2From February 24 to 27, the 12th Asia Outdoor Trade Show was grandly held at the China National Convention Center, where the four premium outdoor brands under Sweden’s Fenix Group made a remarkable appearance.
The booth design of the Fenix Group continued its signature Swedish minimalist style, using environmentally friendly solid wood structures throughout, perfectly complementing the overall product aesthetic.
At the exhibition, Fjällräven unveiled its brand-new autumn/winter collection, featuring everything from windproof jackets to polar down garments. Several new products incorporating cutting-edge technologies made their first public appearance. This season, Fjällräven introduced HC-Lite™ for the first time.TMThe brand combined lightweight, quick-drying HC-Lite fabric with G-Loft Supreme to create ultra-light down jackets. It also applied its proprietary Eco-shell fabric across multiple series, launching the Keb Eco-Shell, Abisko Eco-Shell, and other Eco-Shell series. Eco-shell is Fjällräven’s uniquely developed lightweight, windproof, and waterproof fabric, free from any fluorocarbons, recyclable, safe, and eco-friendly. Tested to withstand up to 30,000 mm of water pressure (waterproof rating) and with breathability of 26,000 g/m²/24h, it offers excellent protection against wind and rain.
The exhibition also showcased Fjällräven’s high-quality down jackets produced through its rigorous down production process, as well as warm down garments capable of withstanding extreme polar cold.
Fjällrävenclassic trouser lines and new styles were also prominently displayed at the exhibition.
The most eye-catching items were the beloved backpack series. A vibrant array of Kånken backpacks, along with brand-new Re-Kånken backpacks, Rucksack retro backpacks, and High Coast professional outdoor backpacks—all made their first appearance at the show, all crafted from 100% environmentally friendly polyester fiber.
German handmade outdoor footwear brand HANWAG presented a range of lightweight urban outdoor products tailored for the Asian market. Breaking away from traditional outdoor shoe designs, these styles lean more toward urban casualwear—suitable not only for outdoor settings but also for everyday wear. Many products also feature GORE-TEX® waterproof and breathable technology, maintaining strong outdoor functionality.
Century-old outdoor brand PRIMUS showcased numerous classic stoves and water gear products at the exhibition. Its new camping series, with innovative designs and comprehensive functionality, quickly won the hearts of outdoor enthusiasts—even before hitting the market.
The new camping series was specially developed by Primus’s product design team in collaboration with outdoor chefs and food experts. Each product underwent continuous field testing to ensure that materials, functions, and details met all-around camping needs. The birth of Primus’s new camping series has made outdoor living more enjoyable and promises to deliver unforgettable memories.
The American premium professional gear brand Brunton, founded in 1894, showcased a variety of mobile energy equipment, including solar panels, solar power banks, and high-capacity outdoor power sources—all highly favored by outdoor enthusiasts.
Throughout the exhibition, many professional media outlets conducted interviews and reports on the Swedish Fenix Group. CCTV’s Finance Channel and Sports Channel interviewed Mr. Alex Koska, Global Sales Vice President of Fenix Group, regarding the company’s development trends in China.
Many partners from across the country also made a special trip to the exhibition to explore the latest innovative products and trends of the Fenix Group’s four outdoor brands. The exhibition was bustling with an exciting crowd.