About Us

Our journey began in 2017, when Magnus and Axel – colleagues for 25 years – founded Friluftsoutlet with a focus on kayaks and outdoor equipment.

Since then, the company has evolved, and today we are one of the leading rooftop tent specialists in the Nordics, as well as the exclusive distributor of Wild Land in Sweden, Norway and Denmark.

Our foundation remains the same: personal service, solid expertise and a desire to help more people get outdoors, travel freely and truly experience nature.

Our History

2017

It began with Friluftsoutlet

Magnus and Axel started out small under the name Friluftsoutlet, with kayaks and accessories – and a shared dream of helping more people discover the outdoors.

2019

Elliot and the first taste of Wild Land

Magnus' son Elliot joined the company and took the website to the next level. The same year we began our very first collaboration with Wild Land, one of the world's largest roof tent manufacturers – the start of something big.

2020

Exclusive rights in Sweden & Norway

When the pandemic led more people to holiday closer to home, interest in roof tents soared. We expanded our range and earned the trust to become the exclusive distributor of Wild Land in both Sweden and Norway.

2023

The family – and the business – grows

Nicklas, Magnus' nephew, joined us and our family business grew a little bigger. That same year we took a real step across the Nordics, expanding into Finland and Denmark.

2025

Exclusive rights in Denmark

We secured the exclusive rights for Wild Land in Denmark too and kept growing. We also began partnering with stores across Sweden, so more people can see and feel Wild Land roof tents in person.

2026