Fenix Outdoor International AG, a global player in branded outdoor apparel and equipment, announces that is has signed an agreement and acquired 100 percent of the U.S.-based outdoor and travel apparel company Royal Robbins.
Royal Robbins was founded by Liz and Royal Robbins in 1968. Liz and Royal started in Yosemite as climbing pioneers, which led to the creation of an exceptional clothing collection for travel and outdoor adventures.
"This brand complements the current apparel portfolio of Fenix Outdoor, both from a segment perspective and also from a geographical perspective, where Royal Robbins has a strong position in the North American market," says Martin Nordin, CEO of Fenix Outdoor.
Martin Axelhed, vice president at Fenix Outdoor, adds: "Fenix Outdoor is excited to partner with a brand with such a strong brand heritage and authenticity. We are looking forward to working with the Royal Robbins team to harness the brand's untapped potential to grow and expand its reach to more outdoor and travel enthusiasts worldwide."
"Being a part of Fenix Outdoor provides us with one of the larger platforms in the outdoor space to tell our authentic story, reach new consumers, and access new markets at an accelerated pace," says Michael Millenacker, president and CEO of Royal Robbins. "The brand will be well-positioned to build on our 50 years of heritage and drive significant growth."
