FJÄLLRÄVEN to open its first store in the Southern Hemisphere
Leading Swedish outdoor clothing and equipment brand Fjällräven will open its first store in the Southern Hemisphere, at Melbourne Central.
From Thursday November 1, Australians will be able to experience the brand and its products in a concept store environment, having only been accessible via select independent retailers and fjallraven.com.au.
The store will host a wide range of their sustainably made products – all of which are designed to be functional, durable and bring people closer to nature. The store will feature the iconic Kånken rucksack – the world’s highest selling backpack – as well as other cult favourites amongst the global outdoor community, like the Greenland Jacket & Vidda Pro Trousers.
In an ode to the brand’s commitment to social responsibility the store has also become the first retail partner for Social Foundry – a social enterprise that seeks to empower communities to mentor, nurture, and impart life-skills to at-risk people in their local neighbourhoods. Their trained team members will be serving complimentary coffee and Seven Springs water to store visitors whilst they receive advice from the store staff who are outdoor experts.
Susan Park, ANZ Brand Manager for Fjällräven said, “We’ve had an incredible response since first going to market 18 months ago and we’re so excited to be opening our first store right here in Melbourne, Australia. Our products offer something distinctly different to what’s currently available in the outdoor space and it’s a perfect fit for the Melbourne lifestyle and climates. We feel that retail is essential for an integrated brand experience and hope to open further stores in the future so that we can bring the Fjällräven experience to others outside of Melbourne.”
To celebrate this momentous launch – anyone who visits the store between November 1 to December 1 and uploads a post to Instagram (tagging @fjallraven_au and hashtaging #FjallravenAU) will go into the running to win a trip for 2 to Hong Kong for the 2019 Fjällräven Classic event next October.
For more information visit https://fjallraven.com.au/
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