Silva, the Swedish outdoor equipment expert, has partnered with British outdoor clothing store The Climbers Shop and Joe Browns to launch a new mountain safety retail campaign aimed at helping hikers and climbers stay prepared before and during a summit.

Starting from this week through to the end of August, the campaign will see Silva take over The Climbers Shop and Joe Browns in all its locations across the UK, beginning in Llanberis, before moving to Capel Curig and finishing in Ambleside in the Lake District.

The immersive in-store experience is designed to highlight the importance of mountain safety and responsible adventure. Visitors will see a giant Silva Expedition 4 compass made from clear Perspex installed on the front of the shop, reinforcing the vital role navigation plays when venturing into mountainous terrain.

This campaign comes after a sharp increase of people mountain climbing in the UK, with regular participation in hill and mountain walking increase by 20,000 in the past year. However, as that interest has surged, so too has the number of explorers needing mountain rescue amid treacherous winter conditions, with it even being reported that there has been a record spike in the number of people needing to be saved by Mountain Rescue Teams.

Jennifer Östberg, B2B Campaign Manager at Primus-Silva, comments: “The

mountains offer incredible adventures, but preparation is the key to enjoying them safely. By partnering with The Climbers Shop on this campaign, we want to encourage hikers and climbers to prioritise safety before they set off, from planning their route to

carrying the right navigation equipment. Our hope is that this initiative helps people feel more confident and prepared every time they head into the mountains.”

Silva will be placing an extra focus on mountain safety tips this summer in line with the brand’s in-store campaign, with demonstrations expected to occur in The Climbers Shop at later confirmed dates.