Brunton Outdoor, Inc. Announces the Executive Promotion of Per Wååg

January 31, 2020

Wååg named Primus and Brunton CEO after serving as North American General Manager

LOUISVILLE, Colo. (Jan. 31, 2020) — Fenix Outdoor brands Primus and Brunton are proud to announce the promotion of Per Wååg to Global CEO of Primus AB and Brunton Outdoor, Inc., effective January 27, 2020. Wååg previously served as General Manager of Brunton Outdoor, Inc., the U.S.-based manufacturer known for building precision outdoor navigation instruments since 1894 and the North American distributor of Primus, the Swedish heritage outdoor equipment brand known for producing innovative cooking products that have helped fuel adventures since 1892.

“Per has been with the brands for seven years, we all know him, and are excited to welcome and support him in his new role as Global CEO for the Primus and Brunton brands,” says Lars-Ola Brolinson, global director of brands for Primus and Brunton. “He is the perfect fit to lead these brands. Per’s strength as a structured leader will help drive our work ahead to meet the demanding future goals of these brands.”

Raised in Sweden, Primus’s global home, Wååg has more than 18 years of experience at premium global outdoor equipment brands, focusing on research and development, product management, and marketing and sales of technical hardgoods.

Through his strategic and passionate approach to brand development, Wååg successfully positioned both brands for continued growth over the coming years. Wååg will lead Primus and Brunton’s global staff in his new role, leaning on his wealth of industry experience and proven track record of success across a variety of product categories.

“Working with the global and North American teams, we continually look for opportunities to share our design and innovation process at Primus and Brunton, inspiring more people to cook and enjoy food in the outdoors, and create memories in an authentic and relatable way,” says Wååg. “I am excited to continue growing with Primus and Brunton.”

For more information on Primus, please direct media inquiries to Account Manager Eric Hockman at eric.hockman@rygr.us.


About Primus: Primus has powered expeditions and fueled pioneers since 1892, including the first ascent of Mount Everest in 1953 by Sir Edmund Hillary and Tenzing Norgay. Primus products are engineered in Sweden with an emphasis on technology, innovation and sustainability, resulting in reliable equipment that serve as life-long companions on any outdoor adventure—from summit bids to weekend picnics. Primus AB, based in Solna, Sweden, is an independent unit of Fenix Outdoor AB and is distributed in North America by the U.S. compass manufacturer, Brunton Outdoor Inc., out of Louisville, Colorado. Primus products are sold in more than 70 countries worldwide. For more information, please visit www.primus.us.

 About Brunton: Founded in 1894, Brunton has become the gold standard for precision navigation equipment for outdoor enthusiasts and field-based professionals alike. Over 125 years ago, founder David W. Brunton created the first Transit compass that quickly became and maintained its position as the top instrument in its class. Today, this spirit of indestructible innovation lives in the form of professional-grade solutions as tough and beautiful as the rugged Rocky Mountains that Brunton products are developed and tested in. Brunton Outdoor Inc. is based in Riverton, Wyoming and is distributed by Fenix Outdoor AB out of Louisville, Colorado. For more information, please visit www.brunton.com.