Norwegian investors take control of Swedish outdoor brand
09/01/2014
Sören Andreasson, who acquired Didriksons in 1998 and has been its chief executive ever since, said he felt this new development would help the brand expand outside Sweden.
The chief executive of Odlo, Jonas Ottoson, helped Herkules IV put the deal together and will serve on the new board of Didriksons. On announcing the agreement, he commented: “Didriksons is an exceptional brand with a great potential to expand internationally and in new products.”
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