Active Brands AS
Active Brands AS's Overview
Active Brands AS is a leading brand-building company in the premium sporting goods and apparel sector, primarily focused on the Scandinavian and North American markets. Their diverse portfolio includes internationally recognized brands such as Sweet Protection (high-performance helmets, eyewear, and technical apparel), Kari Traa (women's specific baselayers and activewear), Dæhlie (technical cross-country skiwear), Johaug (women's athletic wear), Bula (winter accessories), and Åsnes (Nordic skis). Active Brands is committed to developing and managing brands that inspire an active lifestyle through innovation, quality, and strong design.
Where is Active Brands AS's Headquarters?
HQ Function
The headquarters in Lysaker serves as the central hub for Active Brands' strategic management, brand portfolio oversight, global product development coordination, group marketing initiatives, finance, and corporate administrative functions.
Notable Features:
Modern office facilities located in a prominent business park, designed to foster collaboration and innovation. Likely includes showrooms for its various brands and spaces reflecting an active, Scandinavian design aesthetic.
Work Culture:
A dynamic, performance-oriented, and sports-enthusiast environment. The culture emphasizes brand passion, innovation, teamwork, and a Scandinavian approach to work-life balance, encouraging employees to live the active lifestyles their brands promote.
HQ Significance:
The headquarters' location in the Greater Oslo area is strategic for accessing top talent in brand management, design, and marketing. It's also central to the key Nordic market, allowing close interaction with consumers and retail partners.
Values Reflected in HQ: The headquarters likely reflects Active Brands' core values of quality, innovation, performance, and sustainability through its design, functionality, and operational practices.
Location:
Active Brands AS has a significant international footprint, extending beyond its Nordic roots. Key functions supported globally include brand management, product design and development, international sales, marketing, and supply chain logistics. While headquartered in Norway, the company operates dedicated offices and showrooms in North America (USA and Canada) and has strong representation across Europe, particularly in the DACH region and other key European markets. Its portfolio of brands is distributed in over 25 countries worldwide through a network of direct sales, distributors, and leading retailers, both online and brick-and-mortar.
Street Address:
Vollsveien 13H
City:
Lysaker
State/Province:
Akershus
Country:
Norway
Active Brands AS's Global Presence
Broomfield, Colorado/USA
Address: 2770 Industrial Ln, Broomfield, CO 80020, USA
To strategically drive growth, brand awareness, and market penetration for Active Brands' portfolio within the highly competitive and large North American sporting goods market, adapting global brand strategies to local consumer preferences.
Stockholm/Sweden
Address: Undisclosed publicly - typically a sales & marketing office
To strengthen brand presence and sales in Sweden, a key Nordic market with a strong culture for outdoor activities and sports.
Vancouver, BC/Canada
Address: Undisclosed publicly - typically a sales & marketing office
To cater specifically to the Canadian market, ensuring product relevance and effective brand communication for Canadian consumers and retailers.
Buying Intent Signals for Active Brands AS
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Executive Team of Active Brands AS
As of April 2025, Active Brands AS' leadership includes:
Investors of Active Brands AS
Active Brands AS has been backed by several prominent investors over the years, including:
Executive New Hires/Exits in the Last 12 Months
Active Brands AS has strategically strengthened its leadership team over the past 12-18 months with key appointments aimed at driving global sales growth, enhancing brand equity, and fostering a strong organizational culture. No major executive departures have been publicly announced during this period.
New Appointments:
Technology (Tech Stack) used by Active Brands AS
Discover the tools Active Brands AS uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.
Active Brands AS Email Formats and Examples
Active Brands AS likely utilizes common corporate email formats for its employees. The most probable patterns involve combinations of the employee's first name and last name, followed by the '@activebrands.com' domain. For example, 'firstname.lastname@activebrands.com' or 'firstinitiallastname@activebrands.com'.
[first].[last]@activebrands.com or [first_initial][last]@activebrands.com
Format
jane.doe@activebrands.com
Example
70%
Success rate
News and media
FSN Capital News • April 10, 2024
Active Brands AS Publishes 2023 Sustainability Report
Active Brands AS, backed by FSN Capital, released its annual sustainability report, highlighting progress in ethical sourcing, carbon footprint reduction, and promoting diversity across its brands like Kari Traa and Sweet Protection....more
Sportfack (Industry Magazine) • February 20, 2024
Dæhlie Continues Innovation in Cross-Country Skiwear with New Collection
Dæhlie, an Active Brands AS company, launched its new collection for the upcoming ski season, featuring advanced materials and designs developed with elite athletes, reinforcing its position as a leading brand in technical cross-country ski apparel....more
SGB Media • November 15, 2023
Sweet Protection Expands Bike Helmet Range with Focus on MIPS Technology
Sweet Protection, part of Active Brands AS, introduced new additions to its mountain bike and road cycling helmet lines, emphasizing enhanced safety through broader integration of MIPS technology and sustainable materials....more
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