WINTER’S TALE: As part of its strategy to bolster North America sales, the Swedish label Fjällräven has opened a 3,500-square-foot pop-up store in Times Square for holiday shoppers.
Fjällräven North America is the fastest-growing global region for the brand, according to Nathan Dopp, president of Fjällräven North America. The U.S. ranks third among the 30 countries that sell Fjällräven, he said. There are 17 Fjällräven stores in North America and the company plans to open three to five more next year, Dopp said.
“Stores will be located in areas that have a strong urban outdoor consumer base where individuals are looking for options that can seamlessly transition from the city to nature,” he said.
Visitors to Times Square near the pop-up shop at 3 Times Square will find billboards and other imagery showing Fjällräven products at work. The concept was developed by the in-house team, and photographer Dan Blom and videographer Ian Rugby shot the campaign in Chile. Outfront Media produced the billboards.
Shoppers will find an assortment of outerwear, sweaters and backpacks among other products. To inform consumers about eco-friendly alternatives to weather treating apparel, there is a waxing station. Most of the brand’s products are made with G-1000, a recycled polyester-organic cotton blend infused with Greenland wax. Contrary to the name, the property wax is made in Sweden and is used to improve wind and water resistance.
Other signs of the Swedish winter are more obvious in the pop-up’s imagery and the brand’s arctic gear that are on display. Faux-fur trimmed parkas are expected to be popular with holiday shoppers, Dopp said. Fjällräven only uses sustainably sourced down insulation in keeping with the Fjällräven Down Promise.
Dopp also is confident that wool sweaters and flannel shirts will be holiday favorites with New York shoppers especially sweaters with Swedish folk-inspired prints. “With multiple fits, shapes and colors available for men and women, we anticipate sweaters will continue to be a big category for holiday,” he said.
Daypacks, backpacks and tote bags are also expected to be bestsellers with the Kanken, Rucksack No. 21 and the Totepack leading the category, according to Dopp.