If you’re a fan of Nordic heritage brands you’ll be happy to hear that Swedish brand Fjällräven is opening its first brand centre in Toronto in the heart of Queen Street West. The location will serve as a hub for Fjällräven’s functional and sustainable outdoor equipment while showcasing the brand’s commitment to making the outdoors accessible to more people at all experience levels. This is the fourth Fjällräven store in Canada as the brand has already established itself with stores in Vancouver, Victoria and Montreal.
“We’re thrilled to expand our brand footprint in Canada with our first bricks and mortar store in a bustling retail district in Toronto,” says Nathan Dopp, President of North American, Fjällräven. “Our intent is for the Queen Street West location to serve as a hub for Torontonians who are outdoor enthusiasts while helping local customers find the perfect Fjällräven fit for their next adventure.”
If you’ve never heard of the brand, Fjällräven, which means arctic fox in Swedish, has crafted durable and timeless outdoor equipment for 60 years. The new store will feature an impressive selection of women’s and men’s apparel that cater to both fashion lovers and outdoor enthusiasts.
The store will also have a dedicated space to showcase its iconic Kånken backpack, which comes in a variety of colours and sizes. A waxing station will allow for shoppers to see the magic of the brand’s G1000 material firsthand and an in-store tailor will allow buyers to fine-tune the fit of their outerwear free of charge.
The 2,200 square foot store located at 356 Queen Street West will be Fjällräven’s 24th retail location in North America and the 5th freestanding store in Canada.
Fjällräven will celebrate the new store by hosting a Grand Opening event on Saturday, April 28, 2018, with doors opening at 10 AM.