Primus Great Outdoors S/S 2026 Preview
Retail Buyers Guide: Great Outdoors S/S 2026 Retail Buyer’s Guide
Brand: Primus
Interviewee: Marketing Team
What trends do you see currently shaping the outdoor industry?
We’re seeing a continued shift toward lightweight, modular gear that supports multi-day adventures without sacrificing comfort. There’s also a strong movement toward slow outdoor living — people are spending longer in nature and looking for products that help them prepare better meals outdoors. Sustainability remains a core driver, along with multifunctional products that can bridge the gap between everyday use and expedition gear.
How is your brand responding to the increasing demand for sustainability and ethical production?
We design for longevity, use recycled and responsibly sourced materials wherever possible, and ensure our suppliers meet strict environmental and social standards. When it comes to longevity, our ambition is to create products that last for generations – supported by our spare parts campaigns, the use of lightweight materials, and the development of fuel-efficient products.
What challenges are you seeing in the outdoor market today—retail, consumer behavior, or otherwise?
“Striking the right balance between the drive for innovation and the responsibility of sustainable production.”
About the Brand:
What is your brand’s core mission or philosophy, and how does it influence your product development?
Our core mission is to enable great meals in the great outdoors. With a focus on durability and performance, Primus makes outdoor cooking the highlight of your adventure. Our products are built to last for generations.
How has your brand evolved in the outdoor market over the last few years?
We’ve expanded from being known primarily for expedition stoves to offering a complete cooking ecosystem — stoves, cookware, utensils, and accessories that work together seamlessly. Our designs have become more compact, efficient, and versatile, and we’ve introduced more eco-conscious materials. We’re also more engaged with a younger audience discovering outdoor life for the first time.
Who is your target customer today, and how has that profile changed over time?
Traditionally, our customers were serious adventurers and mountaineers. Today, while we still serve that core, we also reach weekend campers, vanlifers, and food-loving travelers who want to cook outdoors.
Which items should every nature lover take with him on the next outdoor-adventure?
Vacuum bottle for both hot and cold drinks wherever, whenever. Micron III – smallest and lightest stove with powerful flame. Trailspork as a universal tool for light and easy meals on the
Key Products:
Moto Stove:
Moto Stove is a compact and reliable two-burner camping stove that works—every reliably and safely. Whether you’re parked in a campervan or setting up at a campsite, this stove makes it easy to cook good food thanks to two powerful burners. It stows away neatly and is easy to clean.
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Lite Plus II:
Lite Plus Stove System II is a compact and reliable gas stove made for solo hikers or two-person trips. The small size makes it easy to carry, while the wind-resistant burner and clever details offer safe and efficient cooking. It’s perfect for boiling water, heating soup, or making a simple one-pot dinner for one or two people. Ideal for hiking or for activities when space and weight matter.
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Mika Wide Insulated Bottle 0.5:
Mika Wide Insulated Bottle 0.75 L with drink cap is a large bottle for hot or cold drinks on the go. It features a wide opening for easy filling and cleaning and comes with a drink cap designed for sipping cold drinks. It’s part of the Mika series, available in multiple colours and sizes: 0.35 L, 0.5 L and 0.75 L. All bottles are compatible with Mika’s interchangeable wide caps – including standard, hot sip and straw cap – so you can mix and match to fit your everyday and outdoor needs.
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