Tenson, Swedish Outdoor Brand, Acquired by New Wave Group

7月 04, 2023

On June 30th, the Swedish brand management company New Wave Group announced the acquisition of all shares of Tenson AB, a Swedish outdoor company.
Founded in 1951 in Varberg, a coastal town in Sweden, Tenson AB is an outdoor and lifestyle brand deeply rooted on the west coast of Sweden. In its early years, Paul Rydholm and his sister, along with two female tailors, opened a small sportswear workshop.

In 1955, Tenson launched its first product, the Fjäll Anoraken (Mountain Anorak 7031). In 1971, Norwegian explorers wore this garment during an expedition to Huagoruncho, a peak in the C …

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