October 09, 2016 (Biri Oppland, Norway) – Madshus is Norway’s most prominent cross-country ski manufacturer in a country that is crazy about the sport. The recent announcement it will be put up for sale by Newell Brands, its new parent company, is newsworthy in Scandinavia, but according to report in Langrenn.com, Madshus is minimizing the significance of the pending sale.

“There is no drama in this,” Nils Hult, CEO of Madshus AS, told Langrenn. Hult also denied that there have been any recent changes at Madshus. “We’re full of deliveries and excited about the cold and fine nights,” he added. “It’s tougher times with this past winter, but Madshus is doing well and we continue to innovate and develop our enterprise – it’s business as usual here.”

The legendary brand has been making skis since 1906 and in 1988, US-based K2 winter sports company acquired the ski manufacturer. Hult points to Madshus’ reputation for innovation and the synergies between K2’s production of alpine skis and their production of XC equipment. “We have had a very good owner in K2. An investment company may end up acquiring K2, or buy up segements of K2’s business,” suggests Hult.

Parent company Newell Brands Inc. is looking to sell its winter sports division that includes K2 as early as Jan 31.

Langrenn (Norwegian) here.
K2 Sports and Other Major Winter Brands report here.