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Retail HQ

The Retail HQ Team supports the daily rhythm of Fjällräven’s stores across North America. Their work happens largely behind the scenes, but its impact is felt on every sales floor.

They provide store teams with the tools, structure, and guidance needed to create welcoming, knowledgeable, and dependable retail experiences. From operational processes to training resources and store support, their focus is simple: help stores run smoothly so teams can focus on people and product.

Close partnership is at the heart of how they work. The team collaborates regularly with store leaders to share best practices, solve challenges, and continuously improve how we operate. Practical, responsive, and grounded in real store needs.

Their approach is steady rather than flashy. Clear processes. Consistent standards. Thoughtful support.

By ensuring each store reflects Fjällräven’s values (functionality, authenticity, and respect for nature), the Retail HQ Team helps create spaces where customers feel confident, informed, and inspired to spend more time outdoors.

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Retail HQ North America

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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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