Most outdoor equipment was plain and drab brown, black and green. With the help of the legendary brand specialist Claes Andréasson (Absolut Vodka) and the successful copywriter Steve Strid, Light My Fire turned into a brand concept. At the same time, Calill Odqvist, Michael's daughter, who had worked for the company since the early days, became our CEO. From then on, premium-quality outdoor products, designed with a smile and a whole palette of color, were our business.
Tuesday - Friday: 11:00 am - 6:30 pm
Saturday: 10:00 am - 5:00 pm
Sunday: 11:00 am - 5:00 pm