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But it's not in our nature to give up.
Instead, we started investigating alternative ways to sell the MayaSticks.
And in 1996, we found the perfect match - the magnesium fire-starter that was developed and used by the Swedish Army. All of a sudden, everything fell into place. Not only was the Swedish FireSteel a great product in itself, it also was an unbeatable combination with the TinderSticks.
One plus one equaled the ultimate way to start a fire in any weather, at any altitude.
Design with a smile and color.
Finally, we had a firm foundation for our future. But we also realized there was a lot more potential in the outdoor field. Most equipment was plain and drab brown, black and green. With the help of the legendary brand specialist Claes Andréasson (Absolut Vodka) and the successful copywriter Steve Strid, Light My Fire turned into a brand concept. At the same time, Calill Odqvist, Michael's daughter, who had worked for the company since the early days, became our CEO. From then on, premium-quality outdoor products, designed with a smile and a whole palette of color, were our business.
