Fjällräven, the Swedish heritage brand, will celebrate the grand opening of a new 6,000-square-foot brand center in downtown Denver in Summer 2020. Located on the corner of Platte and 15th streets in the LoHi neighborhood near REI and Wilderness Exchange, the Denver brand center will offer consumers “a community-focused experience with sustainable and durable technical gear and lifestyle apparel, in-store tailoring and repair shop and outdoors expertise from local Fjällräven Guides,” said the brand. The retail space is adjoined by Royal Robbins, an outdoor apparel brand also owned by Fjällräven’s parent company, Fenix Outdoors.
“Denver is one of the fastest growing urban destinations in the United States and a gateway to the countless nature adventures Colorado has to offer,” says Steve Stout, Fjällräven’s V.P of retail. “The Colorado hub is why we planted our North American offices just north in Louisville and why we chose the Rocky Mountains to host the Fjällräven Classic USA. It was the natural next step to open a retail presence in Denver once we found the right location next to REI in the LoHi neighborhood.”
For the brand center concept and build-out, Fjällräven partnered with Tres Birds Workshop, a local architecture firm known for creating sustainable community designs. The store-front features south- and west-facing windows that will reduce artificial lighting needs by up to 75 percent during the day. Beetle kill pine wood, a carbon-positive wood sourced regionally from the Rockies that also mitigates forest fires with its removal, is used throughout the store.
“We were excited and challenged to work with Fjällräven on a store buildout that reflects their DNA of timelessness and commitment to sustainability,” says Michael Moore, Tres Birds Workshop’s Principal and Founder. “Finding appropriate material and energy solutions in beetle kill pine wood and energy efficient LED bulbs helped us reach that goal.”