Home of leading Nordic sports fishing brands

Nordic Outdoor Group AS acquires BIOS Aktiebolag

August 27th, 2026

Nordic Outdoor Group AS (NOG) has signed an agreement to acquire BIOS Aktiebolag (BIOS), the Swedish sport fishing and outdoor company behind the iFish brand. With the acquisition, BIOS becomes the sixth company in a Nordic group dedicated to building and growing niche brands within sport fishing. NOG takes formal ownership on September 1^st, 2026.

The acquisition strengthens NOG's position in the Swedish spin fishing market and adds iFish – a brand that has grown into a significant player in its segment – to a portfolio that already includes Sølvkroken, Vision Fly Fishing, Aava, Fly Dressing and Fly Scene.

At the same time, BIOS enters a planned leadership transition. Gabriel Elfström takes over as Chief Executive Officer when NOG becomes owner, succeeding Per Westerlund, who is selling his shares in the company as part of the transaction and will support the handover for a period of up to six months.

BIOS has over the past years delivered a strong transformation from a distributor to an own-brand driven company, with solid financial results to match. NOG and BIOS have complementary brand and product portfolios, and iFish fits naturally alongside NOG's existing brands.

•     A stronger position for the Group in the Swedish spin fishing market

•     A proven transformation towards own brands, backed by strong financial results

•     iFish as a major brand that complements rather than overlaps the existing portfolio

•     A management transition already planned and built on internal resources with long history with the company

NOG is acquiring BIOS as a well-run company that can develop further within the Group and intends to continue the direction BIOS has already set.

•     Continued focus on own brands, with further investment in building the iFish brand in particular

•     iFish as the basis for a Group-wide effort in ice fishing equipment

•     BIOS as the home of spin fishing in Sweden for the Group's brands

•     Investment in a modern IT structure to deliver leading digital retailer and consumer experiences

The change of ownership coincides with a leadership transition that has been prepared internally over time. Gabriel Elfström, today Head of Sales and Product at BIOS, is appointed CEO with effect from the change of ownership.

Per Westerlund, who has led BIOS as CEO and is one of the shareholders selling in the transaction, will remain active in the company for a transition period of up to six months to secure continuity for customers, suppliers and employees.

Leif Holst-Liæker (Group CEO) will take the position of Chairman of the Board of BIOS.

Day-to-day operations, the BIOS team and the company's presence in the Swedish market continue as before. Customers and suppliers keep their existing contacts.

Comments

Leif Holst-Liæker, CEO of Nordic Outdoor Group and incoming Chairman of the Board of BIOS: “BIOS is exactly the kind of company we set out to work with when we started building Nordic Outdoor Group: a strong niche brand, a clear own-brand strategy and people who know their market. Per and his team have built something we have great respect for, and our job now is to add what a group can add – shared operational strength, joint product and market development, and the capital to keep investing in iFish – while leaving the commercial identity of BIOS intact.”

Per Westerlund, outgoing CEO and selling shareholder, BIOS: “Handing over a company you have been part of building is not a small thing, so it matters who takes it on. In Nordic Outdoor Group, BIOS gets an owner with a long-term, industrial view of our business, and in Gabriel it gets a leader from within our own ranks. That combination made NOG the best option for the sellers. I will stay close over the coming months to make the handover as smooth as possible, and then I look forward to following BIOS from the sidelines.”

Gabriel Elfström, incoming CEO, BIOS: “This is a transition we have prepared for, and it lets us keep the course we have set. Becoming part of Nordic Outdoor Group gives us a stronger back-end, access to competence across five other companies and the resources to build iFish further – not least in ice fishing and predator fishing, where we see real potential beyond Sweden. For our customers and partners, the people they deal with at BIOS remain the same.”

About BIOS Aktiebolag

BIOS Aktiebolag, founded in 1994 and based in Malung, Sweden, is a Swedish sport fishing and outdoor company. BIOS develops and sells its own brands – iFish foremost among them, with rods, reels, lines, lures, ice fishing equipment and outdoor accessories – alongside Pool 12 (fly fishing) and a range of established international brands. In 2025, BIOS had a turnover of MSEK 38 and 9 full time employees.

About Nordic Outdoor Group

Nordic Outdoor Group is a Nordic group dedicated to building and growing niche brands within sport fishing.

In 2025 the Group had total sales of approximately MNOK 200, 45 employees, five companies and six own brands. The Group comprises Nordic Outdoor AS (Sølvkroken), Vision Group OY (Vision Fly Fishing, Aava), Fly Dressing AB, VDS Fly Fishing Tackle BV (Fly Scene, Pike Monkey) and Nordic Maps AS. Nordic Outdoor Group was established in 2024 by Camar Invest, a family-owned investment company founded in Stavanger, Norway, in 1994 and majority shareholder in Nordic Outdoor AS since 2017.

For further information

Leif Holst-Liæker, CEO, Nordic Outdoor Group – lhl@nordicoutdoorgroup.com

Gabriel Elfström, incoming CEO, BIOS Aktiebolag – gabriel@bios.se

Per Westerlund, outgoing CEO, BIOS Aktiebolag – pw@bios.se

Nordic Outdoor Group AS/Vision Group OY acquires VDS Fly Fishing Tackle BV

November 20th , 2025

Nordic Outdoor Group AS and Vision Group OY is today announcing that it has reached an agreement to acquire 100% of the shares in its long-term distributor and partner VDS Fly Fishing Tackle BV which is, besides operating its own fly-tying business/brands, representing all Vision Group OY brands in Benelux, Germany and France. The transaction will be completed on 31.12.2025.

