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Tag: Fjallraven

  • Fjällräven launches in Singapore with Outside

    Fjällräven launches in Singapore with Outside

    Swedish outdoor apparel brand Fjällräven has launched in Singapore and Malaysia.

    The 59-year-old brand, whose name translates into ‘the arctic fox’ is known for its collections of high-end clothing and equipment which focus on timeless design and long-lifespan.

    Fjällräven collections are now available at the Outside store located at Jumpa@SungeiWang Plaza Kuala Lumpur and at the retailer’s two stores on Singapore’s Orchard Road.

    One of Fjällräven’s most popular products is a backpack called Kånken, which is popular among hipsters and backpackers across the world.

    Outside is an outdoor-lifestyle multi-brand retail store that was launched in July 2017 “to link the gap between people and nature”. Brands it stocks include Patagonia, Keen Footwear, Freitag, Chums, Primus, United By Blue, NatureHike, Ellesse, Diadora, Baggu, Eno, Uttara, Dedicated, Camp Collection and Wildo.

  • Fjallraven launches local E-commerce initiative

    Fjallraven launches local E-commerce initiative

    Swedish outdoor heritage brand Fjallraven has launched a local online presence in New Zealand, as part of a broader push into the ANZ market.

    The move follows the launch of a local Australian site in 2017, and the opening of two brick-and-mortar stores, including the launch of a Sydney flagship store last month.

    Brand manager Susan Park said a bricks-and-mortar store is on the agenda for New Zealand as well.

    “New Zealand is definitely in our brand strategy for a store,” Park said.

    “We just launched Fjallraven.co.nz to satisfy the growing demand in New Zealand. We have some other locations on our radar and plan to look at them when Sydney has established itself as a leading destination.”

    Demand for the brand has been growing in Australia and New Zealand since Zen Imports became Fjallraven’s local distributor in 2017, establishing new partnerships with retailers in the region.

    The brand’s most popular product is its Kanken rucksack, a style Fjallraven first debuted in 1978, which has become hugely popular around the world.

    According to Park, however, interest in the brand’s broader range of jackets, trousers and other outdoor apparel has been growing in Australia since the brand’s first brick-and-mortar store opened in Melbourne last year.

    Introducing customers to the brand’s full range of products, and its Swedish heritage – through a daily ‘fika’ or coffee break, offered free to customers in-store – is a key part of Fjallraven’s store strategy.

    The retailer is also planning to reach customers in new ways with the launch of Fjallraven Discovery Australia, a three-day hike in the Grampians designed to get people outdoors and back to nature.

    This is in keeping with the growing theme of Fjallraven hikes all over the world.

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  • Fjallraven opens huge Sydney flagship store

    Fjallraven opens huge Sydney flagship store

    Swedish heritage outdoor brand Fjallraven has opened a flagship store in Sydney nearly one year after making its brick-and-mortar debut in Australia.

    The store, located on York Street in Sydney’s CBD, stocks the brand’s popular Kanken rucksack, as well as a broader range of outdoor apparel, including men’s and women’s jackets, tops and trousers.

    It is the brand’s second brick-and-mortar location in Australia. The first opened in Melbourne Central in October 2018, and marked Fjallraven’s inaugural location in the Southern Hemisphere.

    Susan Park, Fjallraven’s brand manager in Australia and New Zealand, said the Melbourne store has been trading well over the past year.

    “Opening our retail store was an important stage of brand development in Australia. We were optimistic about our performance before launch as we knew the demand was there,” she said.

    Fjallraven launched in Australia in early 2017 through retail partnerships and online, which helped the team better understand which products to range in the Melbourne store.

    Now, the team is further refining its decision-making through in-store feedback.

    “We review and incorporate our customers’ feedback into what we range and how we present our products in-store and it’s been a process of constant improvement,” Park said.

    According to Park, the Kanken rucksack is still a best seller, though interest in trekking equipment – especially trousers and jackets – has grown significantly as a result of increased access and awareness.

    More broadly, the store is driving an uplift in Fjallraven’s overall wholesale and e-commerce business in Australia, Park said.

    “We are really seeing the benefits of a controlled omnichannel approach and we anticipate this will be the case for Sydney as well,” she said.

    The Sydney store, like the Melbourne store, will also offer shoppers a daily ‘fika’, a Swedish tradition which translates roughly to a coffee break.

    The retailer serves complimentary coffee, tea, and small snacks to customers at certain times of the day and invites them to spend time in the store and chat with the staff.

    In addition to this in-store experience, the brand is planning to launch ‘Fjallraven Discovery Australia’ in 2020 – a three-day and two-night hike in the Grampians, designed to get people outdoors and back to nature.

    The hike will incorporate indigenous history and is in keeping with a growing theme of Fjallraven hikes all over the world.

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