“We want to leave basecamp in better shape than we found it” 

To put it simply: we love nature. It’s vast and wild, offering endless beauty and joy. It’s where we belong. Nature is why we exist as a company. Without it, we wouldn’t be here. Our goal is to make people feel at home in nature, to inspire more people to explore the woods, scale mountains, and paddle rivers. And we want our products to be durable enough to be passed down through generations.

In our product development, we’re not driven by short-term goals or trends. Experience is our guiding compass, and we approach design and innovation with intention and care.

We don’t aim to conquer nature, tame its rivers, or challenge its storms. We walk softly, tread carefully, and cherish the journey. Our focus is not on racing to the top but on creating lasting memories and crafting gear that will endure for generations.

In everything we do, we:

• Rigorously assess our environmental impact, minimizing harm and striving to drive positive change wherever we can.
• Design equipment that's built to last - timeless, functional, and durable.
• Actively reduce our CO2 emissions, doing our part in the fight against climate change.

“Running a company is like keeping a camp fire alive”  

Since the 1960s, we’ve been inspiring people to connect with nature, and we plan to keep doing so for many years to come. Running a company is a lot like tending a campfire. If you pile on all the wood at once, it’ll burn out quickly. And if you neglect it, it will fade away. To keep our campfire burning steadily, we feed it with the right amount of fuel—ensuring long-term, sustainable financial performance. This approach allows us to grow at a pace that stays true to our core values.

A profitable business enables us to reinvest in innovation, create positive impacts in our communities and employees’ lives, hire more passionate team members, and inspire more people to embrace nature.

Our goal isn’t to be the biggest but the best at what we do. We create products that meet real needs, not fleeting trends. We focus on building healthy, long-term partnerships with distributors who share our values, creating mutually beneficial relationships. Every resource is valuable, and we use ours thoughtfully and responsibly.

In our everyday operations, this means that we:

• Carefully select our distribution partners, prioritizing long-term relationships over short-term growth or margins.
• Choose manufacturers that align with our values and avoid cutting costs at the expense of stable partnerships and high quality standards.
• Continuously innovate to improve our products, infrastructure, support systems, and logistics to increase efficiency and promote sustainable practices
• Put our users' needs first, delivering high-quality products, services, and experiences.

“Nature does not judge – in the outdoors we are all equal”  

As a company our wish is to contribute to well-functioning communities, wherever we do business. Whether it is out in nature or in civil society we apply the same principle of striving to leave basecamp in better shape than we found it.

One key element for us as an outdoor company is that nature is available to everyone. Nature does not judge and neither should we. Everyone should be treated equal, with equal opportunities to fulfil their potential, independent of who you are, where you are from, your background or beliefs. 

We might be a small contributor, but we believe that there is a role for us as a company in the many different communities we
are present in, where we can lead by example to advocate for these core values.

 In our everyday operations this means that we:

• Strive to ensure that our own operations as well as the experiences we create are as inclusive as possible.

• Reach out and actively include a diverse community base in our goal to inspire people to walk with nature.

• Educate and ensure all our partners and their constituencies in the supply chain have equal and non-discriminating practices in place.

• We advocate for the same kind of equal and non-judgmental practices we see in nature by setting an example, communicating where we stand and engage in the communities in which operate. 

 "Just as trekking together is a demonstration of unity, trust and competence so is working together”

As with all companies, Fjällräven is defined by the people who work here. We are made up of individuals who are devoted outdoor enthusiasts that feel personally motivated to inspire the world to walk with nature. Every single part of our operations, and every individual is contributing to and working towards our common mission. And just like a team of trekkers, learning and developing together, trusting each other and valuing our differences is crucial to reach our goals.

Whether we are heading for a mountain top or the next business target, we are on a journey together. We expect everyone who joins us to work hard to support taking us in the direction we want to go. As in nature, the sun can shine or it can be in difficult terrain and bad weather, but we believe that by creating an environment where we all
know where we are headed, see our own contribution on the path, and feel rewarded with each milestone along the way

A successful trek requires leaders that work as trekking guides, with the important responsibility to provide clear directions for their team. It requires trust in that everyone will take on the task of discovering the best path towards the goal, through curiosity and continuous learnings. 

It requires that we are ready to help and support each other to get better. And it requires that we value our differences and use them to maximize the effect of our global competence. Our teams are spread all around the globe, but unite around the campfire that keeps our business alive. 

In our everyday operations this means that we:

• Maintain healthy and safe workplaces where employees can reach their potential.
• Provide direction and trust through clear leadership.
• Provide equal opportunities for development and growth for all employees.
• Expect everyone to put in their best efforts and take accountability for theircontribution on our journey
• Encourage an open communication between all levels of the organisation to make best use of and accelerate the pool of competence that comes with a global, diverse team.