This is a strategic move which is set to significantly enhance Vision Group OY’s presence, operational efficiency, and commitment to customers across the region.

The acquisition of VDS Fly Fishing Tackle BV is a natural evolution of a successful partnership that started when Vision was founded. By fully integrating the distributor's operations, Vision Group OY will be able to:

• Improve service: Offer a more unified and streamlined customer experience, from ordering to support. VDS Fly Fishing Tackle BV will have better access to products/inventory and be better able to serve ongoing customer needs.
• Accelerate growth: The transaction will enable VDS to dedicate more sales resources in the region to better support and manage accounts. In addition, VDS Fly Fishing Tackle BV and Fly Dressing AB (another Nordic Outdoor Group AS company) will coordinate and cooperate on its fly-tying assortment and operation, to offer the market the best available selection of products.
• Enhance local expertise: Vision Group OY will retain the deep regional knowledge and established local relationships of the VDS Fly Fishing Tackle BV team. All employees of VDS Fly Fishing Tackle BV will stay on.

Juha Koivu, CEO of Vision Group OY, commented; "This is a pivotal moment for Vision Group OY and our commitment to a key region for our brands Vision and Aava. VDS Fly Fishing Tackle BV has been an exceptional partner, embodying our values and delivering outstanding service. Bringing their experienced team and established infrastructure directly into our company will allow us to unlock new levels of efficiency and provide an even better experience for our customers and partners."

 Paul van De Sande, Managing Director/Owner of VDS Fly Fishing Tackle BV added; "Joining forces with Vision Group OY is an exciting, and logical next chapter. Our team is proud of the foundation we’ve built, and we look forward to integrating closer with Vision Group OY to create an even stronger, more agile organization that is better positioned to serve the needs of the market."

The transaction will be completed on 31.12.2025. VDS Fly Fishing Tackle BV will continue to operate as a separate legal entity in the short term, with a long-term view that the company will be integrated into the operation of Vision Group OY.

Nordic Outdoor Group AS acquires 100% of the shares in Fly Dressing AB

April 7th , 2025

Fly Dressing AB is Sweden’s largest fly-fishing wholesaler and the biggest supplier of fly-tying material in the Nordic region. The company is also Vision Group’s sales agency for the Swedish, Norwegian and Danish market. The company was established in 1964 and is now based in Habo in Sweden with an office and warehouse.

Details of the Acquisition

Nordic Outdoor Group AS will acquire 100% of the shares in Fly Dressing AB, from Peter Bratt (CEO/Product Manager), Niklaus Bauer (Partner/Head of Sales & Marketing) and August Norberg (Partner/Sales Representative). Simultaneously, Peter, Niklaus and August will re-invest the majority of the proceeds and become shareholders in Nordic Outdoor Group AS.

Becoming part of Nordic Outdoor Group will benefit both Fly Dressing and the other companies in the Group and create value through improved solutions and services for the Group brands’ retail partners.

As part of Nordic Outdoor Group, Fly Dressing will be able to further expand its fly-tying business into the Norwegian and Finnish market. Together, the Group will also aim to build a platform for Fly Dressing to become a major supplier of fly-tying material to larger European markets.

Fly Dressing will continue to represent Vision and Aava in the Swedish and Danish market. In Norway, Fly Dressing will join forces with Nordic Outdoor to establish an improved service and offer to Norwegian retailers. From 2026 Nordic Outdoor will stock and invoice Vision and Aava to secure shorter lead times and improved efficiency for local retailers. Fly Dressing will continue to manage major Vision accounts and support the marketing efforts in the Norwegian market.

Lastly, with Fly Dressing as part of the Group, Sølvkroken will now get a distribution platform for the Swedish market.

Fly Dressing will continue to operate as a standalone entity with its existing organization and continue to work closely with Vision Group to improve and expand the Group’s fly-fishing range. All key personnel will continue in current roles and now also support the wider Group in further building a leading Nordic powerhouse for fishing tackle and outdoor brands.

“After Nordic Outdoor Group was established, the immediate next step for us was to open the dialogue with the owners of Fly Dressing with the aim to bring them into our Group. I am very happy that we quickly came to a joint solution and look forward to working with the Fly Dressing team to bring their expertise, passion and energy to even more partners” says Leif Holst-Liæker, the Nordic Outdoor Group CEO.

“Fly fishing is more than just a business for us - it’s a way of life. Joining Nordic Outdoor Group gives us the opportunity to share our passion with an even larger audience while staying true to our roots. We’re excited about this new journey and look forward to growing together with our customers and partners” says Peter Bratt, Niklaus Bauer and August Norberg.

Leif Holst-Liæker appointed Chairman and CEO of Nordic Outdoor Group

December 16th , 2024

As of February 1, 2025, Leif Holst-Liæker has been appointed Chairman and CEO of Nordic Outdoor Group.

Leif has extensive experience from sports/outdoor, retail and investments and has a background as a consultant at McKinsey, CEO of Viking footwear, CEO of Bertel O. Steen Invest and CEO of Bergans Fritid.

In a statement Sindre Ertvaag (CEO of Camar) said: "Leif has been with us as chairman of the board of the subsidiary Nordic Outdoor (Sølvkroken) since 2018 and he has been a major contributor to creating the strategy for Nordic Outdoor Group. We look forward to deeper collaboration and to growing Nordic Outdoor Group together to become a leading player in the sports and outdoor industry in the Nordic region."