Fjällräven
Swedish outdoor heritage brand. Kanken backpacks, Greenland jackets.
Status: Watchlist
- Founded
- 1960
- HQ
- Sweden
- Ownership type
- Public
- Parent
- Fenix Outdoor International
Ownership
Part of Fenix Outdoor International (SWX: FOI), publicly listed in Switzerland. Also owns Hanwag, Tierra, Primus, Naturkompaniet retail.
Why Watchlist
Mainstreamed considerably in the 2010s through Kanken fashion adoption. Kanken remains a fashion-first product; technical outdoor lines are more considered.