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.
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