Whitby Adds Sparks To Brand Portfolio With Light My Fire

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Whitby Adds Sparks To Brand Portfolio With Light My Fire

From April, UK outdoor, camping and bushcraft business WHITBY & CO will be the exclusive UK distributor of LIGHT MY FIRE products. The Swedish brand makes outdoor cooking kit, specialising in tools and accessories for camping and van life, backwoods and the back yard.

Whitby & Co will offer the full Light My Fire range to specialist UK customers, complementing its other brands which include Petromax, Feuerhand, Klean Kanteen, Leatherman, Princeton Tec, Buck, Opinel, Selk’bag, Vapur, Zippo and Whitby Gear.

Founded in 1996, Light My Fire is committed to creating products that reconnect consumers with nature, wherever they go. From the company’s first magnesium fire-starter, developed and used by the Swedish Army, to the iconic Light My Fire Spork plus distinctive lunchboxes and meal kits, the brand offers some of the most practical and stylish outdoor dining products on the market.

In all that it does, Light My Fire pursues a more sustainable approach to materials, transportation, production, CSR, design and distribution, aiming to become a truly CIRCULAR COMPANY.

Phil Ellwood, managing director of Whitby & Co, said, “The products complement brands in all of the specialist categories that we support, which is great news for our UK trade customers ahead of the summer season. On top of that, our company cultures are very similar, striving to do business in a more responsible, sustainable way.”

Calill Odqvist Jagusch, CEO of Light My Fire, added, “We are thrilled and excited to join forces with Whitby & Co. The company has a great track record of nourishing and growing the brands that it represents, and there’s a strong and happy team spirit there.

“We believe, today more than ever, that connecting with nature is a fundamental element that we all need to lead a life in balance. We look forward to igniting dreams of a joyful life outside together with the Whitby team!”

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