March 18, 2021
Tenson USA launched last year, bringing the 70-year-old Sweden-headquartered outdoor-lifestyle brand to the United States with headquarters in Santa Monica, Calif. | Photo courtesy of Tenson USA
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Building on a European Legacy, Tenson USA Comes Stateside
Manufacturing
Founded in 1951 by Paul Rydholm in Varberg, Sweden, the outdoor-lifestyle brand Tenson has expanded into different offerings, from its first product—a bicycle cap named the Kent—to outfitting a British Mount Everest expedition with its Himalaya jacket. Recently the Swedish outfitter has grown again with its reach extending into California with the launch of Tenson USA in 2020 under the leadership of Chief Operations Officer Lisa Magneson and Chief Executive Officer Evert Kruse, who are also a couple.
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