1. President Martin Nordin
PRESENTATION OF THE
FENIX OUTDOOR GROUP
President Martin Nordin

2. BUSINESS CONCEPT
The business concept of Fenix Outdoor is to develop and market high quality and low-weight outdoor products through a selected retail network with a high level of service and professionalism to end-consumers with high expectations

3. THE HISTORY OF THE FENIX OUTDOOR GROUP
1950: The founder, Åke Nordin starts to develop outdoor equipment
1960: Fjällräven AB is founded
1983: Fjällräven is introduced on the Swedish OTC stock exchange
1998: The logistic centre in Holland is built out in order to serve
the whole of Europe
2001: Fjällräven acquires Tierra AB and the three retail chains
Friluftsbolaget, Naturkompaniet (Sweden) and Skandinavisk
Høyfjellsutstyr (Norway).
2002: Primus is acquired. The Fjällräven Group changes its name to Fenix Outdoor Group.
2003: New logistic and warehouse opened in Holland
2004: Hanwag is acquired
2007: Skandinavisk Høyfjellsutstyr (Norway) sold.
2008: JV established in China.
2009: Naturkompaniet opens up its 21th own shop (totally 28 including franchise).

4. Fenix Outdoor AB (publ)
ORGANISATION STRUCTURE
Fenix Outdoor AB (publ)
Brands
Retail
Logistics
CFO
Hanwag
Fjällräven
Primus
Tierra
Natur-
kompaniet
Accounting Treasury IT
Facilities .

5. GROWTH IN SALES AND PROFITMARGIN

6. SEMI ANNUAL REPORT Q1

7. THE FENIX SHARE

8. GROUP GOALS
Become one of the leading players in
Europe in outdoor clothing and equipment
”Fenix Outdoor is aiming at strong international growth while retaining an outstanding profitability”
Achieve an average profit margin
before taxes of at least 10%
Achieve a average growth rate of at least 10% per annum in the next five years

9. A European expansion based on a Establish new business on new markets
HOW DO WE REACH OUR LONG TERM GOALS?
Fenix Outdoor Group
will achieve its goals
in two ways
A European expansion based on a
strong Nordic retail network and strong brands, through organic growth:
Marketing
Use retail feedback
Establish new business on new markets
Expanding the brands division through acquiring additional outdoor brands.
Use and develop our well-functioning logistic organisation as a platform for further expansion while maintaining profitability and using synergies of scale

10. THE BRANDS DIVISION

11. STRONG EUROPEAN MARKET POSITION
Share of Net Sales for Brands on different markets
SUMMARY BRANDS
2008
Net sales 708,0 (610,8) MSEK, an increase of 16%.
Operating result for Brands 109,6 (99,3) MSEK.
2009 Q1
Net sales 245,5 (179,3) MSEK, an increase of 37%.
Operating result
56,7 (43,5) MSEK.
Germany 36,6% 33,6% ,9%
Benelux 15,8% 15,7% 16,8%
Other Nordic 16,9% 18,1% 17,1%
Other Europe 13,1% 12,5% 12,7%
Sweden, excl 11,1% 12,6% 11,4%
sales to Naturk.
Other markets 6,4% 7,5% 8,1%

12. THE BRANDS DIVISION - FJÄLLRÄVEN
The Fjällräven products are distributed through several selected retailers in countries where the company is represented
Fjällräven designs and develops a summer- and winter collection each year.
Fjällräven has a presence in more than 15 countries
Fjällräven has an excellent position to keep strong growth and profitability in the years to come
The brand awareness of Fjällräven is high on several European markets.

13. THE BRANDS DIVISION - TIERRA
The Tierra brand was founded in 1982 and is one of the leading brands in Scandinavia in the segment for high-tech clothing for demanding outdoor activities
The products are targeted at end-consumers with a strong interest in outdoor activities and that are expecting high functionality and extremely high quality products
Tierra has a presence in Sweden and Norway
Tierra is a complement to Fjällräven with technical garments

14. THE BRANDS DIVISION - PRIMUS
Primus was founded in 1892 and develops outdoor and camping equipment in the segments of boiling, heating and lighting, powered by gas and liquid fuels.
The Primus products are targeted at end-consumers demanding portable equipment for extreme conditions.
Primus is through pioneering research and development the leading manufacturer of boiling and lighting equipment for the outdoor market.
Primus has a world-wide presence
Primus largest markets are the USA, Scandinavia and Western Europe.

15. THE BRANDS DIVISION - HANWAG
The firm Hanwag has been manufacturing Hanwag boots just north of Munich since 1921, gaining a worldwide reputation for the exceptional quality of their boots.
Hanwag has a world-wide presence
Hanwag´s largest markets are Germany and Holland.
Hanwag boots are sold in 16 countries across the world.

16. THE RETAIL DIVISION

17. THE RETAIL DIVISION 28 stores
A retail network of 28 stores in attractive sites in Sweden creates a solid base for growth. New shop opened in Halmstad in September 2008, new franchisestore in Kristianstad, April 2009 and new shop in Stockholm 2009.
Focus on selling well-known brands and high-quality products to end-consumers with high expectations of quality and functionality.
A unique focus on the outdoor segment offering a wide range assortment of clothing, shoes, equipment, maps etc. is a competitive advantage over other retail networks focusing on general sports goods.
28 stores
Naturkompaniet

18. A BROAD RETAIL ASSORTMENT
SUMMARY RETAIL
2008
Net sales 253,1 (234,2) MSEK, an increase of 8%, comp. units +2%.
Operating result for Retail 25,9 (24,5) MSEK.
2009 Q1
Net sales 53,1 (43,5) MSEK, an increase of 22%, comp units +20%.
Operating result 1,4 (-1,5) MSEK.
The retail chains marketing and sells a broad assortment for an active outdoor life:
Clothes (Tierra, Fjällräven, North Face, Patagonia, Haglöfs, Marmot etc.)
Shoes and boots (Hanwag, Meindl, Teva etc.)
Technical equipment (Primus, Silva, Trangia etc.)
Other outdoor equipment including books and maps
”The complete assortment of outdoor products is a competitive advantage towards other retailers only focusing on sporting goods”