"We have much to be proud of having achieved the Swix: A large number of Olympic and World Championship medals, one Blue Swix-awareness happy outdoors people, Ulvang socks countless children's feet and Swix logos on the trail as far as the eye ranks. Swix But now need to build on these accomplishments." - Johan H. Andresen (1930-2011)
New ownership. New times.
"We have much to be proud of having achieved the Swix: A large number of Olympic and World Championship medals, one Blue Swix-awareness happy outdoors people, Ulvang socks countless children's feet and Swix logos on the trail as far as the eye ranks. Swix But now need to build on these accomplishments.
We must grow faster, with more added value and higher speed than until now - which will be in the interest of our customers and to the delight of our end users "- Johan H. Andresen (1930-2011)
In 1974, Astra purchased Trygve Liljedahls ski pole factory in Lillehammer, the world leader in its field.
Liljedahl was a visionary and enterprising industry, and the first to make a major industry of ski poles. The company made more than a million bamboo poles annually. Liljedahl produced for elite and recreational skiers. He got a monopoly among elite runners in the early 1970s. Liljedahl's spells were indisputably the best, and He was a colorful character who like to hire a helicopter to hand out new rod models for elite runners. He arrived Skjerdingen in Gudbrandsdal helicopter with poles in bags, distributed them, laughed and infected everyone with his good humor. Liljedahl was ahead of his time as a businessman. When Astra took over, he approached 60 years and stepped down from his hectic lifestyle.
In 1976 it established a sales and marketing partnership with textile manufacturer Odlo, which had been first ice skating outfits and cross dress nylon. Swix Sport International consisted of Swix, Odlo and Liljedahl. The three were leaders in the world in their respective fields. Cooperation with Odlo lasted a few years before the family Lofterød withdrew and retained his trademark.
Ski industry underwent rapid changes. At the World Championships in Falun in 1974 made of synthetic materials also a breakthrough in cross country. Swix was doing well with their synthetic waxes, but new ways of waxing skis required less grip wax. The need for lubrication party sank because it was only middle of the synthetic skis. On wooden skis almost a full tube of wax on a long trip. In return, made of synthetic materials wax, and the sale of this rose.
Since 1978, Astra's management wanted to focus on pharmaceuticals. Swix was for sale and more serious buyers showed interest. Johnson Wax in the United States was almost accepted. But they and others wanted only to buy wax, not spells and textiles, and Astra would avoid a split.
Then came there a Norwegian buyer. In an interview in 1978, the investor Johan H. Andresen "active recreation" as a priority. Astra's boss in Norway, Christian Fredrik Kaltenborn, and called Andresen. Could Andresen be interested in buying the Swix? Well, it was not impossible. It began like this and continued to meet, and he signed the purchase agreement in November 1978.
Andresen family was and is one of the most solid industrial families: many owners of JL Tiedemanns Tobaksfabrik and known for long-term ownership. One of the ancestors, Nicolai Andresen, was also a ski pioneer centuries earlier. Swix could not have found better Norwegian owners.
From 1982, the Swix the rods from Liljedahls factory - to harness the power and simplicity of a common brand of wax, poles and fabrics. At that time, most fabrics hats and gloves. The Liljedahl's strong position and explored new technologies for improving elite spells.
It was the Ski World Championships in Oslo in 1982, the last stage in the relay, the Soviet skier Alexander Zavjalov crashed into Oddvar Brå spelling a challenge that ended with a shared victory. One of ski history's most famous pole fractures occurred with a Swix spelling. Swix was now one of the world's two leading ski pole marks.
Swix lease agreement with Astra in Skårer in 1986 facilities were too small, and the expansion was impossible. In 1986 moved lubricant production pole factory in Lillehammer. When the management also moved there, the whole Swix for the first time together in the same building. At the same time worked Swix with a new, revolutionary sliding powder.
"When you are 60, you have to have been wiser than when he was young. With this wisdom can change the future - knowing their
weaknesses and equipped with the best of the past.
Swix is no exception. "