Nordic Outdoor Group AS Acquires Bios Aktiebolag, Owner of iFish

August 31, 2026

Nordic Outdoor Group AS (NOG) has signed an agreement to acquire Bios Aktiebolag (Bios), the Swedish sport fishing and outdoor company behind the iFish brand.

With the acquisition, Bios becomes NOG’s sixth sport fishing brand. The portfolio also includes Sølvkroken, Vision Fly Fishing, Aava, Fly Dressing and Fly Scene. Bios had sales of SEK 38 million ($4 million) in 2025.

NOG takes formal ownership on September 1, 2026.

Gabriel Elfström, head of sales and product at Bios, takes over as Bios’ CEO when NOG becomes owner, succeeding Per Westerlund, who is selling his shares in the company as part of the transaction and will support the handover for a period of up to six months. Leif Holst-Liæker, chairman and CEO of NOG, will take the position of Chairman of the Board of Bios. SGB MEDIA