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North American trademark dispute
After the founding of Silva USA in 1946 and Silva Ltd. in Canada two years later, both affiliates were later acquired by Johnson Wax Associates, later Johnson Camping, Inc., and by 1985, Johnson Worldwide Associates (JWA). From 1980, JWA had imported Swedish-made compasses manufactured by Silva Production AB for sale in North America.
In 1996, a decision by Silva Production AB to end sole distribution of its Swedish-made Silva-brand compasses by Silva USA led to a court battle the following year between JWA and Silva Production AB (Silva Sweden AB).[9]
In 1998, JWA and Silva Production AB of Sweden reached a settlement whereby JWA retained the exclusive right to sell compasses under its Silva trademark in North America, made by unnamed manufacturers.[10] JWA also retained the North American rights to some product names such as Ranger, Polaris, 1, 2, 3 and others commonly used and recognized in the U.S. and Canadian markets and made popular during the time Silva Production AB was manufacturing Swedish-made Silva compasses for JWA in North America.[11] JWA was eventually renamed Johnson Outdoors, Inc.
For its part, Silva Production AB/Silva Group retained the right to manufacture and sell compasses, GPS tools, and other navigational products under its Silva trademark outside the United States and Canada, as well as market its Swedish-made compasses and GPS tools in North America under the Brunton, Elite, and Nexus brands. The Swedish firm also retained the right to state on Nexus packaging and in the Nexus catalog that Nexus compasses were made by Silva Production AB, but did not retain the right to advertise this fact.[11]
In 2009 Fiskars sold Brunton Inc. to Fenix Outdoor AB of Sweden, and in consequence, Silva Production AB stopped exporting Silva of Sweden compasses to North America under the Brunton and Nexus brands, and halted further imports of Brunton products to markets outside North America under the Silva brand. Currently, Silva of Sweden AB no longer distributes any of its compass products to the USA or Canadian markets.
Current activity
In 2006, Silva was acquired by the Finnish Fiskars Group.[8] Silva Sweden AB retained its own corporate identity as an outdoor products manufacturer within Fiskars under its Gerber Legendary Blades Division.[8]
In 2009, Fiskars sold Brunton Inc. to a Swedish company, Fenix Outdoor AB.[12] After divestiture, Brunton closed out its Nexus and Elite compass lines and discontinued the Brunton 54LU compass, all of which were relabeled Silva of Sweden products, and discontinued imports of the Silva Multi-Navigator GPS sold in North America as the Brunton MNS. These actions left Silva of Sweden without a North American distributor for its Swedish-made compasses and GPS tools. As a result, Silva of Sweden compasses and GPS products are no longer available in North America.
In 2011, Fiskars sold Silva Sweden AB to Karnell AB, a Swedish investment group.
Today, the Silva Group consists of the parent company, now called Silva Sweden AB, together with its subsidiaries Silva Ltd. in the United Kingdom, Silva France, Silva Deutschland, and Silva Far East. The core activities of the Silva Group consist of design, development, manufacture of compasses for land and sea and sales of compasses, GPS and outdoor instruments, headlamps, binoculars and other electronic navigation equipment.