Ski Wax Brand Toko Sold to Competitor Swix

Seon, Switzerland – The Swiss company Mammut Sports Group AG will sell its Toko brand, including all of its activities and products, to a new subsidiary of the Norwegian company Swix Sport AS, effective Sept. 1. The move will allow Mammut to focus on its main outdoor brand, company officials say.n”Mammut’s rapid growth over recent years and the challenges of its future worldwide expansion require all our efforts and these are the driving factors behind this transaction,” said Rolf G. Schmid, CEO of Mammut Sports Group.

Toko, which occupies a leading position in central Europe, has a long tradition in ski waxing and today offers a wide range of ski wax, tools and ski and snowboard maintenance products. Toko represents around 5% of the Mammut Sports Group’s annual turnover.

After the purchase, Toko will maintain its own brand identity and Swix Sport AS will pursue a two-brand strategy, with separate product portfolios and distribution channels.

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“Toko’s leading position in central Europe and strong presence in alpine markets, together with our nordic focus is a perfect match in order to offer new and superior products in the future,” said Ulf Bjerknes, CEO of Swix Sport AS.

Swix, the new brand owner, will take over the entire Toko team and operate the Toko business out of Altstätten, Switzerland — Toko’s former home. The current Toko brand manager, Thorsten Walter, will lead the new company to be called Toko-Swix Sport AG.

“We are very pleased that in Swix Sport AS Toko has found a new owner that knows the business by heart and is able to take advantage of everything we have built up over the years,” said Schmid.

Ian Harvey will continue to run the Toko brand for the U.S. market and all Toko sales reps will be retained as per Harvey’s judgment. Toko marketing activities will continue to be run independently from Swix.

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