Fjällräven has built up its East European distribution at break-neck...

Fjällräven has built up its East European distribution at break-neck speed since the launch of Fenix Eastern Europe last year, to supervise regional sales and marketing of the Swedish outdoor group’s four brands – Fjällräven, Hanwag, Primus and Brunton. Until then Fjällräven only had a distributor in Hungary, but in the last months it has been deployed through an office in Hungary, along with agents in the Czech Republic and Poland. As of last week, the Hungarian office was assigned with Fjällräven’s distribution in Romania and Slovakia as well. The brand was launched in four other East European countries, directly through Fenix Eastern Europe. Based in Germany, at the head office of Hanwag, this unit was set up by Harald Heim after he joined the group to expand its East European business last year. Primus was already distributed in many East European countries, while Hanwag was in four of them. The next move for Fjällräven and Hanwag is to break into the Russian market, before the end of the year.