Open Air Group enters agreement to divest Natlink

The Natlink brand was established in 2024, as Open Air Group merged hunting tech specialists WeHunt, Tracker, and Burrel under one unified brand – Natlink, creating the largest hunting tech company in the Nordics.

Open Air Group started to build the Natlink group in 2017, with its premiere investment in GPS dog tracking specialist Tracker. With the following acquisitions of b-Bark, Ultracom and WeHunt, the Natlink group has grown its sales from c. SEK 35m in 2017 to c. SEK 230m in 2024 and built a combined community of registered users to 850 000.

“We are extremely proud of the development of Natlink and what the team has accomplished during our eight years of ownership. We are convinced that the business will continue to develop well together with Verdane as a partner. The divestment is an opportunity for Open Air Group to increase focus on our e-com operations and product development, with unwavering ambition to serve outdoor enthusiasts and the hunting community with great products, elevating their every outdoor adventure”, says Camilo Sjödin, CEO, Open Air Group

Today, Natlink operates the market-leading WeHunt software which transforms how hunters plan, track, manage, and experience the outdoors, along with its Tracker Dog GPS devices and Burrel Trail Cameras.

“At Natlink, we are driven by a deep respect for nature and a strong belief in the power of technology to enhance the hunting and outdoor experience. I’m incredibly proud of what our team has built together over the years, and grateful to Open Air Group for laying the foundation that made Natlink what it is today. As we now begin a new chapter with Verdane, we look forward to accelerating our mission to support the hunting community with innovative, responsible solutions that unite tradition with technology.”, says Carl von Eckermann, CEO, Natlink

Completion of the transaction is subject to customary regulatory approvals.

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