Think Scandinavia. Think Volvo, Ikea, Husqvarna. Think Sweden outdoors. Think Silva, Trangia, Fjallraven. At the UK’s OUTDOOR TRADE SHOW last month, Swedish outdoor, field sports and country style brand PINEWOOD was back on the scene with COMPASS BRANDS, headed by husband and wife team Tomas and Linda Torstensson.
It’s a brand with a long heritage and many faces – all of them built on quality, performance and style. Compass represents Pinewood as agents for the UK & Ireland with retail orders shipped direct. It’s a familiar model that became fine-tuned in the UK post the trading nightmare of Brexit.
Compass’s marketing chief Linda Torstensson explained what drew them to Pinewood. “The simple answer is right time, right place for both parties, the more long-winded version is that Tomas and I have long been admirers of Pinewood and the opportunity to represent a Swedish brand in the UK was too good to miss.
“Culturally, it is a great fit. My own soapbox subject matter is that language skills and cultural understanding are two completely different things. Everyone speaks great English these days but actually understanding what motivates the brand on one side and the market on the other is another challenge altogether and the UK can be very frustrating for other Europeans!
“Tomas being Swedish combined with my ten years of living and working there plus our almost 20 years of working in the UK outdoor industry are an advantage.”
Pinewood was launched in 1996. It’s a family-owned company from Småland, ‘rooted in the forest and shaped by adventure’ – preferably in the company of four-legged friends. The ‘Småland Spirit’ in Swedish folklore embodies the region’s unique blend of resourcefulness, frugality and community-driven entrepreneurship.
Key strengths form a pattern familiar to fans of Swedish brands – great quality at a reasonable price; design practicality; innovative and at the forefront of technology in all aspects of the business and outward looking.
Spring/Summer 2025 products are all about freedom of movement—about clothing that follows your lead, not holds you back. The new collection puts lightness, stretch, and functionality at the forefront. Airy materials, bold colours, and garments designed for long days outdoors.
Regarding initial trade reaction, Linda T explained, “The change from distributor to agent for Pinewood has been very well received by old/existing customers of the brand. Fundamentally, the brand is well-liked and, particularly in the field and dog sports sector, very well revered.
“Pinewood too is a developing and expanding company. UK customers are very happy with the access directly to the B2B system where they can order what they want when they want it rather than being restricted to what a distributor has available in the market.”
As expected, SUSTAINABILITY is a key pillar in Pinewood’s business operations. Sustainability Manager Isabel Turesson said, “”We get the least environmental impact if we use the garment for a long time. That’s why we think about longevity already when we design our products. It is important to think about the purpose and use. Pinewood focuses on long-termism, not fast fashion. We design so that our garments follow through the seasons and adventures, in line with the goal of a circular textile economy. Well-thought-out collections with timeless garments that go well with many other things in the range.”
Header pic – Carolina Sjogren develops Pinewood’s hunting and dog sports clothing and has a solid background in textile clothing and tailoring. “Testing in the right environment is so incredibly important. Wearing a garment in the real world is a completely different thing compared to standing in front of a mirror in the office.
“I understand the functions and the need for them, which is a great advantage when conveying technical information to the factories that manufacture our products.”