Creating a powerhouse for Nordic outdoor brands
Creating value by allowing for commercial uniqueness while solving common operational challenges
We are dedicated to building and growing niche brands in the fishing, hunting, and outdoor segments by solving the operational challenges that smaller brands face, whilst preserving their unique commercial identity.
By joining forces, we create a powerful platform for innovation, efficiency, and growth, ensuring that each brand continues to thrive on its own distinctive way.
We give niche brands the operational platform and support to scale and grow
01
Commercial collaboration
Cooperation in product development, marketing and sales unlocks potential that a stand alone brand cannot obtain
02
Joint back-end
Developing shared back-end and operational services reduces cost across brands
03
Shared competence
Owners and managers with extensive experience in growing and scaling brands
04
Improved funding
Diversification and professional capital management enables better and cheaper funding
An attractive model for brand owners
Nordic Outdoor Group offers brand owners an attractive model, acquiring full ownership of the brand but allowing for re-investment in the Group. We believe that such an ownership model enables our brands to extract maximum value from cooperation, while retaining dedicated and competent resources and owners in the Group.
Camar Invest is Nordic Outdoor Group's lead investor
Camar Invest has been the majority shareholder in Nordic Outdoor AS since 2017. Since becoming majority shareholder, Camar Invest has been focused on creating a solid company that could become the starting point for a bigger structure for Nordic niche brands. In 2024, Camar Invest created Nordic Outdoor Group and acquired Vision Group OY.
Camar is a family owned investment company, established in 1994 in Stavanger/Norway. The company is industry independent in terms of its investment profile, but have a financial focus. Camar's resources are primarily focused on long-term investments where Camar can take an active role with the opportunity to work with the leadership teams to build a better company.
Leif Holst-Liæker
Chairman and CEO
Leif is the Chairman and CEO of Nordic Outdoor Group. Leif has long experience from the outdoor industry, serving as CEO of several brands (e.g. Viking, Bergans of Norway), as well as experience from investments, M&A and business development.
Leif was the chairman of Nordic Outdoor since 2018, before joining Nordic Outdoor Group on a permanent basis in 2025.