Fjällräven & Co. makes global debut in Boston

Boston, MA, Sept. 02, 2026 (GLOBE NEWSWIRE) -- Fenix Outdoor, the Swedish outdoor group behind Fjällräven, has opened its first Fjällräven & Co. store in Boston, introducing its new global retail concept in North America.

The new Fjällräven & Co. shop on Newbury Street features a curated collection of products from Fjällräven, Royal Robbins, Devold and Hanwag, all brands in the Fenix Outdoor family.

“The launch of Fjällräven & Co. marks a new collaboration for our brands,” said Fenix  Outdoor Vice President Nathan Dopp, who also serves as Fjällräven’s CEO of the Americas.  “The concept showcases the breadth of the Fenix Outdoor portfolio and how each brand complements one another with shared values in quality, craftsmanship and a dedication to life outdoors. We are bringing those principles together in one space to offer a unique  outdoor lifestyle destination for our community.”

Fjällräven & Co. connects customers with the Scandinavian approach to everyday outdoor living in an atmosphere that brings together nature and design, by offering products such 

For customers seeking products for technical hikes or backpacking trips, the recently relocated Fjällräven Brand Store will continue to offer the brand’s outdoor performance gear, including the pinnacle mountaineering line Bergtagen, the iconic Keb Trouser and an assortment of technical packs.

"Having both stores within walking distance creates a unique two-store destination for customers who want versatility and durability,” said Lauren Megson, Fjällräven’s Director of  Retail. “Newbury Street is the ideal home for this concept, as its blend of premium retail and culture reflects the customers we are looking to inspire.”

A Grand Opening will be held at both stores from Sept. 11-13, with activities rooted in  Swedish heritage. Customers can embrace the Swedish tradition of fika, a coffee break with friends, and create their own Midsommar-inspired flower crown. Visitors are also invited to an urban hike on Sunday morning with the Appalachian Mountain Club's Boston  Chapter.
Customers can visit Fjällräven & Co. at 304 Newbury St. and the Fjällräven Brand Store at  165 Newbury St.

About Fenix Outdoor

Fenix Outdoor International AG is a globally active leading group of outdoor companies  focused on products and retail within the world of nature and outdoor activities. From the  small town of Örnsköldsvik, Fenix Outdoor has expanded to every corner of the world. The  fundamental idea of the company remains the same: To provide functional, durable, and  timeless equipment that makes the outdoors more enjoyable for all. We continue to find  smart, innovative solutions to make every adventure unforgettable.  

For further information, contact OutsidePR at fjallraven@outsidepr.com.

fjallraven@outsidepr.com