Dive Brief:
- Building out its brick-and-mortar footprint, Swedish outdoor apparel brand Fjällräven has opened its first brand store in Palo Alto, California. The location opened Aug. 11, and the brand is planning a series of in-store events Sept. 14 to Sept. 17.
- Located in the city’s business district near the Stanford University campus, the store is approximately 2,400 square feet and features the brand’s full collection of clothing and outdoor gear. It also offers services such as custom backpack fittings, tailoring and repairs, according to a company press release.
- With Palo Alto, Fjällräven now has 42 brand stores in the U.S. and Canada and its products are sold in 70 countries around the world.
Dive Insight:
Fjällräven opened its first brand store in the U.S. in New York City 10 years ago. By the beginning of 2015, Fjällräven had nine stores in the U.S. and Canada. Fjällräven now has a total of 34 brand stores in the U.S., eight in Canada, two in Amsterdam and one in Zurich.
Opening in Palo Alto was a logical decision for Fjällräven based on the brand’s success with its other Bay Area location in the heart of San Francisco, according to Sarah Tava, global director of retail at Fjällräven.
“We’ve learned from our store in San Francisco that Fjällräven’s mission to enable and inspire more people to spend time in nature resonates with the Bay Area community,” Tava said in an email to Retail Dive. “Those customers love to be outside and in nature and we think this will also resonate with the Palo Alto community. We know there are a lot of people in the area who enjoy getting outside and caring for the environment. It’s a natural fit for Fjällräven.”
To celebrate the Palo Alto opening, Fjällräven is hosting a number of events including a Sept. 16 nature walk from the new store led by author and podcast host Libby DeLana, as well as a Sept. 17 nature and well-being workshop led by San Diego-based non-profit Nature Unplugged.
Founded in 1960, the Swedish brand offers a full range of outdoor equipment, clothing and accessories, and is known for its collection of Kånken backpacks. In addition to its brand stores, the brand’s products are sold through a number of retail partners, including REI, Urban Outfitters, Nordstrom and Moosejaw.
“The Fjällräven brand is more about authenticity than fashion,” Tava said. “We want our products to help people feel secure and at home in the outdoors, now and in the future. So, we develop and create in a thoughtful manner and design for lifetimes of wear. We don’t chase short-term goals, follow trends or compromise on quality.”
The Fjällräven store opening comes as more outdoor retail brands seek to expand their brick-and-mortar presence and acquire new customers. Arc’teryx has been steadily opening stores over the past year. And VF Corp is seeking to replicate its success with The North Face for its other company-owned brands that include Vans, Dickies, and Timberland.
