Primus has been globally recognized for pioneering outdoor cooking since 1892 when Frans Wilhelm Lindqvist from Stockholm created the world’s first soot-free kerosene stove. Today, Primus exports their products to more than 70 countries around the world to be part of outdoor adventures both big and small. Primus is owned by Fenix Outdoor AB, a leading international Group of Outdoor companies that develops, manufactures, markets and sells high-quality gear for outdoor life and leisure through its own brands: Primus, Fjällräven, Tierra, HANWAG, Brunton, Naturkompaniet and Partioaitta. In March 2014 Primus launched their new online store on the Magento platform.



  • Merchant: Primus
  • Industry: Stoves and Cooking ware
  • Base Engine: Variate
  • Markets Served: Global
  • Website:
  • Project Plan: 22 Weeks
  • Project Budget: 375 Hours
  • Number of Products: 350+

Johan Sollenberg, Marketing Manager at Primus

Primus stands for innovation and competence in outdoor cooking –  something we want our customers to be part of. Thanks to our new website and online shop we now have the possibility to interact with our customers in a different way, taking the brand experience to a higher level and reaching out to even more people.

The Challenge

Being a Swedish brand with an international market, it was crucial for Fenix Outdoor to choose an eCommerce platform, like Magento, that supports vast international rollout, multiple storefronts for its different brands and that provides full ecommerce functionality in an easy setup. They also wanted to provide 24/7 customer service and make sure that customers leave the website with a memorable shopping experience.

The Solution

In order to stay on time and on budget with the project, Vaimo helped Fenix Outdoor to launch a neat and simple website for Primus. The new website supports one European ( and one localized site ( In phase 2, Vaimo will deliver more functions and extraordinary features to enhance the user experience on Primus’ site.


  • Multisite and Multi-Currency
  • Rich Informative Content Pages
  • Rich Content Product Pages
  • Multi-Option Filtering Depending on Category
  • Store Locator Import Functionality
  • Responsive Checkout


Click here to experience Primus new web site.


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