Sweden-based Active Brands Group Scandinavia AB (not to be confused with Oslo, Norway-based Active Brands AS) announced the acquisition of ColourWear from Tenson, expanding its product portfolio in the board and ski apparel market and strengthening its position as a global distributor of consumer, health and sports brands.
ColourWear was founded in 2010 under the name WearColour “to challenge the industry and the status-quo of the board and ski apparel market.” The brand was best known for its colorful designs and strong freeride and board sports influences. After its initial success in Sweden, it grew well in Europe and North America but filed for bankruptcy at its own request with the Gothenburg District Court in early 2020. In February 2020, ColourWear was subsequently acquired by Tenson, which revived the brand’s core values by introducing colorful and contemporary designs to its surf, street and snow wear collections.
“To date, our work has been focused on branding and design, but it is now time to take ColourWear to the next level. We are certain that the skilled team at Active Brands Group will secure fast and steady growth for the brand,” commented Tomas Solin, CEO of Tenson. Alexander Rodriguez Forsgren, a co-founder of Stockholm-based Active Brands Group, said: “The acquisition is part of our strategy to expand our portfolio with niche brands in new markets, and we are extremely excited to bring ColourWear into the Active Brands Group family. Our expertise coupled with ColourWear’s new CEO’s extensive experience in the ski and board market will make ColourWear ready for this new chapter and ensure we maximize the brand’s potential.” Finn Schottenius, previously category manager at Peak Performance, regional sales manager at Adidas Sweden and most recently regional manager outdoor northern Europe at Internetstores, takes on the role of CEO at ColourWear following the change in ownership.
Founded in 2014, Active Brands Group is currently expanding its existing portfolio while exploring future acquisitions and partnerships. The group’s current brands include Orthomovement, Aetrex, Weight Soles, Sneaker LAB, SmellWell and Rehband. The company focuses on product development, sourcing, sales, e-commerce, marketing and distribution.
