About Friluftsvaror

Since 1968, Friluftsvaror has offered functional outdoor products at reasonable prices to make outdoor life accessible to everyone. Over the years, the business has built up a dedicated customer base of outdoor enthusiasts and non-profit outdoor organizations. The brands Fjällmark and Visent are also part of the business.

From 1968 until 2021, Friluftsvaror was owned and operated by the same family. After that, Friluftsvaror was owned by Tretorn until 2024 when Tretorn decided to close the business. Friluftsvaror has many loyal customers, and the store was immediately missed. Therefore, four outdoor enthusiasts decided to take over and restart the business. In April 2024, the store reopened its doors, and shortly thereafter, the online store was relaunched.

Friluftsvaror is Sweden's oldest outdoor store. The business started in Kirseberg, then the store was located for many years on Lantmannagatan and in Limhamn, before moving to E-center at Jägersro. After the rebuilding in early 2024, the store moved across the street and is now located at Agnesfridsvägen 178 in Jägersro in Malmö.

Exciting things happened at the end of 2025. We also took over Äventyrsbutiken in Luleå. A great team who, just like the Malmö team, have high knowledge and service levels.

Who are we, the owners of Friluftsvaror?

Friluftsvaror Nordic AB is owned and operated by Anette Hultberg, Matthias Hultberg, Anders Paulcén, and Catharina Paulcén. The latter three are board members and, in addition to their outdoor recreation experience, will contribute expertise in areas such as online sales, marketing, and purchasing. Anette has been appointed CEO and store manager.
Anders, Catharina, Anette, and Matthias got to know each other through the Scouts and became a close-knit group after enduring several hardships at the large scout camp in South Korea in 2023. Anette has been the store manager at Friluftsvaror in Malmö for the past few years and knows both the customers and the business well.