Amer Sports Sells Suunto to Chinese tech company Liesheng

The Chinese technology brand Liesheng has acquired the Finish wearables brand Suunto previously owned by Amer Sports. Liesheng, founded in Guangdong China in 2015, focuses on the smart & sport wearables electronics segment; Aimer has been owned by the Chinese sports brand ANTA Since 2018  and it's the Consortium which includes Enve Composites, Louisville Slugger, Arcteryx, Wilson and other brands. The transaction is expected to be closed in the first half of 2022.

Liesheng has been characterised for its innovations in global consumer-electronics having products being sold in more than 100 countries around the world. The Chinese company ranks top globally in the wireless audio field and has successfully developed the consumer electronics brand Haylou.

Heikki Norta, Suunto's brand President, assured that  this change won't be significant for the community members and users of Suunto, as the brand products and digital services, watch update frequency, data protection practices and customer support services will remain unchanged. Norta assured that the company will stay committed and focused on developing high end products and inspiring adventurous lifestyles and protecting the playground.

Amer Sports offered Suunto a family of similar brands during the past 22 years and an opportunity for the Finnish brand to grow globally.  President Nora expressed his excitement to start the new face and join forces with Liesheng.

In the long run, partnering with our new owners will broaden our shoulders in the continued development of new fit-for-purpose products for the outdoor enthusiasts…We make a great fit as our operations, markets and products complement each other”, he expressed.

Amer Sports has diverged from Suunto and it will refocus its brand portfolio. The new company's strategy is to keep on focusing on producing  internationally recognized sporting Goods brands, shifting more business to D2C channels and increasing its presence in large markets such as China and the United States.

Michael Hauge Sørensen, Amer's COO, made remarks about  the tremendous potential  within all of their brands stating that Suunto as a manufacturer of world renowned sport watches, dive computers and precision instruments it's not the core focus of Amer Sports  and after doing careful reviews the company has concluded that an owner like Liesheng with big background in technology and research and development, is best suited to unlock the full potential of Suunto.

Suunto will continue its operations from Vantaa, Finland.