Active Brands aquires Sweet Protection

The Norwegian brand house Active Brands AS acquires 100% of Sweet Protection AS. This will provide Sweet Protection with a strong foundation for further international growth.


- By becoming a part of Active Brands we have a solid owner with a long-term perspective. This allows us to further strengthen our product focus and realize the inherent potential of the Sweet Protection brand, says founder and Head of Design, Ståle N. Møller.


Sweet Protection designs, develops and manufactures helmets, protection equipment and technical clothing for ski/snowboard, mountain bike and whitewater kayaking. The company is known for its no compromise product approach when developing products and provides helmets for world class athletes such as Aksel Lund Svindal, Terje Håkonsen, Henrik Kristoffersen and a range of other international profiles. The company was founded in year 2000 in a garage in Trysil, Norway, and has since then had a fascinating journey.

- We have achieved a great deal with limited resources. Now with a solid financial foundation in place we can focus on the core activities and continue growing. We are convinced that Active Brands is the right partner for us and that they will enable us to reach the goals we have set for the brand, says founder and Head of sales Atle Enberget.


The company had a turnover of NOK 64 Million in 2013, a growth of 25% from the previous year. Three main focus areas explain the growth: Broadening the distribution in Norway, regaining momentum in the European Alps as well as launching a new mountain bike collection. Sweet Protection already has an international footprint with 60% of the turnover originating from outside Norway. In 2013 the exports grew with 35% and the international growth will become even more important in the years to come. Active Brands and Sweet Protection see great opportunities for the brand, particularly in the North American market.

- Sweet Protection is a strong Norwegian brand with a significant international growth potential, says Espen Krogstad, CEO of Active Brands. The acquisition of Sweet Protection is part of our strategy to build a leading brand house within sports and leisure. Sweet Protection has unique competence on helmet technology and has recently launched a mountain bike collection. This acquisition will broaden the reach for Active Brands when it comes to products, seasons as well as geographically, says Krogstad.


To further underline the commitment to grow the brand, key founders and the CEO of Sweet Protection will become shareholders of Active Brands, along with ski racer Aksel Lund Svindal who also held shares in Sweet Protection AS.


- It is very positive for us and for the Sweet Protection brand that key founders and key athletes continue as shareholders, which is in line with how we have built Active Brands so far, says Krogstad. For more information, please contact:

Espen Krogstad, CEO Active Brands, phone: +47 91826347, e-mail:

Christine C. Akselsen, CEO Sweet Protection, phone: +47 41528748, e-mail:



About Active Brands:

Active Brands is the brand house in the Norwegian sporting goods industry. The company owns the brands Bjørn Dæhlie, Kari Traa, Åsnes and Vossatassar. In addition the company functions as the distributor for the brands Bula and Rode. In 2013 the company had a turnover of NOK 337 Million. and it has about 110 employees. Active Brands is located in Oslo and Voss in Norway, Gothenburg in Sweden and Shanghai in China.

Holta Invest is the main shareholder with 70% of the shares.

About Sweet Protection:

Based out of the small village of Trysil, in the midst of the Norwegian mountain and forest wilderness, we have developed helmets, protection equipment and technical clothing since 2000. Our award winning team of designers, skilled technicians and amazing team of athletes are pushing the envelope of functional equipment.

We are always on a relentless pursuit of perfection in every detail.

The company was founded by a group of friends with passion for skiing and snowboarding in the winter and whitewater kayaking and mountain biking in the summer. Our focus has always been to have fun and progress with good friends, but when it comes to our products, we are damn serious.

Visit Sweet Protection online at or Facebook,