Didriksons, the Swedish company specializing in rainwear and outdoor garments, lifted its sales by about 50 percent last year as it pushed ahead with its strategy to offer activewear for the entire family. Sportfack, the Swedish sporting goods magazine, reports that Didriksons' turnover jumped to about 464 million Swedish kronor (€51.4m-$69.5m) last year. It inflated by 48 percent to about SEK 218 million (€24.1m-$32.6m) in Sweden, but at the same time it doubled in Norway to reach the equivalent of SEK 75 million (€8.3m-$11.2m) and also increased significantly in Russia, now Didriksons' third-largest market. A detailed profile of Didriksons and the strategy behind its swift expansion in the last years will be included in our Swedish outdoor market report.
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