On September 14, 2016, Fjällräven opened its first brand flagship store in Asia at The Forum in Causeway Bay, Hong Kong. The launch of this store also marks a significant step in the brand’s official expansion of its retail business across the Asia-Pacific region.
The Fjällräven flagship store spans two floors and offers over 300 square meters of comfortable shopping space. It features a classic Nordic architectural and interior design style, with an overall look that is simple, stylish, elegant, and practical—fully embodying Fjällräven’s brand philosophy of embracing nature and enjoying outdoor life. It brings to Hong Kong people the extraordinary outdoor experience of this Swedish royal family-favored brand.
Asia’s first flagship-format personalized brand retail concept platform, featuring classic Nordic architecture and design style
On the day of the event, Mr. Martin Axelhed, the brand’s Global President, along with celebrities and outdoor enthusiasts from various fields, were present in person, joining global media and outdoor aficionados to celebrate the occasion.
Such a uniquely natural and eco-friendly ribbon-cutting ceremony can only happen with Fjällräven.
Mr. Martin Axelhed said in an interview with the media, “We are very pleased to have the opportunity to unveil Asia’s first brand flagship store in Hong Kong and bring our personalized Swedish outdoor clothing and equipment retail experience to this metropolis. Hong Kong is also one of Asia’s most unique hiking destinations. With 70% of its land undeveloped into urban areas, it shares a deep connection with nature. The balance between city life and outdoor adventure leaves a profound impression. We hope that Fjällräven’s new retail space will ultimately become a community hub where people can connect with nature at their own pace.”
Mr. Martin Axelhed in a media interview
The Fjällräven flagship store is divided into two floors, covering a total area of over 300 square meters, and features a classic Nordic architectural and interior design style. All furniture and decorations in the store are made from imported Swedish ash wood. The simple, fresh, and highly functional design also reflects Fjällräven’s brand philosophy of simplicity, durability, practicality, and timeless fashion.
The store’s naturally comfortable shopping space
The store offers the full range of Fjällräven products, including clothing and gear for men, women, and children, as well as hiking and camping equipment. It also features the latest products from the 2016 autumn/winter collection, including the brand’s classic high-performance Eco-Shell series such as the vik Eco-shell military jacket and the lightweight High Coast series High Coast insulated jacket. Customers can choose from a wide selection of high-quality outdoor products and enjoy the natural, comfortable shopping experience brought by this Swedish royal family-favored brand.
Fjällräven brand clothing and gear
The Kånken backpack wall in the brand flagship store is a standout attraction. It showcases over 35 colors and seven styles of backpacks, allowing customers to find the perfect product to meet various needs.
The Kånken series backpacks have become globally popular items thanks to their excellent durability and thoughtful design. From laptop bags to schoolbags, and even for wilderness camping, Kånken is almost universally capable, with quality that remains consistently reliable.
A colorful array of various backpacks
The newly launched 2016 Re-Kånken eco-friendly series backpacks are also on display in the store. This series fully embodies the brand’s longstanding commitment to environmental sustainability. The entire backpack is made from 95% recycled polyester PET bottle materials. It not only retains the iconic design and durability of the classic Kånken backpack but is also fully recyclable, safe, and environmentally friendly.
Re-Kånken backpacks
Asia’s first site service center has been established here. Customers can enjoy unique retail services provided by in-store experts, receiving professional advice on selecting outdoor clothing and gear. The care and repair services offered here can also extend the lifespan of your favorite equipment.
Brand site service center