November 19, 2025
Äventyrsbutiken in Luleå becomes part of Friluftsvaror
When Äventyrsbutiken in Luleå was forced to close at the end of October, Friluftsvaror acted quickly and took over parts of the business.
This is not the first time Friluftsvaror has helped save a long-standing outdoor store. In early 2024, Anders Paulcén, Catharina Paulcén, Anette Hultberg, and Matthias Hultberg took over Friluftsvaror in Malmö, a store that had existed since 1968, after it too was forced to close.
"Several outdoor stores around Sweden have unfortunately had to close in recent years. Running a physical store is tough today. Rents have increased sharply, while many households have less money in their pockets. A physical store also has to manage costs for premises, thefts, and store staff, which an online business avoids," says Anders. "What we are best at is personal service. We believe there are enough customers who value coming to a physical store where you can get advice from someone knowledgeable about outdoor life and where you can try out products, whether you are a beginner or an advanced user."
Äventyrsbutiken has many of the characteristics that define a good outdoor store – knowledgeable staff, high-quality products, a well-functioning rental business, and an excellent location in the city center. Friluftsvaror will complement this with a broader assortment including tents, backpacks, sleeping bags, and other equipment. There will also be brands in more price ranges than Äventyrsbutiken currently offers.
"It's incredibly exciting to be able to continue running Äventyrsbutiken," says Tobias Jönsson, store manager and former owner. "When Anders first contacted me, we clicked immediately, and it felt completely right to continue this adventure together. We've received so much love from Luleå and are really looking forward to reopening."
With multiple stores under the same owner, costs for IT, marketing, and administration can be shared among them. Friluftsvaror also has a stronger online presence, which Äventyrsbutiken will be able to benefit from.
Tobias continues: "We have retained the previous staff, which was very important to us. This means we can continue to maintain a high level of knowledge and service. We, just like Friluftsvaror, are run by outdoor enthusiasts who use the products themselves. Being able to guide everyone from those going on their first hike to those looking for advanced equipment for a bigger adventure is what has made both us and Friluftsvaror popular. That's precisely what we will continue to excel at."
Friluftsvaror in Malmö also benefits from the merger. "We will gain access to a larger winter assortment within alpine skiing, ski touring, and ice skating, as well as new colleagues who are incredibly skilled in these areas. We also plan to organize events in our store in Malmö for those who want to learn more about mountain hiking, long-distance ice skating, and similar activities," says Anette, who is the store manager in Malmö.
On November 27 at 10:00 AM, Äventyrsbutiken in Luleå will reopen. "We have received fantastic support from our customers, and I am very much looking forward to welcoming both old and new customers again," Tobias concludes.
Tobias Jönsson prepares to reopen Äventyrsbutiken.
Catharina Paulcén, Matthias Hultberg, Anette Hultberg, and Anders Paulcén are behind Friluftsvaror, who will be the new owners of Äventyrsbutiken.