LOUISVILLE, Colo. (Dec. 8, 2020) — “Årets julklapp” is a common Swedish term translated to English which means, “this year’s Christmas present,” and is predicted each year by the Swedish Retail Institute (HUI). With a pandemic that easily spreads indoors, COVID encouraged Swedes and others around the world to discover—or rediscover—the joys of being outside in nature. As such, HUI has announced that portable stoves will be the top gift to be given this Christmas in Sweden. Outdoor gear gifting is also a prominent topic in the United States with an increased appetite for spending more time in nature.
To be named “årets julklapp,” the product must be a novelty and received new interest in the year in which it was predicted, must account for a high sales value or be available in a large number of units and must represent the era or present situation that we live in. As more people flock to the outdoors around the globe to seek solitude and safety through spending time in nature, the camp stove has become an integral part of outdoor enthusiasts spending their free time camping or eating meals al fresco.
“The so-called ‘storm-kitchen’ became this year’s choice for a Swedish Christmas present because it is a clear example of how much our lives have shifted in 2020. This very sad situation led many people to open their eyes to see how good we feel in nature,” says Global CEO of Primus AB and Brunton Outdoor, Per Wååg.
Founded in 1892 with a storied history of manufacturing innovative cooking products to fuel outdoor adventures, Swedish equipment brand Primus has experienced surging sales in the camp stove category on a global scale in 2020. Retailers have also experienced this groundswell moment with consumer interest in outdoor equipment, struggling to retain stock as new users discover the benefits of spending time in the outdoors. As we approach the holiday season, those that have gained an appreciation for spending time outdoors will welcome gear that enables them to access nature in new ways.
For those looking for approachable stove options, the Primus Essential Trail Kit (MSRP $59.95) and the Essential Backpacking Stove System (MSRP $109.95) make excellent choices for introducing anyone to cooking outside. These stove systems are designed to last a lifetime and be passed onto the next generation user.
“Even though we will hopefully return to normal soon, we expect that more and more people will continue to spend both leisure and the holidays outdoors in ways that are safe, sustainable and good for everyone’s health,” concludes Wååg.
For more information on Primus, please direct media inquiries to Account Manager Eric Hockman at email@example.com.
Primus has powered expeditions and fueled pioneers since 1892, including the first ascent of Mount Everest in 1953 by Sir Edmund Hillary and Tenzing Norgay. Primus products are engineered in Sweden with an emphasis on technology, innovation and sustainability, resulting in reliable equipment that serve as life-long companions on any outdoor adventure—from summit bids to weekend picnics. Primus AB, based in Solna, Sweden, is an independent unit of Fenix Outdoor AB and is distributed in North America by the U.S. compass manufacturer, Brunton Outdoor Inc., out of Louisville, Colorado. Primus products are sold in more than 70 countries worldwide. For more information, please visit www.primus.us.