Fenix Outdoor, Fjällräven’s Swedish parent company, has opened its first Fjällräven & Co. store and they are using the iconic Newbury Street in Boston, Massachusetts to introduce its new global retail concept in North America. The new store features a curated collection of products from Fjällräven, Royal Robbins, Devold and Hanwag, all brands in the Fenix Outdoor family.
“The launch of Fjällräven & Co. marks a new collaboration for our brands,” said Fenix Outdoor VP Nathan Dopp, who also serves as Fjällräven’s CEO of the Americas. “The concept showcases the breadth of the Fenix Outdoor portfolio and how each brand complements one another with shared values in quality, craftsmanship and a dedication to life outdoors. We are bringing those principles together in one space to offer a unique outdoor lifestyle destination for our community.”
While the store is focused on a curated collection of active apparel and outerwear from Fenix Outdoor’s brand portfolio, the company will continue to offer Fjällräven’s outdoor performance gear, including the pinnacle mountaineering line Bergtagen, the iconic Keb Trouser and an assortment of technical packs for those looking for gear for technical hikes or backpacking trips, at the recently relocated Fjällräven Brand Store.
“Having both stores within walking distance creates a unique two-store destination for customers who want versatility and durability,” said Lauren Megson, director of retail, Fjällräven. “Newbury Street is the ideal home for this concept, as its blend of premium retail and culture reflects the customers we are looking to inspire.”
A Grand Opening will be held at both stores from September 11-13, with activities rooted in Swedish heritage.
Image courtesy Fenix Outdoor
