STONEHAM is a sports and outdoor brand from Northern Europe, founded by two cross-country skiing champions, tailored for high-end individuals with unique insights into sports lifestyle and fashion. Since its establishment in 2009, its product range has expanded from initial skiing gear to running, cycling, and outdoor collections, meeting all-around sports needs throughout the year. The sales network spans 19 countries and regions worldwide.
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From 2012 to the present, STONEHAM has been warming up for its entry into the Chinese market. In addition to establishing its own China company and team, it has also sponsored a series of events: the Changchun Vasaloppet International Ski Festival, the Xiamen Haicang International Cycling Open, the Temujin Grassland Mountain Bike Race and the Temujin Grassland Extreme Marathon, the Changchun Vasaloppet International Cross-Country Running Race, and the Tuto Travel project, allowing more Chinese sports enthusiasts to learn about the brand and its products.
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In 2013, it successfully signed a strategic partnership agreement with Tuto (Xiamen) Outdoor Products Co., Ltd., and officially launched in Tuto stores in September 2013, marking the official start of STONEHAM’s journey in the Chinese market. At the Tuto autumn/winter order fair in July 2013, the two founders, Peter Larsson and Fredrik Persson, were also present to introduce the brand’s history and culture. After the event, a brief interview was conducted with the two founders to help everyone better understand ST.
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Peter Larsson: 6-time Cross-Country Skiing World Cup champion, former coach of the Canadian national team, currently Global Marketing Director of STONEHAM
Fredrik Persson: Swedish national champion, 2008 Vasaloppet China champion, currently Product Director and China CEO of STONEHAM
1. Please briefly introduce yourself
PL: My name is Peter. I love cross-country skiing and enjoy life.
FP: My name is Fredrik. I used to be a professional cross-country skier. I strongly hope that the STONEHAM brand will become world-famous. Of course, I also love cross-country skiing and life very much.
2. What was it like being a professional skier?
PL: Being able to turn your hobby and passion into your profession is something many people dream of but rarely achieve. I feel very lucky and happy.
FP: In a way, it’s quite similar to my current job. Now it’s about developing the STONEHAM product line and building the brand—both require the determination to reach the top, along with planning, focus, struggles, as well as inspiration and fun.
3. You are good friends and were also on the Swedish national team together. Do you ever argue? Can you tell us about the worst argument? Who usually initiates the reconciliation? How do you make up?
PL: There have been many small disagreements, but they usually end in silence. After a few days, things naturally blow over. I remember we once disagreed on the brand name. In the end, we decided to go with STONEHAM.
FP: Of course, we’ve had many small arguments. But I wouldn’t call them fights—they’re more like parts of our collaboration that spark inspiration, like sharply expressing our viewpoints. As far as I can recall, we’ve never really been angry with each other. Peter is my best friend.
4. Do you remember how the idea of founding STONEHAM came about? Do you remember when you first talked about it?
FP: At the time, we both really disliked the clothes we wore during training every day. We thought the designs were boring and unattractive. After training, it was impossible to wear cross-country skiing clothes, so we could only wear our regular outerwear. Very simply and naturally, we started talking about creating a different kind of cross-country skiing clothing brand.
5. When your family and friends found out about your idea, what was their reaction?
PL: Cool!
FP: Very cool. We had always hoped someone would do this. But how could a new brand successfully enter the market? Fortunately, our friends and family have always given us the greatest encouragement and support.
6. Why the name “STONEHAM,” instead of something like an abbreviation of your names, L&P or F&P?
PL: Haha, STONEHAM is a very famous ski resort in Canada. I used to be the coach of the Canadian national team and often took the team to train at the STONEHAM ski resort. STONEHAM embodies the elements we want to express through clothing: a lifestyle that combines luxury living with the perfect skiing environment. It’s also the perfect blend of the two most enjoyable aspects of our lives. STONEHAM is classic, and we want STONEHAM clothing to be classic too.
FP: Peter answered most of it. One more thing—we both really like classic American aristocratic style, heavily influenced by North American culture. That’s easily seen in our designs, a blend of Scandinavian simplicity and classic American aristocracy. As for the name itself, it also represents a fusion of Nordic and North American styles.
7. Why are you confident in your brand?
PL: Great ideas in life spark curiosity. Creating the STONEHAM brand is the process of turning that curiosity into reality. I believe in great ideas and curiosity.
FP: When our products first launched, we stood out in the market. Beyond functionality, we focused on detailed design while incorporating fashionable elements. The sensory experience and wearing comfort were delightful. No one had seen anything like our products before, and we received a lot of praise, which gave us a lot of confidence.
8. What is your dream for STONEHAM?
PL: My STONEHAM dream is to see everyone take care of themselves and enjoy life while wearing STONEHAM.
FP: To make STONEHAM world-famous, and through that, contribute to promoting a healthy lifestyle for modern people. Let STONEHAM customers enjoy life’s most beautiful moments in comfort while wearing STONEHAM.
9. What is the STONEHAM lifestyle?
PL: STONEHAM lifestyle is about taking control of your own life. Make sure to enjoy life, say yes to new experiences, and appreciate the little details that bring joy—like family, friends, sports, fine wine, and good food!
FP: It’s about managing your time well, living healthily, enjoying every moment with a touch of luxury, and believing you absolutely deserve such a life. To be more specific, you know, STONEHAM draws inspiration from Nordic skiing—it represents not just a sport, but a way of life. After skiing or finishing any outdoor activity, you must reward yourself: lie back in a cozy cabin, enjoy exquisite cuisine, gather around a warm fireplace, and share stories about an active lifestyle.
10. Over the years since founding the brand, what has been the most challenging part?
PL: The age-old challenge that never changes is getting people to accept innovative ideas!
FP: Communicating to the outside world what STONEHAM is all about!
11. So, what has been the most satisfying part?
PL: When great ideas come to life and become reality.
FP: When people love wearing STONEHAM clothes and hear that STONEHAM started from a crazy idea.
12. How much do you know about China? Why did you decide to enter the Chinese market?
PL: The first time I came to China a few years ago, I was a bit nervous, thinking I’d be facing ancient China. But when I arrived, I found it to be very modern, and the people were incredibly friendly and warm.
China is developing so rapidly, yet it also has such a great history and culture. I hope to bring more diverse lifestyles to the Chinese people.
FP: I’ve come to China several times for ski competitions and have learned a bit about the country. The warmth of the Chinese people always makes me feel welcome. When Chinese friends see STONEHAM for the first time and get excited trying it on, I get really excited too. At that moment, I thought entering the Chinese market was something STONEHAM simply had to do.
13. So, what are your plans in China?
FP: To design and develop products tailored to the Chinese market, select partners who truly understand the market, and expand the brand image. We hope more Chinese people will embrace and love the STONEHAM lifestyle!
14. Can you describe each other in a few words?
PL: Driven, passionate, fast-decision-making leaders!
FP: Goal-oriented, open-minded, kind, and fun-loving.