Morehouse, the Danish manufacturer behind premium hunting apparel brand Laksen Sporting, has confirmed it will acquire Northern Hunting with effect from 5 January 2026.
Both businesses are based in the Aarhus area and will be brought together at Morehouse’s headquarters in Hasselager, where they will share administration and warehouse facilities.
Morehouse CEO Lars Toft Thomsen said the acquisition brings two distinct brands under one roof while preserving their individual identities.
“There is every reason to acknowledge the experienced industry professionals at Northern Hunting for having built a brand whose design and functionality appeal to an important segment of hunters and outdoor enthusiasts,” said Thomsen. “We operate in a highly competitive market, and by joining forces and allowing two strong brands—each with its own clear identity—to operate from the same house, we achieve synergies that will benefit everyone in both the short and long term, not least our retailers.”
Morehouse said Northern Hunting will add significant turnover to the business, with the brand’s share of total sales expected to grow over time. Northern Hunting products will continue to be sold through a European distribution network of around 150 B2B retailers, alongside direct-to-consumer sales through the brand’s own online channel.
Thomsen said the deal will support Northern Hunting’s route to market while strengthening distribution across Europe.
“Northern Hunting will thus gain a shorter route to market and broader distribution. Our approach to the B2B market is built on our reputation as a reliable and trustworthy supplier of innovative products, and on our constant focus on adding value for retailers through a high level of service, attractive products, and not least the best margins in the market,” he said.
Following the acquisition, Morehouse will continue to distribute several established brands, with Laksen Sporting remaining its largest brand in the premium segment. Northern Hunting will sit within the mid-price category, providing the company with a broader offering as export markets continue to grow.
Northern Hunting was founded in 2015 under parent company CD Company of Scandinavia, with a focus on fit, quality, and sustainable design. NH Director Jonas Plagborg and shareholder representative Eigil Plagborg said they were satisfied with the sale to Morehouse, noting the two companies have worked together for more than 20 years and share many core values.
Morehouse also confirmed that Sune Brøchner, who has been responsible for Northern Hunting’s B2B development in recent years, will continue in a similar role within the business.
GET IN TOUCH
UK & Ireland county manager, Jason Bowen
E: jb@laksen-sporting.com
T: +44 (0) 7917 360855
Brand manager, Sune Brøchner
E: sub@northernhunting.com
T: +45 21 16 71 83
CEO, Morehouse, Lars Toft Thomsen
E: lt@laksen-sporting.com
T: +45 28 40 96 33