B$Z:Fjallraven Continues North American Expansion with New HQ, Optimized Sales Force & Retail Growth
Swedish heritage outdoor brand Fjällräven is expanding at an unprecedented rate in North America. After being met with limited success on several attempts to launch the brand stateside, Fjällräven USA was founded as a wholly owned subsidiary of Fenix Outdoor in 2012. Since this new beginning, the brand has experienced an overall fifty times growth and has received quantitative recognition as a top ten selling brand in the daypack, technical pant and parka categories. Fjällräven products are currently sold in every state and province in North America and in order to meet the needs of its growing consumer base, the brand has introduced several changes to its business within the past months, including: operational enhancements, a new headquarters facility, an expanded dealer services team, and the opening of seven proprietary retail doors.
“There is tremendous momentum around Fjällräven in North America and we are achieving new milestones with each month, ” said John Walbrecht, president of Fjällräven North America. “Our success doesn’t come without hard work from our entire team and we have the best in the business. I know that we are ready to take the brand to the next level.”
Building a New Home Base in North America
In July 2015, Fjällräven opened doors to a new headquarters and distribution facility in Colorado. Located at 1900 Taylor Avenue in the Colorado Tech Center, the 140,000-square foot space is more than double the size of the brand’s former headquarters.
“Nothing is more important to our retail partners than on-time deliveries and back stock inventory to meet their needs should our marketing continue to resonate with the consumer,” adds Walbrecht. “We opened our new offices in Louisville in order to be the best customer service partner we can.”
The new distribution center provides more space for deeper product inventories, improved shipping stations, and with 26 loading docks, the ability to service more consumers than ever before. With the new facility, the brand was able to ship more product on any given day in August 2015 than it shipped in all of 2012. Within this same month, the brand was also able to ship more product than in its entire 2013 year. The headquarters also offers communal working spaces for the creative, marketing and dealer services, as well as new amenities to employees, including a fitness center, sit and stand workstations, and a fleet of bikes for local errands.
Optimizing Support for All Consumers
To support its wholesale partners and e-commerce consumers, Fjällräven has expanded its dealer services department with dedicated B2C support and specialized roles for key account management. This optimization allows Fjällräven to deliver customers the same high level of service that has become synonymous with the brand regardless of where Fjällräven product is purchased. As a brand that has primarily seen its growth with a mix of top quality specialty retailers and online partners, Fjällräven will also add new members to its wholesale rep force to assist with its burgeoning sales regions in the Midwest, Pacific Northwest and California. The new territories will report to Nathan Dopp, vice president of sales and marketing for Fjällräven North America.
Expanding Retail Footprint
Fjällräven has made an investment by expanding its proprietary retail footprint throughout North America in order to offer a complete and more engaging brand experience for consumers. Store locations are selected in areas that help expose consumers to the Fjällräven lifestyle and inspire a life outdoors. Each store carries a wide assortment of functional outerwear, apparel, backpacks, accessories and gear for men, women and kids. Additionally, each store is staffed with a dedicated team of brand ambassadors to serve as an information source for local outdoor activities, and as experts helping educate customers on brand offerings and global Fjällräven initiatives. The brand entered 2015 with nine retail doors in the U.S. and Canada and will close the year with seven new locations, including three openings in the Minneapolis-St. Paul market. New Fjällräven locations include: Chicago, IL; Mall of America in Bloomington, MN; Meatpacking District in New York City; Uptown Minneapolis, MN; St. Paul, MN; Madison, WI; and Ann Arbor, MI (slated to open in early-November 2015).