
About WeSports
WeSports is a Nordic sports performance category expert group. WeSports are the leading Nordic specialist in four performance segments. Running & Outdoor, Bikes & Mobility, Fitness & Nutrition and Team sports. WeSports address the elite athlete and sport and healthy lifestyle enthusiasts, trough physical and online stores.
WeSports acquires and develops performance sport & leisure equipment specialists and let them operate freely in a decentralized structure on the back of a common infrastructure. At WeSports they believe that the entrepreneurial spirit is key to success and therefore all their brands are run by entrepreneurs and local teams, supported by WeSports in areas of their choosing.
The group had a proforma turnover of 2,4 bSEK in 2022. The group has continued to show a healthy organic growth in 2023 with profitability and healthy finances.
Contacts
Martin Appelfeldt
CEO WeSports Scandinavia AB
+46 702-898815
martin.appelfeldt@wesportsgroup.com
Vasko Markovski
CEO Thevea Brands Group
+46 727-194271
vasko.markovski@tretornsweden.com