Sylvia Sanchez
Retail Operations Manager – Retail HQ North AmericaHometown:
El Paso, Texas
Languages you Speak:
English, Spanish, German
What is your first memory in nature?
My Father took our family camping in New Mexico for a week when I was five. He was in the military and would teach us survival/camping skills, which included having me and my six year old brother-the youngest of our family, set up our tent and build fires. At the time, we felt like it was a lot for us kids but we still had fun. It was one of the handfuls of time other than fleeting weekends to spend with him. I now understand what my Father was providing for us that week, it was about life skills and beyond what that five year old could comprehend at the time.
Why did you join Fjällräven?
I was familiar with the tech packs, having borrowed one of my friends Kaipack for a trip in 2016. I saw they were opening a store in SF and remembered the pack. I was curious to learn more about the brand and was impressed by what I saw so I applied.
How long have you been with Fjällräven?
3 years
What is your favorite part of your job?
I love being able to train and develop a team and see them succeed in their roles. Everyday is a chance to learn something new with them or about them and to teach them something new.
What is your favorite outdoor activity?
Being outdoors with my dog, hiking, camping, fishing and outdoor meditation.
A challenge you are tackling or a skill you are improving.
I am working being more active verbal/speaking up on calls, and on building a hyper local community in SF/Jackson Square.
What makes you most proud of your job?
Seeing my Team grow! Seeing more of the brand out in the city, when customers come back and share stories of using their gear on adventures and being stoked about it. Making connections in the community that benefit everyone and inspires others.
Some of my colleagues
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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