Fjällräven North America Continues Rapid Brand Expansion; Announces Portland, Ore. Flagship

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Grand Opening Marked for May 20, 2016

(Boulder, CO) May 20, 2016 – Swedish outdoor brand Fjällräven announces the opening of its 15th North American retail brand center in Portland, Oregon. This new Pacific Northwest flagship will serve as the outdoor epicenter for one of Fjällräven’s fastest growing consumer regions. The 2,500-square foot space is situated in the famed Pearl District and exemplifies what Fjällräven has stood for since 1960: making the outdoors accessible to more people at all experience levels.

“We are excited to welcome Portland to our Fjällräven family and to build upon our great successes in the Pacific Northwest. Our goal here, as always, is to both address demand and allow consumers to fully experience the breadth of our products and unique brand attributes,” said Nathan Dopp, president of Fjällräven North America. “Here in the Pearl District we have found a location that brings together the best from Portland’s shopping, culinary, design and active communities that complement our brand.”

Fjällräven has decades of experience inspiring individuals to get outside. Many original products and technologies, such as the Greenland Jacket crafted from the brand’s signature waxed G-1000® fabrication, are fit for both the urban and outdoor sensibilities of the Northwest. Additionally, the brand continually strives to sustainably innovate with new products like the Eco-Shell® collection, a complete line of fluorocarbon-free hardshells built using recycled polyester. This commitment to premium outdoor products that minimize environmental footprint is deeply rooted in the brand’s DNA and Fjällräven continues to be a market leader in sustainable design and corporate responsibility. Through all aspects of business— from materials selection to retail build out— Fjällräven aims to meet its mission of becoming the most premium, sustainable brand in the outdoor industry.

The new Portland store carries a wide assortment of the brand’s highly designed, sustainable outerwear, apparel, backpacks, accessories and gear for men, women and kids serving as a one-stop destination for outdoor enthusiasts of all experience levels.

“Our retail brand centers are designed for a one-of-a-kind customer experience,” adds Dopp. “From the Scandinavian design, to the heritage and storytelling of the brand, Fjällräven is a brand that at its core simply loves to be outdoors.”

The Portland flagship store will be staffed with a dedicated team of gear experts to help customers find the perfect Fjällräven fit no matter the intended activity. Camping to hiking, and travel to trekking, there is a curated, designed assortment for all adventure needs. With this opening, the brand now operates 15 proprietary retail stores in North America marking a multi-year journey that has driven expansion across North America with major investments into key markets, including New York City, Chicago, Seattle and Vancouver, Canada.

“We continue to have great success with our retail rollout and looking ahead to the remainder of the year, we have plans to open even more doors while continuing to support and grow our independent specialty retail partners,” said Dopp. “We are excited to share our growing brand and family-like culture as we reach that next horizon.”

Fjällräven will officially mark its grand opening in Portland with a celebration for friends and neighbors on Friday, May 20. Join at the store from 6:00 – 9:00 PM for complementary drinks and hors d’oeuvres.

Fjällräven Portland

901 NW 10th Avenue, Portland, OR 97209

971-266-8063

Store Hours: Sunday – Thursday 10:00 a.m. – 7:00 p.m. and Friday – Saturday 10:00 a.m. – 8:00 p.m.

ABOUT FJÄLLRÄVEN

In 1960, Åke Nordin founded Fjällräven in his basement in the Swedish town of Örnsköldsvik. Since then, Fjällräven has made a commitment to high quality and functional design, while staying true to its mission of developing timeless and durable outdoor equipment and apparel, acting responsibly towards people, animals and nature and inspiring people to get outside. Today, the company has presence in over 30 countries worldwide. For more information, please visit www.fjallraven.us.

Media Contact:

Kim Rodgers | TURNER - kim.rodgers@turnerpr.com - 212-889-1700

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