Fenix Outdoor has opened the first Fjällräven & Co. store in Boston, launching a new multi-brand retail concept that brings together four brands from the Swedish group in one space.
Located at 304 Newbury Street, the store offers a curated selection of Fjällräven, Royal Robbins, Devold, and Hanwag, with a broader positioning focused on Scandinavian-inspired outdoor lifestyle rather than just technical equipment. Fenix Outdoor Vice President Nathan Dopp, who also serves as CEO of Fjällräven for the Americas, explained that the format is designed to show how the group’s brands complement each other. Concurrently, Fjällräven has relocated its own monobrand store in Boston a few steps away from the new multi-brand concept.
The starting point for a broader expansion
The opening in Boston seems to be just the first step in a more extensive plan. Dopp told Modern Retail that Fenix Outdoor plans to open two more Fjällräven & Co. locations in Europe in the next four months, using the Boston store in the meantime as a testing ground to understand which combinations of technical and lifestyle products work best with consumers.
A retail experiment for a group used to separate identities
The launch represents a significant experiment for Fenix Outdoor, which has so far managed its brands maintaining distinct identities. By bringing complementary labels together in a consumer-oriented environment, the group aims to increase cross-selling, while also testing a broader and lifestyle-oriented presentation of its portfolio.
The two Boston stores will be inaugurated together with a grand opening scheduled from September 11th to 13th, which will include Swedish-themed activities and an urban hike organized with the Appalachian Mountain Club’s Boston Chapter.
