Fjällräven has decided to make a strategic change in distribution, investing more in retailers classified as specialized outdoor stores, where it believes that it can offer better support. The brand will review the channels in which its products are sold, with major changes coming in Sweden, the rest of Europe and the U.S. In Sweden, it has already initiated the strategy by terminating its agreement with Intersport. The strategy will apply to both physical stores and e-commerce.
Related articles
-
ArticlePáramo brings sustainable rainwear to the US via DTC
The British brand, known for its sustainability and durability, is set to expand into the US market with direct-to-consumer sales.
-
News briefsJack Wolfskin expands UK partnership with Bleubird
The German outdoor brand strengthens its UK presence through a new agreement with a regional distributor to support independent retailers.
-
News briefsZamberlan appoints North American sales manager
The Italian footwear brand restructures US and Canadian operations with new leadership in North America.
More from Retail and Distribution
-
ArticleKlättermusen opens first Paris store
The Swedish outdoor brand launches its first French store, offering sustainable, high-performance gear for urban and mountain explorers.
-
ArticlePatagonia opens pop-up Worn Wear thrift shops in Europe
The US company’s one-day thrift shops in Stockholm and Munich will showcase product longevity and responsible consumption, with all proceeds supporting local NGOs.
-
ArticleX-Bionic expands to North America with Denver showroom and new partnerships
The Swiss brand launches in North America, focusing on specialty sports markets and key partnerships.