Sondre collection peaked in popularity during the Olympics in Lillehammer in 1994 In 1996 sold Swix trademarks Norheim, Sondre and Frank Shorter. Swix continued with textiles, but focused on training and competition gear - with great success.
Since 1988, Swix had an agreement with the Norwegian Ski Federation on among other things the provision of sports apparel for all teams in cross country. Also on poles Swix has cashed most medals in international championships since 1982.
During the 1990s strengthened Swix focus on three main areas; wax, textiles and poles. Swix is the world leader in Nordic poles and also a lot of downhill. There was also strong growth in a new market area. Nordic walking poles for summer use, started in Finland and Norway began in the year 2000. the German market grew rapidly. Better spells and new customer groups. Many people started exercising with poles on the bare ground. They found that Nordic walking was good exercise and also the upper body. Nordic walking introduced something new and walk gave a new dimension. Swix more than before supplier of year-round activities, and addressed to all levels and sectors. For it goes back in history that Swix equips all.
The acquisition in 2004 of Elite Sport, with brands Bavac and Ulvang, strengthened its position in textiles and increased the commodity. Elite Sport was a success, with the skier Vegard Ulvang as frontman for socks, hats and underwear. Within ten years the entrepreneur Jon Inge Gullikstad built a solid company.
In 2010 the Swiss Mammut Sports Group AG to sell the Toko brand, including all activities and products at Toko-Swix Sport AG, a new subsidiary of Swix Sport AS. Toko, who has a leading market position in Central Europe has a long tradition in ski waxing and today offers a wide range of wax and accessories for ski preparation. After the acquisition retained Toko its Swiss identity. Swix Sport AS under the acquisition strategy based on a continuation of the two brands, which means separate product portfolios and distribution channels in most markets. Both brands benefit from public investment in product development, manufacturing and logistics. "Toko, with its leading position in Central Europe and Swix its strength in most geographical markets are a perfect match in terms of providing new and better products for the future," said Ulf Bjerknes, CEO of Swix Sport AS, for the acquisition .
In February 2012, extended Swix Sport AS textile division with the acquisition of Lundhags Skomakarna AB from the EQT Opportunity Fund. Swix Sport AS had over the years developed a strong position in Sweden. The acquisition of Lundhags would Swix Sport AS establish an even stronger foothold in this market. Lundhags its position in Sweden, strong brand and product range in the outdoor segment was a key reason for this acquisition. The company's unique outdoor expertise, would fit well with Swix Sport AS's structure and contribute much to the further development of our company, both in Sweden and internationally. Lundhags on his side had a clear objective to improve its position in all existing markets and to position the company for growth in new channels and markets going forward. "Integration into the Swix Sport AS and the obvious synergies that means for us, will contribute significantly to make it easier to achieve our goals," said Henrik Ottosson, CEO of Lundhags Skomakarna AB, after the acquisition.
In June 2012, eventually also led Swix Sport AS acquisition of Original Teamwear AS Thor Haraldsen after three years of joint ownership. The objective is to develop Original Scandinavia's leading club / team apparel, special design for sports clubs, individual performers and companies, and sales to major events (eg. Birken, Vasaloppet and the Great Styrkeprøven).
Swix stands in 2013 stronger than ever. The company has a strong position in Norway and internationally. Swix associated with something positive and outdoorsy, which leads to a better and richer life. Although meteorologists on TV report "Blåswixføre" when it is likely good skiing this weekend!
Wax made still in Lillehammer. Advanced machinery giant boilers operated now by two people standing at each end. It is boiled and drained, contents cools and becomes a finished product. Production is highly mechanized and remain in Norway.
It was produced poles in Lillehammer until 2007 when the last part of the production was moved to Lithuania. Some models are also made in China. Textiles and some Swix products manufactured in Eastern Europe and China.
The company's main warehouse, waxes and accessories division, customer service center and parts of the administration are still located in Lillehammer. Research and development, rod division, sales, marketing, textile departments and the rest of the administration was moved to Oslo in 2007.
Swix Sport AS is a modern, global enterprise that can look back on more than 60 active and innovative years. Swix exists wherever skiing and is one of the ski industry's strongest brands. It carries the proud, healthy values and has influenced skiing sport more than anyone would suspect. Swix has become part of the Norwegian national character, for many the epitome of skiing, and is sold in more than 30 countries.