Johnson Outdoors Sells Silva Trademark for North America


Silva Sweden AB has come to an agreement with Racine, Wisconsin-based Johnson Outdoors to acquire the Silva trademark rights for North America. The two companies have signed a transfer agreement with the intent to close the sale on January 4, 2018.

“We are excited to acquire the North American trademark rights to the Silva brand,” says Richard Jägrud, CEO of Silva Sweden AB. “The transaction allows Silva to sharpen its focus on growing our core capabilities, accelerating growth and offering greater support to a global network of Silva dealers.”

Silva’s products include many outdoor products, including marine dash-mounted compasses, headlamps, dry bags, smart bands and binoculars.

“We are happy that Silva Sweden is now able to have a global brand,” says Bill Kelly, Group Vice President at Johnson Outdoors. “With their strong position in performance compasses and a broad assortment of additional products, they are well positioned to grow the global business and ensure that the Silva brand thrives moving forward.”

For the remainder of 2017, Johnson Outdoors will continue to service the North American market. Effective immediately, Silva Sweden AB will begin the sell-in process for 2018. Silva Sweden AB will partner with Liberty Mountain Sports as the exclusive distributor in the United States and with Rock Gear Distribution in Canada.

Johnson Outdoors designs, manufactures and markets a portfolio of consumer brands across four categories: watercraft recreation, fishing, diving and camping.

Silva Sweden AB has developed and sold high-quality outdoor gear since 1933. All products are developed in Sweden and tested in the harsh Nordic environment and weather conditions.