New Element Scandinavia AB started 2002 as a agent company working in the outdoor and equestrian segment providing stores high-end products for the Scandinavian market in general and Sweden in particular. New Element operates in Sweden, Denmark, Finland, Faroes Island, Iceland and Greenland. Today New Element operates as an agent but also as distributor with own stock and invoicing. We do handle PR & Press, and make advertisement deals with relevant media. We handle this in close cooperation with our licensors. Initially New Element started off with one of the oldest apparel brand in the Nordic region – 66 North Iceland origins from 1926. 66 North Iceland is sold in outdoor, equestrian and lifestyle stores. Very soon Outdoor gear brand Exped came on board providing expedition outdoor equipment. In 2006 the wool garment brand Dale of Norway, joined the company, it is high-end, high performance outdoor garments in traditional Scandinavian style. In 2011 Devold joined the company. Devold have produced high-quality wool clothing since 1853 – in fact they are the oldest manufacturer of knitted garments in Norway. We are also agent in Sweden for Ishestar, riding tours in Iceland since 1982 and now the leading touroperator.