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Ecommerce

The eCommerce Team is responsible for how Fjällräven is experienced in the digital space by creating an online environment that is clear, reliable, and thoughtfully designed for people preparing for time in nature. Their work ensures that our digital storefront reflects the same principles as our products: functionality, longevity, and simplicity.

From how our gear is presented to how customers navigate, learn, and purchase, the team focuses on building a seamless and trustworthy experience across North America. Every detail from product information to site performance is shaped with the goal of helping customers make informed, confident choices about gear that is made to last.

Working in close partnership with Marketing, Customer Experience, and Logistics, the eCommerce Team helps connect our products with the people who use them, while ensuring that our digital presence remains grounded in Fjällräven’s values of sustainability, quality, and responsible outdoor living.

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About Fjällräven North America

Founded in 1960 by Åke Nordin in his hometown of Örnsköldsvik, Sweden, Fjällräven began with one idea: better gear makes time in nature more accessible. What started in a basement workshop has grown into a global outdoor brand, with products now available in more than 70 countries.

In North America, we bring that same commitment to functional, durable, timeless design to our retail stores, wholesale partners, and e-commerce channels. Our range includes outdoor clothing and accessories for women and men, as well as backpacks, tents, and sleeping bags, all created with a long-term perspective.

We act responsibly toward people, wildlife, and the environment, and we design products made to last for years, not seasons. We're also proud to host community-driven events like Fjällräven Classic and Fjällräven Polar, which bring thousands together to experience the outdoors in a thoughtful, shared way.

Fjällräven is part of Fenix Outdoor AB, an international group of premium outdoor brands.

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