Tenson’s heavy investment to retain market pole position in Sweden and Worldwide

The classic clothing company Tenson is now set to retain its position as the leading trademark of Outdoor/Marine and Ski wear. A new offensive three-year plan, new design, Tenson products-only boutiques and a more offensive profile/imaging and marketing campaigns are just a few examples of on measures introduced to increase the sales of Tenson’s high-quality range of functional clothing for the active outdoors.

Tenson, founded in Varberg in 1951, is today owned by the outdoor and sportswear concern Norrwin. The new CEO is Johan Lövqvist, formerly of Didriksons. Johan’s mission is to relaunch the Tenson brand and retain the strong market standing the company enjoyed in the 80s as one of the leading brands in the field.

"Our plans stretch to 2012 and include a range of offensive investments. Up to now we have concentrated a lot of energy in coming up with the right design for our products as well as the right platform for the ’new-look’ Tenson range. The next step is to go very public and accessible to clearly show that the classic and strong Tenson trademark is back at the forefront,’ says MD Johan Lövqvist.

The very first Tenson boutique, selling exclusively Tenson products, opened its doors on the 25th of September, Kungsbacka. According to plans, further Tenson boutiques will open throughout Sweden and abroad.
 
’Increased market proximity and accessibility are the prerequisites for the future success of Tenson. Tenson will be found where the active outdoor person is to be found,’ adds Johan.

Since Tenson’s foundation in Varberg back in 1951, the company has enjoyed a successful export business in Europe with, apart from Sweden, Holland, Denmark and Belgium proving to be the largest and most important Tenson markets.

Today the Swedish market represents 12% of Tenson’s total sales, the remainder made up of exports. Holland makes up for over 50% of sales and is Tenson’s biggest market.
’Our assessment is that Tenson will increase sales in all markets during the next three years,’ says Johan Lövqvist.


For further information please contact:
Johan Lövqvist, MD Tenson. Cell:(00460) 702 68 83 00. Email: johan.lovqvist@tenson.com