SmellWell is a Swedish odour-control brand founded in 2012. Its climate-neutral freshener inserts and laundry products for shoes and sports gear are sold in more than 6,000 stores worldwide.
Same category, HQ in Sweden
BOScandinavian visibility brand combining minimalist bike lights, reflective wear and safety accessories for urban riders and runners. The catalogue combines front and rear bike lights with wearable illumination and reflective accessories shaped for everyday urban use.
Urban cycling visibility accessories
BOBorstiq makes horse grooming brushes and care products with natural materials. The Swedish brand has been making brushes since 1989 and is part of Willab AB.
Horse grooming brushes and care
ELEleiko is a Swedish maker of strength equipment, headquartered in Halmstad, whose story began in 1957 with a barbell built to withstand the demands of an entire weightlifting competition at a time when bars routinely bent or broke. It makes barbells, plates and complete strength systems for gyms, athletes and home lifters, and offers bespoke gym designs. Eleiko says it is uniquely certified by the IWF, IPF and Para Powerlifting federations, and describes itself as a family-owned company.
Specialist sports equipment
HIHilleberg is a family-owned tent maker founded in 1971 by Bo Hilleberg in northern Sweden. The company is based in Frösön, Sweden.
Specialist sports equipment
POPOC is a Stockholm-based maker of protective equipment and clothing for cycling and snow sports, including helmets, eyewear and apparel. The company says it designs around safety, performance and appearance, testing materials and shapes for use on roads, trails and mountains. Its history records a 2019 collaboration with twICEme to put an NFC medical-information chip into a helmet; that is a dated product partnership, not evidence of a current sponsorship.
Specialist sports equipment
PRPrimus is a Swedish maker of outdoor stoves, founded in Stockholm in 1892 by F.W. Lindqvist and J.V. Svenson, who built the first soot-free kerosene stove. Today it makes portable stoves, vacuum bottles, flasks and outdoor cooking accessories for hiking, camping and expeditions. The stoves are designed in Sweden and most are assembled in the brand's own factory in Tartu, Estonia.
Outdoor stoves, bottles and cooking accessories
