Primus Retains New Representation in Canada

February 27, 2024

Outdoor cookware brand partners with multiple sales agencies to bolster Canadian business.

LOUISVILLE, Colo. (Feb. 27, 2024)/OUTDOOR SPORTSWIRE/ – Primus, the Swedish cooking equipment brand, announces changes in its Canadian representation. Rock Gear Distribution, the exclusive Canadian Distributor for Primus-Silva Sweden AB, has reached new agreements with its existing Silva sales agencies to now represent Primus as well. Carrell Agencies, Move Sales, The CourtRoom Sales Agency and Gama Sports Group, will support and build the brands’ presence across Canada. Those independent sales agencies represent a variety of premium outdoor brands in the hike, climb, ski, run, bike, and lifestyle categories.

“We are thrilled to be streamlining Canadian business with the inclusion of Primus to these outstanding sales agencies. Carrell Agencies, Move Sales, the CourtRoom Sales Agency, and Gama Sports Group are all top-notch partners that know the Canadian market and also represent complimentary brands to Primus,” said Ian Lowe-Wylde, founder and president of Rock Gear Distribution. “We know Primus will be in good hands with the sales experience they all bring to the table.”

Canada is a large outdoor sports market and represents an exponential growth opportunity for Primus. Outdoor cooking is an important part of the outdoor sports culture in the country, and Primus is looking forward to providing Canadian customers with the ideal cooking solutions for their year-round outdoor culinary needs.

“Canada is a hub for all kinds of adventures in the outdoors, from skiing and rock climbing to fly fishing to trekking, and everything in between. We are looking forward to increasing our brand awareness in the market with the help of these distinguished sales agencies and getting Primus products in the hands of more Canadian customers,” said Becky Day, brand manager – North America for Primus. “From the hardcore mountaineers to the car camping weekend warriors, Primus has the right equipment for making the most out of all outdoor cooking experiences.”

The Carrell Agency has more than 20 years of experience in the outdoor sports industry and prides themselves on their innovative sales approach and emphasis on customer service. The Carrell Agency will oversee sales in British Columbia, west of the Kootenays, as well as the Territories; agency contact, Brent Carrell, can be reached at brentbca@gmail.com.

The Move Sales agency strives to provide a collection of quality brand solutions with product assortments designed to perform in the climate conditions found in their sales territory of eastern British Columbia, Alberta, Saskatchewan, and Manitoba. Move Sales can be reached at info@movesalesinc.ca.

The CourtRoom Sales Agency has more than 25 years of independent sales agency experience in the outdoor and sport specialty markets and are dedicated to customer service and increasing Primus’ brand awareness. Brian Mills at The CourtRoom Sales Agency will oversee sales in Ontario and can be reached at brianmills506@rogers.com.

Gama Sports Group boasts a wide variety of outdoor sports experience, which has helped them to develop targeted marketing strategies for a host of top-tier brands. Gama Sports Group will oversee sales in Quebec and Atlantic Provinces and agency contact, Marisa Ditata, can be reached at mditata@adg2000.ca.

For more information on Primus and their Service for a Reason program, please direct media inquiries to Ryan Silven, ryan.silven@rygr.us.


About Primus: The Swedish company PRIMUS has been creating products promoting freedom of nature since 1892. Primus equipment has been tested on expeditions by such pioneers as Roald Amundsen and Sir Edmund Hillary. PRIMUS is known for reliable, safe and innovative products, that allow people to stay outside longer. With the focus on serving life outdoors, PRIMUS creates environmentally friendly, easy-to-use and lightweight products. Mainly made in Europe, sold in more than 60 countries worldwide.

About Primus-Silva Sweden AB: Founded in Sweden, Primus and Silva have been developing quality outdoor gear for multiple generations. Primus is known for designing and delivering stoves and gear for backcountry and outdoor kitchens everywhere. Silva provides products that make outdoor adventure safe and accessible with compasses, headlamps, running vests and accessories. Currently, Primus and Silva are focused on providing innovative, sustainably minded and performance orientated outdoor equipment for world class athletes and everyday adventurers. The Primus and Silva brands are sold in more than 60 countries worldwide. Primus-Silva Sweden AB is owned by Verdane. For more information, visit silva-canada.com and priumsequipment.ca

About Rock Gear: Rock Gear Distribution is committed to supplying Canada with the best, most innovative outdoor equipment. Located in Western Canada, Rock Gear provides high-end products designed for active people. The company is owned and run by athletes, who appreciate quality gear that is tested vigorously during their adventures in the Canadian Rocky Mountains, from day excursions to multi-day expeditions, rain or shine. This nationwide team is proud to distribute and support Canadian retailers in their customers’ quest to be active outdoors. Rock Gear has been a distributor of SILVA products for many years, and PRIMUS is a welcome addition. For more information, visit www.rockgeardistribution.com or contact info@rockgeardistribution.com.