Primus-Silva, the Swedish outdoor equipment company, has appointed Jonas Sjögren to become its new CEO. Richard Jägrud, who has served as CEO for the past seven years, has decided to leave the company and take on new career challenges. Jonas and the management team of Primus-Silva will work closely together to lead the company into the 2027 growth strategy.
Primus-Silva AB is focusing on providing innovative and sustainable, high performance outdoor equipment for world class athletes and everyday adventurers. The Primus and Silva brands are promoted and sold in more than 60 countries worldwide.
Jonas Sjögren has extensive experience, and a proven track record, as CEO. His latest assignment was as CEO of POC for seven years, and before that Jonas worked in the media business as CEO of Kanal 5/Discovery Networks for 10 years.
“Primus-Silva makes world-class products – which I love to use. The brands are building on more than 100 years of experience and the opportunity to lead these fantastic brands forward makes me both proud and excited. I am also entering the company in an exciting phase, and I am looking forward to working closely with Verdane as owners and the board with the growth targets. I’m certain that more people will spend more time outdoors and that Primus-Silva as a company is well positioned to continue growing in key product categories. I’m looking forward to working with my new colleagues,” says Jonas Sjögren, the new CEO of Primus-Silva.
Richard Jägrud, who has played an important role during the past seven years – transforming Silva into a consumer-driven, innovative brand, and leading the acquisition of Primus, and the merger of two companies into Primus-Silva – has decided to take on a new career opportunity.
“I am immensely proud of our team that has gone through a major transformation during these seven years. With Silva, we have created a completely new brand experience, strengthened our product offering with several innovations, and we have positioned Silva as a healthy, growing company. During the last year, we have also acquired Primus and built the foundation for a strong equipment company. I am convinced that Primus and Silva will have bright futures, especially when considering the fantastic people who contribute to developing the companies every day. It is with a heavy heart that I am leaving Primus-Silva, but I am also looking forward to taking on new challenges,” says Richard Jägrud.
Verdane acquired Silva in 2021 and the board has been working closely with the management team of Primus-Silva ever since.
“Richard has played a central role in developing the company to the position we have today, and he has carried out several successful changes, not least the recent integration of Primus and Silva. I want to take this opportunity to show our appreciation and I wish him the best of luck in his future assignments. At the same time, we are very pleased to welcome Jonas as the new CEO of Primus-Silva. Jonas is well acquainted with the Sports & Outdoor business, and he has experience building strong brands. I am convinced that Jonas’s personality and experience will contribute to continued positive development for Primus-Silva,” says Petter Sundberg, Chairman of the Board Primus-Silva.
Jonas Sjögren will start his new position on April 8, 2024, while Richard Jägrud’s last official day at Primus-Silva will be April 30, 2024.
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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.
