Fjällräven North America Grows Colorado Base With New Flagship Brand Center in Boulder

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Grand Opening Marked for September 29, 2016

(Boulder, CO) September 28, 2016 – Swedish outdoor brand Fjällräven announces the opening of a flagship retail brand center near its North American headquarters in Boulder, Colorado. Located on a beautiful corner of the iconic Pearl Street mall, the retail space is the brand’s 17th North American door. Fjällräven first opened shop in Boulder in Fall 2013. The brand’s original retail location quickly grew into a vibrant part of the Pearl Street community. As the brand continues to gain momentum stateside, an upgraded store became necessary to support fast paced growth within the Rockies region and to better allow the consumers to experience the product. As with Fjällräven’s other retail brand centers, the Boulder space serves as a hub for outdoor enthusiasts while exemplifying what the brand has stood for since 1960: making the outdoors accessible to more people at all experience levels.

“The Boulder area has been a key part of who we are as a brand from day one. The community here has truly embraced the brand and it’s exciting to have become a go-to destination for local outdoor enthusiasts and travelers alike in this iconic outdoor town,” said Nathan Dopp, president of Fjällräven North America. “The upgraded brand center will continue to offer a one-of-a-kind customer experience, while still maintaining that sense of outdoor community that has truly made us who we are today.”

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® fabric, are fit for the everyday adventurous lifestyles of Coloradoans. In addition to its popular heritage designs, 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 serves as an industry 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 upgraded Boulder store carries a wide assortment of the brand’s highly designed, sustainable outerwear, apparel, backpacks, accessories and gear for men, women and kids. The Boulder location 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.

Fjällräven will officially mark the grand opening of its Boulder flagship with a celebration for friends and neighbors on Thursday, September 29. Join at the store from 7:00 – 9:00 p.m. for special screenings of select works premiering in the Adventure Film Festival; entertainment from Americana folk group, Kind Hearted Strangers; and complementary drinks and hors d’oeuvres.

Fjällräven Boulder Flagship

1048 Pearl Street

720-213-7254

Store Hours: Sunday – Thursday 10:00 a.m. – 7:00 p.m., 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.

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