The arctic fox comes to Manchester

Leading Scandinavian outdoor clothing and equipment brand, Fjallraven, is set to take a big step forward this autumn as it prepares to open its first UK brand store in Manchester’s prestigious Old Bank Street. The new shop will be Fjallraven’s first brand store in the UK and is being opened in partnership with a long-standing stockist, The Sporting Lodge, who has years of retail expertise.

Fjallraven has enjoyed exceptional growth in the UK over the last 10 years, with its combination of durable and functional products and Scandinavian design, proving a winning combination amongst British consumers. The company has enjoyed success both in the outdoor industry and within the lifestyle market, where its iconic Kånken backpack and Greenland apparel range has won it an army of devoted brand followers. Fjallraven is already available from a steadily growing network of national outdoor chains and high-quality, specialist independent stores. This new venture gives consumers the opportunity to step inside a fully-branded shop where a full product range will be presented within a Scandinavian-manufactured wooden, internal layout.

This new development marks an exciting new step for Fjallraven and follows on from the opening of brand stores in Scandinavia and other key regions. In all other territories to date, the introduction of a dedicated shop has proved a successful way of enhancing the overall brand presence and Fjallraven knows it will have the same effect in the UK. Strengthening Fjallraven’s position and in turn, increasing the amount of traffic amongst existing Fjallraven retail partners is a primary objective of this venture.

Ralph White, Managing Director for Fjallraven UK, commented: “We are absolutely delighted to be opening our first brand store and feel that the impressive and vibrant location of Old Bank Street is the perfect setting. We hope that opening this new shop will provide a huge boost to our ongoing efforts to build Fjallraven’s brand presence here in the UK, benefiting our existing retailers and also the loyal following of both urban and outdoor consumers we feel very lucky to have cheering us on”.

The Fjallraven store is set to open at the end of November and its launch will be kicked off with an opening event attended by ambassador Alan Hinkes. Find out more or keep up to date by following Fjallraven on Facebook.