All activities under the sustainability framework are centrally organized and implemented under a common structure by individual brands and entities. Through the centralization in certain areas (e.g., Brands Unit or Retail Unit) certain functions were created to serve all parts of these new units. The CSR Department had prepared for this as early as 2018 and therefore continues to serve its internal stakeholders accordingly. This allows the responsible managers to identify the appropriate specific approach and goal setting to reach sustainability measures. The speed of development and the focus of the entities within Fenix Outdoor Group vary, but all follow the same framework. Every entity reached individual sustainability goals in 2021 on basis of the sustainability strategy. To give an example, the brand Fjällräven developed its preferred material list. Primus also constantly works on improving the sustainability performance of its camping gas and had a promising breakthrough in 2021 with its “Sustainability in Progress” gas, which has a reduced footprint due to closer-to-market production and biogas proportion. 

The sustainability strategy is implemented through informal regulations, such as the Fenix Way and the Code of Conduct, which implicate that every business decision is taken while considering sustainability aspects. Furthermore, there are informal regulations, for example internal objectives to develop sustainability or in case of textile brands to implement material shifts. All these processes are developed in the context of memberships of organisations such as Textile Exchange. Through reporting processes, every Unit makes a contribution to consider sustainability aspects in their decision-making.

Communication about the sustainability strategy, goals and current developments is an ongoing process at Fenix Outdoor. Twice a year, during our kick-off meetings for each season, the CSO and his team update all participating employees on the progress made toward our sustainability goals. In 2021 this was done digitally again due to Covid regulations. On emerging issues, we deliver information on an ad-hoc basis directly to the affected departments and employees. Our other means of corporate communication include general mailings, an internal Sustainability Newsletter, the use of intranet sites and a series of internal online trainings. In 2021 we held our regular internal CSR Day in a virtual format again. To keep the attention span at a high level, we conducted it in two parts in late spring and early fall 2021. We also held regular CSR meetings and will continue to do so in 2022. Various online events like the stakeholder roundtable were held and we received much positive feedback, and we will continue this endeavor in 2022. Sustainability goals are more and more becoming elements in the performance reviews.