Swedish heritage outdoor brand Fjällräven solidified its North American presence in 2013 with four openings spanning coast-to-coast. The retail expansion kicked off in November with the North American flagship opening in New York City, followed by stores in Boulder, Colo.; Boston, Mass.; and now its first West Coast opening this week in Seattle, Wash.
The stores showcase what Fjällräven has stood for since the brand launched in 1960 – making the outdoors accessible to more people – at all experience levels, says the company. Each store will be staffed with brand ambassadors that will serve as a source for local explorations and hikes, as well as inspire customers to learn more about the brand offerings and global Fjällräven initiatives and events such as arctic adventure Polar and summer hiking event Fjällräven Classic. The Seattle store is located at 1113 1st Avenue in the heart of downtown.
“To launch four stores in less than two months shows the momentum Fjällräven is experiencing in the U.S,” said Nathan Dopp, VP of Sales for Fjällräven North America. “Through our continued retail expansion, we are increasing our exposure in key communities where outdoor pursuits are inherent to the consumer lifestyle. We will continue to grow great partnerships with our specialty retail base and use these new proprietary stores to connect with our brand history and create more engagement through on-site product and adventure experts.”
