Five Seasons
Five Seasons is a Swedish sportswear brand making value-priced clothing for outdoor activities, skiing and golf. Founded by Gunnar Johansson, it sells mainly through sports retailers and distribution partners across Europe.
| Origin | Sweden |
|---|---|
| Founder | Gunnar Johansson |
| Categories | Outdoor, ski and golf clothing |
| Price positioning | Value |
| Website | fiveseasons.se |
What is Five Seasons?
Five Seasons is a Swedish brand of outdoor, ski and golf clothing positioned at accessible price points. It was founded by Gunnar Johansson and is sold through sports retailers, with jackets for men and women forming a central part of the range.
History
Johansson sold Five Seasons to the Swedish investment fund EQT Opportunity, which at the same time acquired the Swedish outerwear brand Tenson and later added Lundhags. Almost exactly three years after the sale, Johansson bought Five Seasons back. A new generation subsequently relaunched the brand with a new logo and more ambitious growth targets.
Products and positioning
The core of the offer is value-priced sports apparel, especially ski and outdoor jackets. As part of the relaunch, Five Seasons added a more fashion-oriented collection alongside its functional pieces.
Distribution
Five Seasons focuses on large key accounts across Europe and has signed agency and distribution contracts with experienced partners in Central Europe.
Why it matters
Five Seasons shows how a family-run Nordic outdoor brand can reposition through a generational handover, combining functional heritage with fashion-led product to compete for space at major European sports retailers.
Frequently asked questions
Where is Five Seasons from?
Five Seasons is a Swedish brand of outdoor, ski and golf clothing.
Who founded Five Seasons?
Five Seasons was founded by Gunnar Johansson, who later sold the brand to EQT and then bought it back.