Primus and Brunton Name rygr Agency of Record for U.S. Public Relations

January 17, 2018

LOUISVILLE, Colorado – Fenix Outdoor brands Primus and Brunton name rygr, an integrated marketing agency for the active lifestyle, agency of record, supporting the public relations efforts in the United States, effective January 1, 2018.

“In its 125th year, Primus is experiencing tremendous momentum both with our legacy fans who know the brand for well-built, reliable outdoor stoves and equipment, as well as a new generation of outdoor enthusiasts who demand quality and value in the cookware they choose for their active lifestyles,” says Per Wååg, general manager for Primus and Brunton in North America. “We will look to rygr to amplify the brand, utilizing its communications expertise to introduce Primus and Brunton to new audiences and markets while continuing to resonate with our current fan base.”

With a storied history of pioneering and outdoor expeditions rooted in Stockholm, Sweden, Primus has been creating high-quality products for outdoor use since 1982, when F.W. Lindquist invented the first soot-free kerosene stove and named it “Primus.” Since then, the brand has evolved from a maker of household stoves to a leader in outdoor cooking equipment. Primus’ durable and fuel-efficient outdoor cooking equipment has accompanied pioneers on treks all over the globe, including the Andree expedition to the North Pole, Roald Amundsen’s exploration of the South Pole, and Sir Edmund Hillary on the first ascent of Mount Everest.

Today, Primus continues to create reliable, innovative and environmentally-friendly products, from ultra-light backcountry stoves and tools to car-camping grills and utensils, that are easy and safe to use. Whether it’s gathering to cook a meal with friends in the park, or pushing limits in the mountains, Primus products provide the freedom to explore.

Similarly, Brunton was born in 1894, when a Canadian-born geologist and mining engineer in Denver, Colorado, designed the Pocket Transit Compass, a precision instrument that became a Gold Standard for outdoor professionals in need of functionality, durability and craftsmanship from their equipment. Since then, Brunton has continued to push the limits as a world-class navigation company, and is committed to providing reliable, durable and high quality instruments to explorers, adventurers, and professionals who demand accurate data from their equipment. Brunton manufactures all of its compasses and tolls in Riverton, Wyoming.

“While Primus and Brunton boast long, storied brand heritage, we are most excited to tell the stories of their innovative, forward-looking product lines that deliver quality, style and value to outdoor consumers today,” says Brian Holcombe, principle at rygr. “Beyond best-in-class, quality product, Primus and Brunton offer rygr the opportunity to work alongside brands that we truly believe in. Their emphasis on quality, durability and environmental responsibility are values we share at our core.”

rygr is an integrated marketing agency for passion brands, which partners with leading active lifestyle companies to orchestrate 360-degree product and brand campaigns.

For more information regarding Primus, please contact Account Manager Emily Banks at emily.banks@rygr.us.

For inquiries regarding Brunton, please contact Account Coordinator Maddy Fones at maddy.fones@rygr.us.

You can visit both brands in booth 37031-UL at the Outdoor Retailer Snow Show in Denver, January 25-28, 2018.


About Primus: Swedish company Primus has been creating products for outdoor use since 1892. They have been tested on expeditions by such pioneers as Fridtjof Nansen, Roald Amundsen and Sir Edmund Hillary. Today, Primus is known for its reliable, safe and innovative products that make people enjoy their outdoors adventures— both big and small. The focus is on creating environmentally friendly, easy to use and lightweight products. Primus AB, based in Solna (Sweden), is an independent part of Fenix Outdoor AB. 90% of Primus’ product range is sold in more than 70 countries worldwide. For more information, please visit www.primuscamping.com.

About Brunton: At Brunton, we come to work with a clear vision: remove any obstacles that stand between our customers and their passion to stay outdoors. It’s been this way since 1894, when D.W. Brunton created the now legendary Pocket Transit― a compact, precision compass that continues to give outdoorsman the confidence to push beyond the beaten path. Today, this spirit of indestructible innovation lives in the form of professional-grade solutions as tough and diverse as the rugged Rocky Mountains that we’ve called our laboratory for over 125 years. Our goal is to build products as tough as the people who get to use them and to allow these users to push themselves and our products to extend their adventure. For more information, please visit www.brunton.com.

About rygr: rygr (pronounced rig-or) is a new media agency for today’s new media world. We partner with leading active lifestyle brands to orchestrate omnichannel product and brand campaigns. We excel in the gray zone between paid, earned and owned media. rygr is a Backbone Group company. www.rygr.us 

Contact: Emily Banks
970-924-0704 ext: 103

Contact: Maddy Fones
970-924-0704 ext: 186