Our Story
In June 2015, a pivotal three-party transaction reshaped Tretorn’s future and led to the founding of Thevea Brands Group.
2015 – Authentic Brands Group (ABG) acquired Tretorn’s IP rights from Puma, while key individuals from Tretorn took over its remaining assets, forming Thevea Brands Group.
A long-term license agreement granted Thevea exclusive and Master license to develop and manage Tretorn’s legacy in EMEA.
This marked the beginning of Thevea Brands Group, built on 130 years of Scandinavian craftsmanship, with a vision for long-term growth and global expansion.
Core values
Our core values are the foundation of on what we build our business. They are fundamental pillars of our way of work and what we lean against in our everyday life.
“EVERLUTION”
[Ever- ; Evolution, Solution, Contribution]
Constantly evolving, making our deeds today matter tomorrow. Contributing on an individual level as well as on a corporate level.
MOTION
The curiosity to search, find and grab opportunities. To activate and be active. Physically or mentally. Indoors or outdoors. Always looking for the next step ahead – that single step that makes a change.
RESPONSIBILITY
Democratizing and sharing. Transparency and honesty. Community engagement. A circular mindset.
SPIRIT
Have the courage to dare. To succeed. And to fail. Own, share and generate passion.
Thevea Essence
We aim to lead, but we don’t mind following inspirational pioneers.
Of course, we want to be role models, but we applaud everyone who dares to make innovative progress that we can learn from.
It’s all about self-reflection. We don’t see perfection in the mirror, we see the opportunity to develop, learn, and grow.
Because to us, it’s not about setting a new standard it’s about making sure that the standards are always evolving.
Always in motion. Always relevant.
Humbly striving to make tomorrow’s world more attractive than today’s.