Press release 2025-10-20
Båstadgruppen in new collaboration with Ashe Sports: "Now we will be strong also on the sports and outdoor side"
Båstadgruppen continues to strengthen and broaden its offering, now taking another step in the sports and outdoor segment. From October 2025, selected parts from Ashe Sport's range will be stocked and sold by Båstadgruppen.
"This addition to Båstadgruppen's offering complements our offering very well and strengthens our position as a complete supplier to our customers," saysJonas Cedås, CEO of Båstadgruppen.
Ashe Sports has long gathered a large number of well-known brands. In the outdoor segment, there are, for example, Trangia, Primus, Morakniv and Helko Werk axes. In addition, there is a range of bicycle helmets from Bell, bicycle lights from Cateye, rackets from Babolat as well as a range of games and equipment for outdoor activities, such as kubb, boules, darts and frisbee.
"The collaboration with Ashe Sports means that we can now offer our retailers and customers several new product categories, which makes our overall offering both stronger and more attractive," says Niclas Brandshage, CMO at Båstadgruppen.
The products from Ashe Sports will be available to order via Båstadgruppen's usual sales channels from October 20, 2025.
Read more about Ashe Sports here
For more information, please contact:
Niclas Brandshage
Chief Marketing Officer
+46 70 397 55 60
niclas.brandshage@bastadgruppen.com
