Fenix Outdoor International AG

Fenix Outdoor is an international outdoor group with the mission to develop and market high quality and low weight outdoor products to customers with high expectations through a select retail network emphasizing service and professionalism. 2017 was another year of success, record in sales, record in profits and record in liquidity speaks for itself. Fenix Outdoor once again out-performed the market.
2017 net sales were €539.9 Mio; the net profit for the year was €60.7 Mio (for further details see the Annual Report 2017, pp. 4-5 or the CSR Report Fact Sheet "Economy", p. 25)

Fenix Outdoor is one of the leading Groups in the outdoor industry in Europe. The Group’s strategy regarding premium product and brand mix in combination with a retail strategy for a rapid flow of information has proven to work well. Fenix Outdoor acquired two new entities last year: the Korean distribution arm Alpen (Global Sales) and the Danish retail entity Friluftsland A/S (Frilufts Retail Europe). They were integrated through various measures, such as the issuing of a Korean version of the Fenix Way, and the development of a Danish ‘Friluftsland Way’ as documented foundations for ethical and sustainable business.

OUTLOOK FOR 2018

To end up we want to stress that we are still facing challenges in many areas, particularly in retail. We are also facing some operative challenges, such as moving warehouses and implementing new ERP systems. We are still facing some challenges in the changing retail environment, but we believe that we are well prepared for the future and that we are on the right path to becoming one of the best specialist companies in the outdoor segment. Our international growth, especially outside of Europe, is putting extreme pressure on our managerial capacity. This combined with the Fenix way of working has created a challenging situation in terms of managing the business. We have many extremely talented people working for us. It is up to us now to take this talent and develop it into our future management team, by developing them through interesting and educational tasks, so we can build tomorrow’s Fenix.

But in a world of changes, we also have to be able to adapt our way of working and that is the real challenge, together with staying humble in our dealings with every stakeholder, including shareholders, customers, employees and subcontractors.