Fjällräven: Hong Kong Brand Center Opening
Fjällräven, which means Arctic fox in Swedish, has long been synonymous with Swedish nature, the brand is also famous for its functional, durable and classic products that allow outdoor-goers to maximise the greatness of outdoor activities. the brave and enduring characteristic of Arctic Fox was the inspiration of the brand’s founder, Åke Nordin to create substantial products and its name. Fjällräven products range from outdoor clothing and accessories for men and women as well as backpacks, tents and sleeping bags. Its prominent Kånken backpack has been a utter favourite since its launch in 1978.
On 14th September, Hong Kong opened its first Fjällräven Brand Center. The opening marks its official retail expansion and its very first showcase of full line Swedish outdoor clothing and equipment in Asia
“We are thrilled to have the opportunity to unveil our first Asian Brand Centrer in Hong Kong and bring our signature Swedish outdoor clothing and equipment retail experience to thismetropolitan city, which also happens to be one of Asia’s most unique hiking destinations,”said Martin Axelhed, CEO, Fjällräven. “With its 70 per cent of countryside, Hong Kong has adeep connection with nature and an impressive balance of urban life and outdoor adventure.We ultimately hope our new retail presence will turn into a community hub that helps people experience nature at their own pace.”
Situated at the heart of Hong Kong’s fashion’s walk, Causeway Bay, the Purveyor to the Royal Court of Sweden has brought its signature brand to Hong Kong’s retail experience. With its full line of products made available it is also supported with two special care and repair service stations. Shoppers can approach the brand’s in-house experts to ensure the durability of the products.
The 2-storey Fjällräven Brand Center features a timeless Scandinavian architecture and interior design. The store was mainly finished with ash wood, first choice of Swedish in terms of material. the clean, crisp & multi-functional design of the store is the epitome of Fjällräven spirit.
One of the store’s main highlight is its Kånken backpack wall which features 7 styles and more than 35 colours, shoppers can fully enjoy the brand’s iconic backpack. The full line products includes the classic Greenland jacket, Keb trousers and Rucksack backpacks. Furthermore, it also includes its recently launched collection, Fall/Winter 2016 which consists of Övik Eco-shell Parka from the highly functional Eco-Shell series, and the High Coast padded jacket from the lightweight High Coast series.
Moreover, fans will be delighted when they visit the center as limited edition Kånken backpacks in white, bright lemon and cafe mint will be available in town. To celebrate its weekend opening Fjällräven has prepared in-store activities for shoppers to enjoy the essence of the brand. Samsung Gear 360 Experience allow shoppers to enjoy the wonders of nature within the bustling city of Hong Kong through an immersive video curated through Fjällräven’s eyes. There is also Tailored Hiking Tips to help locals define what kind of adventurer they are and helpful tips from hiking experts. Lastly, people will have a chance to win limited edition Kånken backpacks through the game called Find the Fox, the brand’s iconic Arctic fox are scattered around the Fashion Walk for shoppers to locate.
Fjällräven’s Asian Brand Center is located at Shop C, 2-4 Kingston Street, Fashion Walk, Causeway Bay. For more information on Fjällräven, visit www.fjallraven.com.
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