As incredible as it might seem, Fjällräven is becoming a...

As incredible as it might seem, Fjällräven is becoming a favorite among wealthy British football fans. The British brand manager, Geoff Walters, believes that the company might have just found a niche market, and is carefully selecting new retailers to carry its T-shirts and sweatshirts to encourage this trend. Five or six new U.K. accounts were opened in 2008 in the fashion channel, with one store in Liverpool, one in Manchester and one in Newcastle. The brand is now sold in 80 doors in the country, of which 19 are independent lifestyle retailers. To cultivate brand exclusivity, its policy is to have only one fashion account per region, except in London where it will look to open a second account to complement the existing one at Stuarts London.