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Suunto: sale to a Chinese company

Amer Sports, the parent company of Suunto, has agreed to sell the brand. The Suunto brand will be sold to the Chinese technology company “Liesheng”. Liesheng has been focusing on the sports wearable segment for years. The transaction has already been signed and is expected to be finalized in the first half of 2022.

Liesheng, founded in China in 2015, is an innovative global consumer electronics company. Its products are sold in more than 100 countries around the world. It is a global leader in wireless audio and has successfully developed the “Haylou” brand for consumer electronics.
What will change for you?

“For you, as a Suunto fan, community member and user, this change is actually not a change at all. The Suunto brand and our digital products and services, the frequency of watch updates, data protection, customer support and service – all this and more will continue as normal,” says Heikki Norta, President of the Suunto brand.

“We remain committed and focused on developing our premium products. Liesheng has already indicated that Suunto will continue to run its business from Vantaa, Finland.”

“In the long term, the partnership with our new owners will broaden our shoulders to develop new functional products for outdoor enthusiasts,” continues Heikki Norta.

“Over the past 22 years, Amer Sports has provided Suunto with a family of like-minded brands and enabled the 85-year-old Finnish brand to grow worldwide. I look forward to the next phase of our journey and joining forces with Liesheng. We are a great fit because our businesses, markets and products are complementary,” concludes Heikki Norta.

Source: Suunto.com

It’s not all bad?

What may seem dramatic at first glance is actually half true. Suunto’s headquarters and administration will most likely remain in Finland. Moreover, the company was already owned by the Chinese “Amer Sports” group:

“Amer Sports Oyji is a Finnish sporting goods subsidiary of the Chinese company Anta Sports, with equipment brands such as Salomon, Arc’teryx, Peak, Atomic, Suunto, Wilson, Precor, Armada, ENVE Composites, Louisville Slugger, DeMarini and Sports Tracker.” (Source: amersports.com)