Grassroots Welcomes Tecnica, Fjallraven

Grassroots Outdoor Alliance, the national organization dedicated to the health and growth of specialty outdoor retail, this spring welcomes Tecnica and Fjallraven to its national vendor partner network.

The new vendor partners will enjoy their first event as members at Grassroots Connect (June 9-12, 2019) in Knoxville, Tennessee.

“The bond between Grassroots Outdoor Alliance retailers and member vendors often goes way beyond the usual buyer-seller relationship” said Rich Hill, Grassroots Outdoor Alliance president “Grassroots vendor partners always have an elevated role within our retail community, and are really in the driver’s seat when it comes to communication, industry trends and breaking news.”

Tecnica ( is a world leader in developing technical, high-performance footwear and alpine boots. True to its Italian heritage, Tecnica’s alpine ski boots and outdoor footwear puts performance first, and are designed to maximize the experience for the outdoor enthusiast, whether skiing the steep and deep or exploring local mountains. Tecnica USA is headquartered in West Lebanon, N.H., with their parent company in Giavera del Montello, Italy.

“We are honored and humbled to join Grassroots Outdoor Alliance as a Vendor Partner. Our brand mission is to inspire an active outdoor life, which we are accomplishing by working with the best specialty outdoor retailers in the U.S.,” said Sam Cook, president of Tecnica USA. “We are excited to develop our partnership with Grassroots Outdoor Alliance, whose progressive retailers share our commitment to engage and inspire the consumer through expertise, service and an exceptional in-store experience. This partnership will also facilitate meaningful discussion and collaboration to ensure Tecnica remains a trusted, valued and relevant brand to our retail partners and the outdoor enthusiast.”

Fjällräven’s ( timeless, functional and durable outdoor equipment enjoys a global presence and can be found in over 30 countries. Their product range comprises outdoor clothing and accessories for men and women as well as backpacks, tents and sleeping bags. As a company, Fjällräven makes every effort to act responsibly towards people, wildlife and the environment and to encourage people to take an interest in outdoor life.

“Grassroots Connect is one of the most productive and well-organized shows we attend. We will always make this show a priority due to the efficacy of our time and investment,” said Nathan Dopp, global vice president of Fjallraven’s parent company Fenix Outdoor International AG. “We’re doubling down on our presence here and our support of this. I believe great outdoor brands need to be strongly partnered with specialty accounts to have durable, sustainable success. We’re trying to drill down and be much more specific, provide real value to our partners and grow business together in a sustainable way.”

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